HOUSTON, April 27, 2009 – Spring has sprung and thoughts turn to car care …at least in some parts of the country they do. According to The NPD Group, a leading market research company, the differences in spring weather conditions across the country have a direct impact on auto aftermarket sales trends. NPD’s Automotive Aftermarket Industry Monitor®, which tracks store level purchase data from more than 18,000 auto parts stores in the U.S., reports that sales of appearance chemicals are just picking up in Minneapolis, when appearance chemical sales are down in Houston.
NPD’s Automotive Aftermarket Industry Monitor shows that the Houston and Minneapolis markets have distinct seasonal patterns in sales of appearance chemicals. In Minneapolis, appearance chemical sales are more highly concentrated in the April-to-August window, with two distinctive peaks in April and June, when warmer weather is more conducive to getting out and working on the car. The car appearance seasons heats up as early as February in Houston, and by June, when hot, muggy weather hits the area, it declines. Houston, because of its warmer weather year-round, has a flatter seasonal curve for appearance chemical sales.
“While most may instinctively understand that it is generally colder in Minneapolis than Houston, this understanding doesn’t always translate to sales and marketing strategy,” says David Portalatin, director of industry analysis for NPD’s automotive group. “One-size-fits-all strategies no longer apply, and understanding the degree of seasonal variance enables resource allocation proportional to the opportunity, and a greater return on investment.”