Rain or Shine: How to Market Your Business When the Weather Isn’t on Your Side
Toronto is currently experiencing its coolest late May since 1967. Instead of backyard BBQs, patio cocktails, and warm-weather shopping, people are bundled up and staying in. If your business depends on seasonal weather (like selling sandals, running outdoor events, or filling patio tables) this kind of unseasonable chill can put a real freeze on sales.
But just because the weather isn’t playing along doesn’t mean your marketing can’t. In fact, this is a great opportunity to pivot, connect creatively with your audience, and keep your business top of mind. Here are some smart ways to market your business when the forecast isn’t in your favour.
1. Lean Into the Reality
Instead of ignoring the bad weather, talk about it! People love relatable content. A quick, cheeky social media post acknowledging the unseasonable chill can build connection and authenticity.
Example:
“Not exactly patio weather, eh Toronto? We’re keeping cozy inside with comfort food and hot drinks — come warm up with us!”
2. Promote Alternative Products or Services
If your summer offerings are stalled, shine a spotlight on what is in demand right now.
Retailer? Focus on transitional pieces, cozy layers, or rainy-day accessories.
Restaurant or café? Offer warm specials, hot drinks, or comfort foods.
Outdoor service? Promote gift cards or pre-bookings for sunnier days.
3. Offer a "Rainy Day" Promo
Create a limited-time promotion that reflects the weather — it creates urgency and helps lift spirits.
Examples:
“Cold Snap Sale! 15% off until the temperature hits 20°C.”
“Rainy Day Comfort Bundle – Soup + Sandwich Combo for $10!”
4. Get Creative with Your Content
Use this time to post fun, engaging content that doesn’t rely on weather.
Behind-the-scenes looks at your business.
Employee picks or customer favourites.
Quizzes, polls, or "Would You Rather?" stories on Instagram.
Create a Spotify playlist to match the current mood.
5. Encourage Online Shopping or Ordering
If foot traffic is down, make it easy for customers to shop from home. Promote your website, share delivery options, or offer incentives like free local delivery or curbside pickup.
6. Plan Ahead for the Weather Bounce-Back
It will warm up eventually. Start teasing your summer offerings now to build anticipation.
“We’re dreaming of sunny days — and we’ve got something fun coming your way soon!”
Share sneak peeks or pre-order opportunities for summer products.
7. Tap Into Local Love
This is a great time to remind your community that supporting local matters — no matter the weather. Share your story, thank your customers, and invite people to help keep local businesses thriving, rain or shine.
Final Thought:
Unseasonable weather can feel frustrating, especially when your business is geared toward sunshine and warmth. But adaptability is a superpower. With a little creativity and smart marketing, you can turn cold days into connection, sales, and loyalty.
Need help coming up with content when the weather isn’t working for you? I can help brainstorm strategies that fit your business, just reach out! 🌧️✨