This is a very popular scheme to produce a smoothed Time Series. Whereas in Single Moving Averages the past observations are weighted equally, Exponential Smoothing assigns exponentially decreasing weights as the observation get older.
In other words, recent observations are given relatively more weight in forecasting than the older observations.
In the case of moving averages, the weights assigned to the observations are the same and are equal to 1/N. In exponential smoothing, however, there are one or more smoothing parameters to be determined (or estimated) and these choices determine the weights assigned to the observations.
Exponential smoothing has proven through the years to be very useful in many forecasting situations. It was first suggested by C.C. Holt in 1957 and was meant to be used for non-seasonal time series showing no trend. He later offered a procedure (1958) that does handle trends. Winters(1965) generalized the method to include seasonality, hence the name “Holt-Winters Method”.
The Holt-Winters Method has 3 updating equations, each with a constant that ranges from 0 to 1. The equations are intended to give more weight to recent observations and less weights to observations further in the past.
These weights are geometrically decreasing by a constant ratio.
The HW procedure can be made fully automatic by user-friendly software.