That whole area is one of the most populated in the United States, which would most definitely cause panic buying of cold-weather supplies. Really, we should be thanking the weather channel for their assistance at this time.
However, the stock is still undervalued in my opinion.
I honestly don;t believe that because the weather channel is saying there will be snow people are running to go buy UGG boots. Seriously, they are not SNOW shoes, they are cold weather shoes. You buy them BEFORE the cold weather gets there, not the day of.
Relax a bit puppies. The stock is going up not because of the weather but because the stock is trading below reality which is that even if this company had declining sales, it is trading significantly below others in retail who have worse margins, less brand popularity, less profits, etc. Not because Joe the weather guy said its going to snow,.