Spoiler: Yes - and it’s probably influencing yours, too.Ever noticed how sunscreen starts flying off the shelf before summer even arrives? Or how Mother’s Day gift guides start making the rounds as early as March, not May?That’s no accident - and it’s not just clever marketing. The truth is, when people buy is often shaped less by logic and more by seasonal patterns, cultural rhythms, and event-driven habits. And in New Zealand and Australia, those rhythms don’t always line up with global marketing calendars.Understanding how time of year affects your customers' behaviour isn't just interesting - it's essential to staying visible, relevant, and profitable.Let's look at how real-world factors like weather, national holidays, cultural trends, retail events and more shape purchase intent locally and in Australia - and how your marketing strategy should flex to match.Because when you time it right, your brand isn’t just another option: it’s the one they’ve already been thinking about.Seasonal Shifts Hit Differently Down HereForget the textbook idea of seasons dictating behaviour in neat, predictable waves. In New Zealand and Australia, seasonality doesn’t follow global marketing rules - it follows local lifestyle patterns.Sure, it’s warmer from December to February. But the real consumer shift comes from what people are doing in that warmth: winding down for the holidays, heading to the beach, clocking off early, or stretching paycheques across six+ weeks of a busy summer.Likewise, “back to school” isn’t just a pencil promo. It’s a return to structure after a long, often expensive break. It’s when ecommerce picks up again - and when shoppers become more intentional.And winter? It’s less about chilly sunshine and sleeting rain, and more about:• Staying home and upgrading the space• Cooking more, ordering in less (or vice-versa if winter is their down time!)• Buying items that offer comfort, warmth or practicality• Tapping into EOFY...