{"id":20915,"date":"2026-10-02T21:04:59","date_gmt":"2026-10-02T19:04:59","guid":{"rendered":"https:\/\/jetline.pl\/autumn-shopping-how-to-leverage-seasonal-consumer-behavior-in-ooh\/"},"modified":"2026-10-02T21:10:03","modified_gmt":"2026-10-02T19:10:03","slug":"autumn-shopping-how-to-leverage-seasonal-consumer-behavior-in-ooh","status":"publish","type":"post","link":"https:\/\/jetline.pl\/en\/autumn-shopping-how-to-leverage-seasonal-consumer-behavior-in-ooh\/","title":{"rendered":"Autumn Shopping: How to Leverage Seasonal Consumer Behavior in OOH?"},"content":{"rendered":"<p>With the change in weather, both felt and anticipated, customer needs and habits change. This creates a new shopping structure, driven not only by falling temperatures but also by commercial 'holidays' such as Halloween and Black Friday. An out-of-home campaign, especially on digital media, has unique advantages. We show how best to use the capabilities of (D)OOH in autumn across various industries.   <\/p>\n<p>&nbsp;<\/p>\n<p>Changes in temperature and lifestyle translate into a real shift in demand \u2013 autumn opens the season for new functional needs, related, for example, to the necessity of updating one's wardrobe, preparing a car for difficult conditions, or purchasing medicines and vitamins to boost immunity. GUS data confirms this. In November 2025, Poles spent 16.6% more on furniture, electronics, and home appliances than the previous year. Expenditures on textiles, clothing, and footwear increased by 12.2%.    <\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-20908 size-full\" src=\"https:\/\/jetline.pl\/wp-content\/uploads\/2026\/10\/Domaniewska-48_55.jpg\" alt=\"DOOH seasonal clothing advertising autumn winter\" width=\"700\" height=\"568\"><\/p>\n<p>However, autumn weather in Poland can be surprising. Temperatures fluctuate from late summer to truly winter conditions, with frosts and snowfall. This makes it difficult for media planners to purchase traditional media and for marketing departments to implement campaigns adapted to current conditions.  <\/p>\n<p>&nbsp;<\/p>\n<p><strong>React Dynamically with DOOH<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>This is where digital-out-of-home media comes to the rescue \u2013 its flexibility and measurement capabilities almost rival online campaigns. In many shopping categories, the beginning of the season is not tied to a specific date. A new season begins when the consumer starts to feel it.  <\/p>\n<p>&nbsp;<\/p>\n<p>PwC, commenting on sales data from September 2025, indicated that autumn weather helped fashion sales and encouraged consumers to refresh their wardrobes. However, in October, a mild start to autumn meant consumers postponed some purchases. As a result, the fashion industry waited for colder weather that could trigger demand for Autumn\/Winter collections.  <\/p>\n<p>&nbsp;<\/p>\n<p>That's why DOOH has an advantage over classic advertising planning based on traditional media. A campaign on digital media within the MORE network can take into account real-time factors such as: <\/p>\n<ul>\n<li>temperature drop,<\/li>\n<li>snowfall, rain, wind,<\/li>\n<li>exceeding air quality standards.<\/li>\n<li>and much more.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>This mechanism can be used both to launch campaigns and to change creatives, messages, products, offers, or CTAs depending on the situation. Learn more about why weather triggers are a true game-changer in DOOH media and how to communicate a product maximally tailored to the recipient's needs at any given moment. <\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-20900 size-full\" src=\"https:\/\/jetline.pl\/wp-content\/uploads\/2026\/10\/680x680_knorr-\u2014-kopia.jpg\" alt=\"DOOH FMCG advertising\" width=\"680\" height=\"594\"><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Impulse purchases concern 33% of Poles<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>It would seem that in autumn, the weather dictates specific shopping needs. Yet, an analysis of consumer behavior in recent years shows a significant and growing trend \u2013 autumn is also a traditional time to improve mood and take care of one's well-being. <\/p>\n<p>&nbsp;<\/p>\n<p>According to a Quality Watch study for BIG InfoMonitor from October 2024, one in three Poles makes impulsive purchasing decisions due to autumn blues. Among people under 25, this was as high as 48%, and 39% of women and one in four men admit to it.   The most frequently purchased categories 'to improve mood' are food products, primarily sweets (46%), clothing, and cosmetics (37% and 24% respectively).<\/p>\n<p>&nbsp;<\/p>\n<p>There is enormous potential for advertising communication of impulse products in urban spaces. DOOH media, as 'on-the-go' media, are located near Points of Interest, which stimulates and facilitates the purchase of fast-moving consumer goods. <\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-20888\" src=\"https:\/\/jetline.pl\/wp-content\/uploads\/2026\/10\/680x680_Milka.jpg\" alt=\"Dynamic DOOH reacts to weather\" width=\"680\" height=\"680\" srcset=\"https:\/\/jetline.pl\/wp-content\/uploads\/2026\/10\/680x680_Milka.jpg 680w, https:\/\/jetline.pl\/wp-content\/uploads\/2026\/10\/680x680_Milka-150x150.jpg 150w, https:\/\/jetline.pl\/wp-content\/uploads\/2026\/10\/680x680_Milka-80x80.jpg 80w\" sizes=\"auto, (max-width: 680px) 100vw, 680px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Synergy of Online and DOOH<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>Autumn is also a time of natural lifestyle changes after the holiday period: we spend more time at home, extracurricular activities return, we develop hobbies, and at the same time, we start to take better care of ourselves, our health, and immunity. We reach for products and use services that satisfy emotional needs, not just functional ones, but in a more thoughtful way. <\/p>\n<p>&nbsp;<\/p>\n<p>The structure of purchases is changing \u2013 including those made online \u2013 as shown, for example, by the Shoper Payments study \"Autumn Shopping of Poles Under the Magnifying Glass\" from 2024. In September, sales significantly grew in several categories compared to the previous month: <\/p>\n<ul>\n<li>+400% board and card games<\/li>\n<li>+176% dietary supplements<\/li>\n<li>+160% musical instruments and accessories<\/li>\n<li>+147% photographic equipment.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Autumn thus changes the way we spend our time and triggers completely new consumer needs. This is an important inspiration for brands in categories not necessarily 'seasonal', e.g.: <\/p>\n<ul>\n<li>streaming,<\/li>\n<li>games,<\/li>\n<li>gastronomy,<\/li>\n<li>cosmetics,<\/li>\n<li>hobbies,<\/li>\n<li>electronics,<\/li>\n<li>wellness products.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>But how to win the battle for attention online, in the intense sales season of autumn-winter, and in the face of rising customer acquisition costs? <a href=\"https:\/\/jetline.pl\/en\/how-dooh-supports-e-commerce-campaigns-real-world-scenarios\/\">DOOH is real support for e-commerce, serving as an additional, equal touchpoint for the customer with the brand within the entire advertising ecosystem.<\/a><\/p>\n<p>&nbsp;<\/p>\n<p><strong>A campaign implemented in cities on digital OOH media offers many possibilities for online and offline synergy.<\/strong> In many categories, demand is shaped simultaneously in both channels, and DOOH can serve as a communication layer between these worlds: building need in the city and directing to a search engine, online store, or application. This is proven by Jet Line campaigns carried out for e-commerce clients: both online stores and shopping platforms and marketplaces. <\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-20906 size-full\" src=\"https:\/\/jetline.pl\/wp-content\/uploads\/2026\/10\/51076_A_Bar-na-wyspie-Piekna-9a_10.jpg\" alt=\"DOOH Black Week footwear advertising \" width=\"700\" height=\"522\"><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Autumn significantly changes brick-and-mortar retail. How to use DOOH?  <\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>During colder periods of the year, consumers change not only their shopping needs but also the nature of their urban presence. Shopping centers naturally become a destination on the city map. Data proves this: in <strong>October 2025<\/strong>, shopping center turnover <strong>increased by 4.3% year-on-year<\/strong>, with a simultaneous footfall increase of <strong>0.4%<\/strong>. Services benefited the most <strong>(a jump of as much as 18.8%<\/strong>), and the <strong>gastronomy<\/strong> and <strong>health and services<\/strong> sectors recorded increases of 7% and 6.8% respectively.   <\/p>\n<p>&nbsp;<\/p>\n<p>This shows the potential of campaigns on MORE media located in shopping centers. They build brand awareness and reach, but they can also play a much more complex role \u2013 being one of the last touchpoints in the consumer's purchasing journey. At this point, the message can not only remind about the brand but, above all, reinforce previous communication, respond to the current shopping context, and direct the consumer to a specific action. A properly planned communication sequence allows DOOH in the gallery to remind about an offer, inform about a promotion, indicate a store's location, or encourage a purchase \u2013 precisely when the consumer is close to the decision-making point.   <\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-20910 size-full\" src=\"https:\/\/jetline.pl\/wp-content\/uploads\/2026\/10\/30076_A_Dunajewskiego-1-3-1.jpg\" alt=\"DOOH shopping mall\" width=\"486\" height=\"425\"><\/p>\n<p>In autumn, traffic patterns can change dynamically, depending on the weather. Interesting data is presented by the BT Active Intelligence study conducted in the UK. The average retail footfall across the country fell by <strong>4% year-on-year<\/strong> in September 2025. But the structure of this movement was more complex and showed an increase in traffic in city centers and downtown areas: +4% year-on-year, with a simultaneous decrease in retail parks (-4%) and in local and district centers: -10%.  <\/p>\n<p>&nbsp;<\/p>\n<p>In such scenarios, the <strong>ability to purchase a specific audience and rotate locations<\/strong> comes to the rescue \u2013 for example, between media in shopping centers and those in urban storefronts visible from the street. This allows the advertiser to optimally utilize the budget while increasing campaign reach \u2013 the message is where its recipients actually are. <\/p>\n<p>&nbsp;<\/p>\n<p>Sources: <a href=\"https:\/\/investors.shoper.pl\/serwis-prasowy\/jesienne-zakupy-polakow-pod-lupa-co-najchetniej-kupujemy-online\">Shoper \u2013 \"Autumn Shopping of Poles Under the Magnifying Glass\"<\/a><\/p>\n<p><a href=\"https:\/\/media.big.pl\/informacje-prasowe\/844476\/jesienna-chandra-drazy-portfele-polakow-co-trzecia-osoba-ulega-impulsywnym-zakupom\">Quality Watch for BIG InfoMonitor<\/a><\/p>\n<p><a href=\"https:\/\/www.pwc.co.uk\/press-room\/press-releases\/research-commentary\/2025\/pwc-comments-on-september-2025-ons-retail-sales-figures.html\">PwC comments on September 2025 ONS retail sales figures<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>With the change in weather, both felt and anticipated, customer...<\/p>\n","protected":false},"author":35,"featured_media":20893,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[614,602,747],"tags":[],"class_list":["post-20915","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dooh-en","category-inspirations","category-more-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Autumn Shopping: How to Leverage Seasonal Consumer Behavior in OOH? - Jet Line<\/title>\n<meta name=\"description\" content=\"Autumn brings changes not only in weather but also in consumer behavior. 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