In our previous blog we’ve shared insights on convenience store seasonal patterns at summer holiday destinations. This time, we turn our attention to understanding what myths are true and what are not in the winter locations of interest.
Does the major influx of customers coincide with winter holidays and school breaks? Do the majority of snowbirds go back home for Christmas? To confirm or refute these statements Ticon team analyzed a bunch of locations in winter vacation spots.
And now, we will present our findings using examples from several locations in Florida, a well-known destination for winter escapes.
The first site on Figure 1 displays characteristic customer influx from October to April, with two significant peaks in February and surprisingly, in March. These peaks registered 18,155 and 17,496 vehicles during weekdays, indicating an average increase of 20% compared to off-season numbers.
Figure 1. Site #1: Traffic volume distribution by month
Note that the total AADT for this location was only 9,741 vehicles. That’s why we always provide our clients with a comprehensive set of historical data, including not only annual but monthly and intraweek traffic volume distribution as well.
Another distinctive feature of Site #1 relates to the Christmas holidays. As evident from both Figure 1 and Figure 2, this particular location is seriously affected by the tourists outflow, making the last weeks of December one of the slowest throughout the year.
On Figure 2 we presented an intraweek traffic volume distribution. See, a week before Christmas, retailers are faced with a 40% reduction in daily traffic.
Figure 2. Site #1: Intraweek traffic volume distribution
The following example, illustrated in Figure 3, pertains to a nearby location. The Site #2 is situated on the same road, opposite Site #1. And it shows 20% lower traffic volumes compared to Site #1 from August to November, with the same peak in February-March.
Figure 3. Site #2: Traffic volume distribution by month
Another site is presented on Figure 4. It is situated in a similar location, revealing a similar peak season lasting from October to April, but with three distinct peaks: in October, December, and May. Notably, this location does not experience a customer outflow during Christmas holidays. On the contrary, it witnesses a small 5% influx of customers in December.
Figure 4. Site #3
As you can see on the example of these few cases, the retail industry defies generalizations, especially when it comes to traffic patterns at specific points of interest. Therefore, the only common trait among all seasonal sites is that the variations in peak intensity, duration, and quantity of peaks are unique and site-specific.
While we may attribute this to various conditions, Ticon analysis doesn't rely on assumptions. Our commitment to provide customers with exact information gathered individually for each site, enables site developer, owner or operator to make the executive decisions data-driven and, therefore, optimal. It reinforces the importance of analyzing each location individually, shattering myths and revealing unique insights.
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