Convenience, Not Season

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The fenestration industry has long been shaped by distinct seasonal cycles with demand for premium windows and doors following a predictable ebb and flow – but not anymore, writes Jo Trotman from The Residence Collection.

However, we have observed, these seasonal norms are increasingly fading, particularly following the Covid pandemic and amidst increasing climate changes. It is now good, old lifestyle needs that are affecting the current market.

At the moment, in still uncertain economic times, many consumers are taking longer to make decisions. This approach really has flattened seasonal peaks, spreading demand throughout the year.

 

The weather

Spring and summer months would traditionally be a high season, yet unseasonably wet weather this year across much of the UK had a dampening effect on the fenestration industry. While September and October are typically slower periods, The Residence Collection experienced an unexpected surge in demand as consumers took advantage of the dry spell.

 

Key events provide motivation

Consumers are increasingly driven by convenience and lifestyle needs when planning projects, with demand spiking around key events and holidays. We’re seeing strong activity in advance of major occasions such as school breaks, Easter and in the build -up to Christmas, as householders aim to complete projects on their own timelines rather than waiting for traditional or weather-related peak seasons.

This shift toward personal scheduling means that historically slow periods can now be just as busy as typical high-demand times, making flexibility essential for businesses in our industry.

Additionally, shifting trends in planning approvals, especially for heritage areas and property conversions, are supporting this flexible approach. Approvals that were once highly seasonal or restricted are now becoming more responsive, allowing consumers to move forward with projects – whether in heritage zones or otherwise – based on convenience rather than timing constraints.

 

Planning for a new era for consumers

Particularly for listed buildings or those situated in conservation areas, planning approvals can be difficult due to the sensitive approach the local authority takes to upgrading historic properties. The time these types of approvals take can also have a lasting effect on when consumers move forward with their window installations.

However, The Residence Collection is home to three window systems which are readily approved by local authorities around the UK. This allows for a more robust process when moving forward with window installations in heritage properties.

 

Supply chain needs to meet demand

For businesses in the fenestration industry, these behavioural changes highlight the importance of agility and adaptability in operations. At The Residence Collection, we’ve responded by optimising our services and production to remain flexible year-round, able to meet demand as it arises, no matter the season.

 

Looking Forward

In this evolving market, we expect the demand pattern to continue shifting, with fewer distinct seasonal highs and lows. As a result, consumers can feel empowered to make their decisions based on what works best for their own timelines. With increased access to on-demand resources and a team ready to meet their needs year-round, the decision to invest in high-quality windows and doors can be made on each homeowner’s own terms.

As the concept of seasonality diminishes, home improvement is becoming a year-round endeavour, dictated more by individual needs and external factors like weather than by tradition. At The Residence Collection, we’re excited to support homeowners as they embark on this new approach to home transformation. 

Pictures: Windows, particularly heritage windows, were once a seasonal sale. Now, convenience for the homeowner is the deciding factor in most projects.

www.residencecollection.co.uk

Article written by Jo Trotman, Residence Collection
23rd January 2025

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