Summer, low sales season or not?

July 3, 2014


Sales are more seasonal than most of us entrepreneurs believed when we started out. Yes, December is most probably factored in your projections as a low-selling month (and if not, think about it!), but have you thought about sales in all months and seasons?

Summer too can have an impact on your sales figures for a variety of reasons:

  1. If you sell ice cream you are busier than the rest of the year with heat waves chasing Torontonians into water and air conditioning.
  2. Many people are on holiday, off to the cottage or are more interested in enjoying the weather on a patio than working hard behind a computer screen.
  3. Taxes are just paid in spring, many will try to forget thinking about financial projections and tax payments.
  4. Students have just graduated and most employers will not hire until September comes around to get ‘fresh blood’ at the company.
  5. Business owners tend to spend less money in the first two quarters of the financial year (mostly April to October), until they feel the pressure to build the company and use the budget that was set aside.

This is a list of mostly negative outcomes, yet there is huge opportunity in the summer to focus on promotional marketing. Partner up with event organizers to get more exposure such as street festivals and try to get a news story featured (much easier than in winter time). If you have the budget, consider giving away fun promotional items (a Frisbee says more “relax time” than a fridge magnet).

Here are some great ideas how you can take advantage of a slower stream of customers in summer time, opening up your schedule for improving other aspects of your small business. Because in the end, sales are not the only part of the business that make you run a smart business.

Do you consider the summer a low season or an opportunity season?

Image credit: © Dietmar Rabich, via Wikimedia Commons


Lisette Andreyko

Lisette is the founder of Kaleidoscope and is passionate about start-up leadership, personal growth and women in business (and psst.. about tea!). She enjoys connecting with small businesses through her network. You can find her on LinkedIn.