What is your favorite season? Do you like the sunny beaches of summertime, or do you prefer to cozily sit by a fire in the winter? Perhaps spring is your favorite thing. Or even autumn’s changing leaves make you the happiest.
Everyone has a favorite season. You might be surprised that businesses behave the same way.
Consumer behavior is driven by need—and want!
Well, our needs and wants are influenced by the season.
For example, we are more likely to purchase ice cream in the summer than we are to purchase it in the winter! Cranberry sauce sales spike in November, and apple pie is everywhere for the 4th of July.
Food is not the only industry to reflect seasonal needs. Fashion and sports are among the other season-influenced industries. For the fashion industry, the trends
vary by season. Consumers need swim suits in the summer, and coats in the winter.
This bit of knowledge drives organization and markets every year.
Many activities are seasonal. Can you think of a few?
Here are some we came up with:
· Tennis season in Spring shows an increase in tennis racket sales
· iPhone releases new models in and March and September
· Victoria’s Secret holds its semi-annual sales in January and July
Aside from product and service, seasons differ greatly based on location. Seasons change based on where you are in the world. Did you know that August is a cold month in Australia? This is because locations south of the hemisphere have opposite seasons than we do in the United States. Keep in mind global trends when marketing for international business. For practical purposes, we are basing this article from the perspective of an American small business. This practice makes for happy business owners and happy customers!
Happy customers are attracted every season to certain items. This key marketing point can help you predict and prepare for demand of certain products or services.
It is vital to know if your business has any seasonal trends. Once you know more about these trends, you can adjust your advertising campaigns to serve your needs.
You can find out if you have defining seasonal trends in your small business by
keeping a business log of records. This will help focus your plan and strengthen your
web presence to convert visitors to your website.
1. Note your start date and write down weekly numbers in a log—or log program like Microsoft Excel--to compare the changes over time. When you have a period of six months or more, various trends emerge. For advanced planners, compare your business sales to what they were one year ago or more.
2. Next, compare your numbers between days to see the flow of business on a small scale. It will help to know if people want your business more on certain days of the week. Popular hair salons stay open late on Sundays, while this schedule might not make as much sense for a tutoring zone.
Seasons impact everything from food to fashion because our wants change to reflect our needs. We need different things in different seasons. Specifically, we need to stay warm in the winter. Therefore, the sales of winter coats reflect this trend. Looking at your sales will help you identify various trends in your business through comparison between time periods. ‘Tis the season for smart marketing!