VERTICAL: SMALL BUSINESSES HURT BY THE DREADED RAIN ICON

Many of us start our day by checking the forecast, which is easier than ever thanks to the weather apps on our phones. But for some small businesses in summer tourism spots, the dreaded rain icon can really hurt their bottom line. Even if there’s only a small chance of rain for an hour or two, weather apps will often show a storm cloud for the whole day and may cause users to change their plans. “This is the same for any beach town or any area that is so heavily reliant on the forecast,” says Maya Miller, the co-owner of the Brooklyn Beach Shop on the famous Coney Island Boardwalk. “And I say on the forecast, I don’t say on the weather. It’s not about what the weather actually is, it is about the forecast.” Correspondent Leigh Waldman looks at the troubling trend and what viewers should do before their cancel their beach day in a 3pET PKG with FREE custom talkbacks from New York City.