As winter storms continued to dump snow on the Northeast and mid-Atlantic regions— and as Texas endured unseasonably frigid temperatures—some retailers saw an opportunity. Many brands incorporated references to the weather in communications with customers and social media feeds.
“When severe weather hits, we’re here for you and your home,” advertised a banner, accompanied by a snowflake graphic, on top of Lowe’s homepage. In a “Seize the Freeze” 48-hour flash sale, Eastern Mountain Sports promoted discounts of 65%, while Nike touted its fleeces in an email to customers.
Plano, Texas-based J.C. Penney, which had to close stores due to the Texas weather, asserted itself as a destination for “Polar Vortex chic” on Twitter earlier this week by advertising winter coats and hats.