If you’ve not found yourself looking at home air conditioning over the last couple of weeks, you’re probably in the minority. With another spell of exceptionally hot weather, keeping cool has become a priority for many households.
Neighbourhood WhatsApp groups seem to have filled up with recommendations for local air conditioning installers, while friends have been swapping tips on everything from keeping south-facing rooms cool to which fans are actually worth buying.
The surge in demand has been reflected in the shops too. Currys reported that fan sales increased by almost 3,000% over a single heatwave weekend, while sales of portable air conditioners rose 330%, with retailers racing to replenish stock as demand surged.
It’s easy to see these as simply seasonal purchases, but there is something more interesting going on from a behavioural perspective.
Products like fans and air conditioners often sit in the background for much of the year. People know they exist, but they rarely feel an urgent need to own one. Yet, after a few nights of poor sleep or several days of trying to work in an overheated house, something changes; a product that felt optional a week earlier suddenly becomes an immediate priority.
Consumer needs don’t always emerge gradually
Businesses often assume that demand builds steadily over time. In reality, many purchasing decisions are triggered by a specific moment or change in circumstances.
Before the recent heatwaves, many households probably wouldn’t have considered buying a portable air conditioner and may have questioned whether it was worth the money. But after experiencing temperatures inside their home that make sleeping difficult or working uncomfortable, the same purchase starts to feel far easier to justify.
Context changes how we judge value
One of the most interesting aspects of consumer behaviour is that value isn’t fixed. It changes depending on the situation we’re in.
A fan that seemed expensive in April can feel like excellent value during a heatwave. A portable air conditioner that once looked like an unnecessary luxury can quickly become a sensible investment if it helps someone sleep properly or makes working from home bearable.
We see similar patterns across many categories. Travel insurance feels much more valuable after hearing about widespread flight disruption. Home emergency cover becomes easier to justify after a burst pipe. Even everyday products can become significantly more appealing when they solve a problem people are experiencing today rather than one they imagine might happen in the future.
And while the UK may appear to be wholly unprepared for the heat, this isn’t just an issue for Brits. Across Europe, manufacturers have reported rapidly increasing demand for air conditioning as hotter summers become more common. Samsung and LG have both reported strong sales growth, while some portable models have sold out entirely in parts of Europe.
Timing matters as much as the proposition
This is one of the reasons market research looks beyond whether people simply like an idea and instead explores the circumstances in which they are most likely to buy.
A proposition may receive a fairly lukewarm response when consumers are considering it hypothetically. Present that same proposition at the point where the need feels immediate, however, and purchase intent can look very different.
Understanding those trigger moments can be just as important as understanding the customer themselves. It’s not only about identifying who is most likely to buy, but recognising when they’re most receptive to making that decision.
What this means for brands
The recent heatwave is a useful reminder that demand doesn’t always develop in a predictable, linear way. External events, seasonal changes, and everyday experiences can all reshape how customers think about value – sometimes almost overnight.
For businesses, understanding those moments can make a significant difference. It’s not simply about having the right product or service, but recognising the situations that bring it into focus and making sure customers can easily see how it solves the problem they’re facing.
The recent surge in demand for cooling products wasn’t driven by clever advertising or changing fashions. It was driven by a change in people’s circumstances. As soon as the problem became real, products that had been sitting firmly in the “nice-to-have” category suddenly became essential.
It’s a useful reminder that consumer demand is rarely static. Often, it isn’t people’s needs that change, but the context in which those needs are experienced. Understanding that context is often the difference between knowing there’s a market for your product and understanding when customers are genuinely ready to buy.