2. From the sun, surf and sand to picnics in the park
and of course road trips – summer is the time
when people are getting together and getting
outdoors…
In this presentation, we’ll take a look at all things
summer and unpack the 6 key themes of
summer (what people think, feel and do) and how
different types of businesses can take advantage
of these.
SO LET’S TAKE A LOOK AT THE…
3. The 6 key themes of
summer sum up what
people do and feel
over this season and is
related to the post
Christmas summer
period..
4. REALITY:
(during the year)
“Throughout the year, I’m pulled in all
directions, as an employee, a boss, a
parent, a mum and at Christmas things
just get even more hectic”
SUMMER:
“January is the only time I get to
do what I want to do”
FOR BUSINESSES:
During summer, people are looking to do things for themselves! Those things that
have long been on their ‘to-do list’ but haven’t had the down-time needed to do them
- like read a book or go on a holiday. Businesses that can help these people with
their ‘me time’ will have success during this season.
TYPES OF BUSINESSES THAT COULD BENEFIT:
1.
Entertainment retailers (bookstore chains, movie theatres), travel agents, airline and tourism
companies and health, beauty and fashion retailers.
Source: SCA Summer Lifestyles Study. n=3381; Q.25 & 26 Thinking about WHAT the Post-Christmas Summer period (up to Australia Day) MEANS TO YOU, how much do you agree or disagree with the following statements?
5. REALITY:
(during the year)
“Throughout the year, I live to a
schedule and routine. And December
is even worse - packed with places I
have to be, people I have to see”
SUMMER:
“After Christmas everyone’s diary
frees up. Time to live in the moment,
be spontaneous! With the luxury of
longer days I could be at the beach
one minute, the pub the next”
FOR BUSINESSES:
During summer, people don’t have many plans so they can spontaneously go for a
drive or hit the beach. This means that businesses that can help people tap into their
spontaneity or resonate with this theme have the potential to be successful over this
season.
TYPES OF BUSINESSES THAT COULD BENEFIT:
2.
Restaurants and other hospitality businesses (pubs, cafés, coffee shops, fast food chains)
theme parks/zoos, festivals and events, petroleum companies. Plus, lottery/betting
organisations, hotels and casinos.
Source: SCA Summer Lifestyles Study. n=3381; Q.25 & 26 Thinking about WHAT the Post-Christmas Summer period (up to Australia Day) MEANS TO YOU, how much do you agree or disagree with the following statements?
6. REALITY:
(during the year)
“Given how busy my life is, so many
things on my ‘should do’ list get
pushed to the back burner
throughout the year.”
SUMMER:
“January is all about fresh starts.
Time to reassess and set goals to
ensure that we start the new year off
the right way”
FOR BUSINESSES:
As always, a new year gives people the chance to start fresh – with new year’s
resolutions! Therefore business that can help people achieve their ‘new self’ or a fresh
start are going to be successful during this time.
TYPES OF BUSINESSES THAT COULD BENEFIT:
3.
Gyms, personal trainers, fitness centres, health and beauty businesses. Plus, sports retail,
education businesses/establishments (universities), job seeking online/recruitment businesses
and real estate agents.
Source: SCA Summer Lifestyles Study. n=3381; Q.25 & 26 Thinking about WHAT the Post-Christmas Summer period (up to Australia Day) MEANS TO YOU, how much do you agree or disagree with the following statements?
7. REALITY:
(during the year)
“I always feel guilty for not spending
more time with the kids and the wife.
Too often throughout the year we’re
absorbed in doing our own things”
SUMMER:
“In January, it’s critical I catch up on
‘lost’ family time. Spending quality
time with the kids and my partner,
away from other distractions.
Working as a unit again.”
FOR BUSINESSES:
When the summer holidays roll around people’s calendars free up and many want to
spend quality time with their family. So businesses that can help people connect with
their family will surely capitalise in this time.
TYPES OF BUSINESSES THAT COULD BENEFIT:
4.
Family friendly businesses such as theme parks, zoos, aquariums and museums. Plus,
restaurants and hospitality venues, travel agents, tourism, holiday package companies, shows
and events and even petroleum companies.
Source: SCA Summer Lifestyles Study. n=3381; Q.25 & 26 Thinking about WHAT the Post-Christmas Summer period (up to Australia Day) MEANS TO YOU, how much do you agree or disagree with the following statements?
8. REALITY:
(during the year)
“I’m so busy during the year with
work, study, boyfriend, keeping fit and
family stuff. And it only escalates in
December, because family comes first
at Christmas time, so friend time gets
sacrificed.”
SUMMER:
“We all have time off so it’s a great
chance to get together with good
friends, catch up on the goss and be
carefree again. The way things
should always be.”
FOR BUSINESSES:
Over summer many people free up and get a chance to ‘catch up’ with old friends and
of course the gossip. So businesses that can help facilitate this or campaigns that can
resonate this aspirational theme will be successful during this time.
TYPES OF BUSINESSES THAT COULD BENEFIT:
5.
Restaurants, cafes and other hospitality businesses/chains, day spas, gyms, personal trainers,
movie theatres, night clubs. Plus, festivals/events, fitness/sports retailers, hotels and resorts
and airlines.
Source: SCA Summer Lifestyles Study. n=3381; Q.25 & 26 Thinking about WHAT the Post-Christmas Summer period (up to Australia Day) MEANS TO YOU, how much do you agree or disagree with the following statements?
9. REALITY:
(during the year)
“The year can be hectic and I rarely
get to fully relax and enjoy my
surroundings…to step out of the daily
grind and appreciate the great things
in life”
SUMMER:
“January is truly when summer starts
– sun, fresh air, BBQs, beach and
great company. There’s a positive
vibe, everyone’s moods are uplifted,
everyone’s relaxed and happier.
There’s less obligations, low stress”
FOR BUSINESSES:
When people go on their summer holidays they can take time-out for themselves and
get re-energised. So businesses that can help people relax and enjoy the great
weather summer has to offer, will surely benefit from this time.
TYPES OF BUSINESSES THAT COULD BENEFIT:
6.
Hotels and resort chains, travel agents, health centres. Alcohol/snack food companies, sports
retailers, supermarket and butcher chains, clothing retailers, recreational hire companies.
Source: SCA Summer Lifestyles Study. n=3381; Q.25 & 26 Thinking about WHAT the Post-Christmas Summer period (up to Australia Day) MEANS TO YOU, how much do you agree or disagree with the following statements?
10. Source: SCAR Summer Study. October 2013. “What media are you listening to same or more over summer?’ Radio. N=3275. ‘What devices would you normally use to listen to the radio over summer? N=2848.
11. IN SUMMARY
Most people love SUMMER…
It’s a time to take a step back, relax, get
outdoors and spend quality time with friends
and family!
…and with SUMMER comes plenty of
opportunities for retailers to capitalise on this
social time. So businesses need to get onboard and make the most of the sunny
season!
12. Prepared by Southern Cross Austereo Research
For more information contact:
LUCY CORSER
National Sales Research Manager
Lucy.Corser@sca.com.au
Phone: 07 3361 0117
