Why Does November Suck As A Selling Month?

Two things, which you won’t read anywhere else…

Nearly all of Europe and the U.S.’ buying public lives north of the equator.  Remove India, which doesn’t buy from us, and everyone else is north of the equator.  June 21st, we begin our trek to the shortest day of the year.  On November 30th, we are only 21 days away from the shortest day all year.  As the length of the day shortens, we get less sunlight and our bodies receive less ultraviolet light.  UV when it hits our skin, creates Vitamin D.  So, the less sunlight, the less Vitamin D.  Also, the shorter days interferes with our circadian rhythm.  When it gets dark earlier, we feel it’s time to go to sleep.  Consistent, artificial light has only been around for less than 150 years in our more than 2.5 million years of evolution.  So, our brains think we need more sleep and we deprive it.  It’s the same signal that makes bears, mice, and other mammals hibernate.

Vitamin D regulates the absorption of calcium and phosphorous and helps facilitate a normal immune system. Getting enough Vitamin D is important for normal growth and development of bones and teeth, as well as improved resistance against certain diseases.  Also, Vitamin D fights anxiety and depression and helps regulates mood chemicals such as serotonin, endorphin, and dopamine, some research has shown.

And…  Here the something you won’t read anywhere else.  The color of the light changes.  I am totally convinced it’s the color of the light that signals the leaves on the tree to turn orange, yellow, then die off, not the length of the day; otherwise, the leaves would turn colors on the same day every year, which it doesn’t.  It can fluctuate not on amount of daylight or temperature, but amount UV needed for photosynthesis.  Winter months have more cloudy and overcast days than does summer.  During the summer as the sun is more directly overhead, the path through the atmosphere is shorter and more of the higher wave length of blue gets through, less gets filtered out.  In the winter as the sun rises and sets lower in the horizon, there is more water vapor for the sunlight to shine through and the light shifts to the red spectrum.  This is why, during a summer day the sky, lakes and oceans are reflecting more blue.  During sunrise and sunset, the sky turns orange and red.  The additional water vapor filters out the blue spectrum and as above, the violet and the ultra violet light.  Again, less UR, less vitamin D.

The shorter, redder days is why many people get “Seasonal Affective Disorder) or SAD.  If you expose yourself to fluorescent lights for 2 to 4 hours a day, you feel better, more Vitamin D.   While fluorescent light isn’t the complete spectrum it contains more blues than incandescent bulbs.  This is why photographs taken under incandescent light bulbs has a reddish-orange hue and photographs taken in offices under fluorescent lights looks more blue.
So, a lack of Vitamin D, a feeling of lack of sleep, less blue or UV light / Vitamin D, the reddish hue, and in most cases, rain and generally colder weather, your metabolism slows, you eat more comfort foods containing higher carbohydrates (mac and cheese, corndogs, cakes and pastries), which your body can convert it’s sugar more easily.  And, you lose your ambition, you want to sleep more, and finally, you don’t care about buying as much.

While December is even worse than November, Christmas, Hanukah, Kwanza, and other gift giving holidays forces us to spend; otherwise, the end of the year would wreak financial doom on all companies north of the hemisphere.


Lon Safko
Bestselling Author & International Keynote Speaker

Lon LIVE !