June and July this year brought both a record heatwave and clear cooldowns with rainy days. The latest Listonic data shows that weather affects the number of users to a lesser degree, and the way they prepare for shopping much more clearly.
Weather extremes and interesting shifts in the data
The last two months were an exceptional period in terms of weather. Poland saw cooldowns, rain and stronger winds, as well as record-high temperatures. On 28 June, Słubice recorded a record 40.5°C, while in the second week of July maximum temperatures in many regions fell to 16–17°C, with rain and gusty winds accompanying the cooler air. Such sharp weather contrasts, together with the shifts visible in the data, prompted us to check whether weather affects not only what we buy, but also how we plan our shopping.
We analysed Listonic user activity from the beginning of June to the end of July 2026. We looked at daily active users, the number of promotional leaflet pages viewed, and the number of products added to shopping lists from offers. The analysis covered that entire period, while the main weather comparison was based on eight Saturdays in June and July. Here are the most interesting conclusions.
A similar number of users, far more planning
On cooler Saturdays, the number of active users was only 7% higher than on very hot days.
Much bigger differences appeared in how people used the app:
- users generated 11% more leaflet views,
- the number of products added to shopping lists from offers grew by almost 13%,
- per user, leaflet browsing and additions were higher by 5%.
The most important observation, however, is not about the number of users itself, which changed less than the other metrics. Clearer differences appeared in the intensity of planning: on cooler Saturdays users browsed more offers and more often added products from leaflets to their shopping lists.
Adding a product is a signal of purchase intent
More leaflet views mean more contacts with offers from brands and retail chains. Even more important, however, is adding a product to a shopping list.
The user did not only see the promotion, but judged it relevant enough to include the product in their plan. That action is much closer to a purchase than an ad impression alone.
The data therefore shows that with a similar number of users, the value of their activity can differ. One day someone quickly checks a list, another day they browse more leaflets, compare offers and add further products.
The strongest cool Saturday shows the scale of the difference
We recorded the clearest result on 13 June – one of the coolest Saturdays in the analysis. Compared with the average for all eight Saturdays covered:
- daily active users were higher by 10%,
- promotional leaflet page views were higher by 13%,
- additions to lists directly from the leaflet view were higher by 20%.
The difference in additions was therefore twice as large as the difference in active users. Per active user, additions were also around 9% above the average. The stronger result therefore did not come from a larger number of users alone – on 13 June they added products from leaflets to their shopping lists more often.
Not every cooler Saturday delivered equally high results. In the analysed sample, however, both cooler Saturdays brought more leaflet views and more additions to shopping lists than either of the two very hot Saturdays.
A long weekend shifts the moment of planning
User behaviour is shaped not only by weather, but also by the calendar.
On the Wednesday before the June long weekend, activity was more than 30% higher than the typical level for that day of the week, and leaflet browsing rose by a low double-digit percentage.
On the public holiday itself both metrics dropped sharply, only to move back above the standard Friday level the next day.
Shopping planning did not disappear. It moved to other days.
Weather can therefore affect the intensity of planning, while the pattern of holidays and days off affects above all its timing.
What does this mean for retailers and FMCG brands?
A constant presence lets you use the moment of higher engagement
These results do not mean campaigns should run only on cool or rainy days. Weather is variable, and a rise in engagement cannot always be predicted far enough in advance.
Instead of making a campaign depend solely on the forecast, it is worth securing a regular presence in a shopping list app. It lets a brand stay visible also when users start browsing leaflets more intensively and adding more products to their lists.
Reach does not show the full value of a campaign
A similar number of users can generate a different number of valuable actions.
That is why, alongside reach, it is worth analysing:
- products added to shopping lists,
- views of further promotional leaflet pages,
- clicks on offers.
These behaviours show whether the communication fitted the real planning process.
Context can strengthen the impact of an offer
On hot days the natural context is drinks, ice cream, barbecue products or sun protection. Cooler weather can favour communication around home meals, baking or restocking supplies.
Weather can therefore support the choice of categories and creative, but it should not be the only basis for campaign planning.
Less sun, more attention for offers
The analysis shows that on cooler Saturdays the number of active users changed less than the intensity of app usage. Users browsed more promotional leaflet pages and more often added products from them to their shopping lists.
For retailers and FMCG brands the most important conclusion is simple: similar reach does not always mean the same purchase potential.
Kamil Janiszewski
A regular presence in the app lets you use the moments when consumers plan more carefully – regardless of whether that was driven by the weather, the calendar or a change in their daily rhythm.
Head of Sales
B2B Marketing Specialist
