Although the in uence of exceptional weather on individual behaviour has already been acknowledged in finance …, psychology, and marketing, the literature examining weather effects at more aggregate level is still limited. Further, there is a … lot of anecdotal evidence that weather anomalies affect consumer spending and retail business. The main aim of this …

, consistent with long-run adaptation to climate, sales sensitivity to weather declines with historical norms and variability of … weather. Short-run adaptation to weather shocks is dominated by changes in what people buy and how they buy it, with little … intertemporal substitution. Over four weeks, a one-standard deviation one-day weather shock shifts sales by about 10 percent. While …