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Significance Climate change exposes people to conditions that are historically unusual but that will become increasingly common over time. What kind of weather do people think of as normal or unusual under these changing conditions? We use the volume of social media posts about weather to measure the remarkability of different temperatures and show that remarkability changes rapidly with repeated exposure to unusual temperatures. The reference point for normal conditions appears to be based on weather experienced between 2 and 8 y ago. This rapidly shifting normal baseline means warming noticed by the general public may not be clearly distinguishable from zero over the 21st century, with potential implications for both the acceptance of global warming and public pressure for mitigation policies.