Seasonal-Dependent Opportunities And Challenges For Industries


Our journeys to and from work are often made considerably more difficult by the changing seasons and the weather which they bring with them. We often find that throughout winter, as the gritting lorries struggle to cope with the excessive levels of lying snow, congestion begins to build up on the motorways — a trip that would usually have taken 20 minutes can end up taking more than an hour. On the other hand, as April reaches, we find ourselves being woken prematurely by the bright sunshine outside, making our morning commute that little bit more complex, because we know that the weather is not suited to being stuck inside the office all day. 

Have you ever stopped to consider those whose jobs are seriously impacted by the seasonal changes? With snow not the only thing falling during the winter and veg similarly not growing alone in the spring, we take a look at the different industries across the UK and how the weather can prove to be their promotion or downfall. 

Construction 

We can all lay claim to having walked past a building site in mid-July only to see a roofer or an environmental consultant in a fluorescent vest and hard hat with severe sun burn on their fore arms. For someone involved in the construction trade however, this is their chance to pack up the VW Caddy and make money — particularly the likes of a roofer, whose ability to work massively depends on getting a clear day. When scheduling, professional roofing contractors will plan jobs according to the weather forecast, not only because the roof under which they are working will be exposed to the elements, their safety is put at severe risk. Due to the fact the weather here in the UK is so unpredictable, more often than not getting all four seasons in one day, contractors regularly have to postpone on the morning before their arrival. 

On the other side of the construction industry, plumbers, and gas boiler technicians will often benefit from the cold weather. Unlike work drying up in the winter for the likes of a roofer, where safety becomes a significant concern, plumbers will find their workload massively increase. Not only is the likelihood of a pipe freezing enhanced, December through February is the time when we depend so heavily on our radiators. Although work may be rife during this period, by no means do plumbers have it easy, battling sub-zero temperatures. 

Public Houses 

‘Its sunny outside’, is perhaps one of our most popular excuses to put off going to the gym and navigating our way to the local beer garden, but do British pubs actually make more money in the hotter weather? A recent research project estimated that UK pubs could expect 33.8 million extra customers throughout the summer of 2019. 38% of the people who were included in the survey said they were more likely to visit a watering hole during the summer months, whereas within the 18-24 demographic, that figure was boosted to a whopping 84%. 

But how do you attract more than three quarters of millennials onto your premises, as opposed to them drinking in the house? Obviously, it’s the sun that has brought them here in the first place, so play on that. An outside space at a pub can be an absolute goldmine. We understand that it may not be financially viable to have outdoor pumps or even service all year round, but if you don’t, pop up bars can be a quick and easy win for attracting the punters. 

As the saying goes, it’s all ‘swings and roundabouts’ however. During winter, which can often seem relentlessly long, publicans are forced to reduce opening hours, potentially cut staff, and ultimately take a massive hit on the profit pot. There are however methods which can be applied to trading to ensure survival between September and April. Simply offering the customers a blazing fire, a rustic menu of homely foods, and live acoustic menu, is enough to guarantee a Holly Jolly Christmas. 

Automotive Industry 

For car sales, it is somewhat of a strange entity in terms of how it is affected by seasonality. In regard to the type of car, it seems fairly obvious that the popularity of convertibles and sports car will be larger during the summer, whereas the need for a SUV will be boosted towards the back months of the year. March and September, the two annual occasions when dealerships get new registrations, are often busy periods for salesman, however our method of transport is a necessity all year round— unless you are specifically waiting for a particular make or model, a new car is going to come when you need it. 

Health 

This has a slightly shorter lifespan that that of an entire season. ‘Sweaty January’ is enough to guarantee the health and fitness industry aren’t affected by the new year blues, boosting their annual profits. A study carried out in 2018 found that the average 25 to 34-year-old spends £1066.20 on self- improvement during the first month of the year. From that total, £72.70 was spent on a new gym membership. In fact, approximately 75 per cent of all new fitness contracts are taken out in January, with the average joiner taking advantage of the facilities four times before packing it in. 

Gyms, fortunately, don’t see the downfall that other industries may see throughout the year as the number of individuals who hold a contract simply reverts back to the regulars. 

Final Words

The weather can both take and give from you like nothing else. The best thing you can do is have contingency planning in place — it might not boost your business, but it can certainly keep you afloat during the hard times. 

Author Jamie Roberts is a copywriter for digital marketing agency, Mediaworks. He achieved a BA (Hons) degree in Journalism and has worked across the world in the industry.

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