The big contributor is vacations. As flights and hotels have gotten cheaper and cheaper it is more and more common to take 1-2 weeks in places like Thailand or

The big contributor is vacations. As flights and hotels have gotten cheaper and cheaper it is more and more common to take 1-2 weeks in places like Thailand or Bali or Dubai in the winter. So people are going from no sun on their body for 4 month, to spending 10+ hours a day in a bathing suit in extremely intense sun.