Trends Q: Does the average age of season pass purchasers change as a deadline approaches?

Last week we looked at the average age of pass purchasers by the time of year they bought, but there was one more piece that intrigued us along the way: how does average age change around deadlines? Does the younger crowd also wait until the last minute when a big price increase is imminent? Take a look.

The Goods
For this analysis we used the same group of resorts and pass data as last week. But before digging any deeper, we first used sales data and email history to identify and confirm one major pass sales deadline for each resort. Then, we found the average age of people who bought in the month leading up the that date, then the average age of skiers who bought two days before, the day before and, finally, the day of the deadline.

Perhaps not surprisingly we see the exact same trend we saw last week. Though the gap isn’t nearly as wide, the average age of those who buy during the month leading up to a deadline was 3.5 years higher than those who bought on the day of the deadline. Even compared to the two days before, the difference in average age to the day-of purchasers is over 2 years.

What This Means
While our hypothesis for the trend we saw last week centered around life circumstances, perhaps the lesson here is something we probably would have guessed but may now be able to confirme: younger people are more likely to procrastinate and wait until the last second.

Whether that’s waiting 9 months before the season starts or a few extra days before a price increase arrives, younger people seem to wait. We’ve seen this with booking a vacation, and we’re seeing the same thing when it comes to buying a season pass.

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