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  <time  itemprop="datePublished" datetime="August 29, 2017" pubdate="">August 29, 2017</time>
</div></div>  <h1 class="h1" itemprop="title">
    Hurricane Harvey Devastation May Spare E-commerce</h1>
    
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                                                <a href="http://www.targetmarketingmag.com/author/hfletcher/">Heather Fletcher</a>
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  <div id="thumb-wrap"><div id="attachment_67858" style="width: 360px" class="wp-caption alignright"><a href="http://www.targetmarketingmag.com/article/hurricane-harvey-devastation-may-spare-e-commerce/screen-shot-2017-08-28-at-5-48-56-pm/" rel="attachment wp-att-67858"><img class="size-full wp-image-67858" src="http://www.targetmarketingmag.com/thumb/?src=/wp-content/uploads/sites/3/2017/08/Screen-Shot-2017-08-28-at-5.48.56-PM-e1503960371636.png&amp;w=350&amp;h=295" alt="Hurricane Harvey may up e-commerce, other brand sales" width="350" height="295"></a><p class="wp-caption-text">(Image of Hurricane Harvey via the National Hurricane Center.)<br>This graphic is created by the <a href="http://www.wpc.ncep.noaa.gov/#page=ovw">NWS/NCEP Weather Prediction Center (WPC) </a>and shows rainfall potential for the United States when a tropical cyclone threatens land. The graphic is displayed as a Quantitative Precipitation Forecast (QPF), which shows rainfall totals for a specified time period, based on forecaster discretion. | <span class="credit">Credit: NOAA by WPC</span></p></div>
<p>Hurricane Harvey may have a devastating impact on retailers this week. But e-commerce sales may rise with the tide.</p>
<p>Retailers are set to lose $1 billion due to Hurricane Harvey, <a href="https://planalytics-media.s3.amazonaws.com/marketing/Planalytics%20Assessment_Harvey's%20Economic%20Impact_08282017.pdf">reports weather analytics company Planalytics on Monday. </a>(Opens as a PDF) And restaurants, malls, clothing stores and, surprisingly, home centers are among the businesses that won&rsquo;t get that brick-and-mortar money back, Planalytics says. But what about e-commerce marketers? During other bad weather, online sales have increased almost 5 percent, according to IBM data.</p>
<p>Planalytics says of Harvey:</p>
<blockquote>
<p>&ldquo;The total impact will take place over time &mdash; not just now/this week. Following major weather events such as this, the economic impacts are felt in the coming weeks and months as consumers and businesses look to repair/rebuild based on their own individual situation.&rdquo;</p>
</blockquote>
<p>While not all bad weather is the same,<a href="http://www.targetmarketingmag.com/article/snow-day-yay-say-e-commerce-marketers-yes-really/all/"> a Feb. 2015 blizzard </a>resulted in a nearly 5 percent increase in sales for e-commerce marketers, reported IBM.</p>
<p>As Target Marketing <a href="http://www.targetmarketingmag.com/article/today-snowy-payday-for-e-commerce-marketers">reported about a January 2016 blizzard </a>in the Northeast, that particular bad weather meant the following possibilities for e-commerce and other marketers. (Brands may want to consider the severity of this storm before deploying or modifying these messages.)</p>
<ul>
<li><strong>Financial Services Companies</strong> can suggest financial products for customers who want to "save for the bad weather," Daniel Lack posts on the Masterclass Blog in 2013. Perhaps a play on words? ("Save for a rainy day.")</li>
<li><strong>Auto Sellers</strong> can suggest selling or leasing vehicles. "You or your staff wouldn't be stuck with a 4&times;4." [<em>Author's note: Gas prices may rise, considering refineries are being taken offline during the storm.</em>]</li>
<li><strong>Clothing Retailers</strong> can offer "free next-day delivery on all coats and gloves, etc. " [<em>Author&rsquo;s note: This message was for a snowstorm. Harvey might mean different clothing choices.</em>]</li>
<li><strong>Home Improvements.</strong> These marketers may not have to use the "prevention" angle after a bad storm. Maybe that roof should've been fixed before, but now it needs repair. [<em>Author&rsquo;s note: While this tip may apply to e-commerce sites during the storm, Planalytics does note that most of the lost brick-and-mortar sales will be during it &mdash; but not before and after. Planalytics: &ldquo;Home Centers (Home Depot, Lowe's, Tractor Supply) likely had an increase in traffic before the storm and will aid in the clean-up efforts. In the peak of the storm, these chains also lose business as stores are closed and people are unable to leave their homes.&rdquo; Target Marketing&rsquo;s sister brand, <a href="http://www.mytotalretail.com/article/home-depot-helps-texans-affected-hurricane-harvey">Total Retail, reports </a>on Monday that The Home Depot committed to helping with relief efforts in Texas and Louisiana.</em>]</li>
</ul>
<p>What do you think, marketers?</p>
<p>Please respond in the comments section below.</p>
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                <span id="dsq-author-user-7665">Sheryl Woods</span>
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            <div id="dsq-comment-message-7665" class="dsq-comment-message"><p>Yet how does this work where weather affects transportation and delivery of goods?</p>
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                <a id="dsq-author-user-7667" href="http://www.targetmarketingmag.com" target="_blank" rel="nofollow">Heather Fletcher</a>
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        <div id="dsq-comment-body-7667" class="dsq-comment-body">
            <div id="dsq-comment-message-7667" class="dsq-comment-message"><p>It&#8217;s a good question! These numbers were from a blizzard, and they were still up from normal figures.</p>
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