Sunshine, Slowdowns & Sales: How to Market Smarter This Summer
As the temperature rises, many small businesses notice a dip in their usual momentum. Customers head off on vacations, spend weekends at the cottage, or are simply caught up in the rhythm of summer—kids at home, barbecues, beach days, and a generally more relaxed pace.
If spring and summer tend to be slower seasons for your business, don’t panic. With a bit of creativity and planning, these months can actually be a great opportunity to connect with your audience in fresh, seasonal ways. Here are some smart marketing ideas to help you stay visible (and profitable!) through the sunny season:
Why Do People Buy? It All Comes Down to Two Things: Pain or Pleasure.
At the heart of every purchase decision is one of two motivations:
🔹 To solve a problem (pain)
🔹 To improve their life in some way (pleasure)
Understanding this simple truth can make a big difference in how you market your business.
☀️ 1. Lean Into the Season
Instead of fighting against the slower months, embrace them! People are in a different mindset in the warmer weather—more relaxed, social, and spontaneous. Align your marketing with that energy.
For restaurants & cafes: Promote takeout-friendly picnic bundles or lighter, seasonal menus.
Retailers: Highlight summer fashion, patio essentials, or vacation must-haves.
Service providers: Talk about how your offering can help clients prepare for or enjoy the season (like landscaping, car detailing, house prep, etc.).
👰♀️ 2. Tap Into Summer Events
Weddings, family reunions, graduations, BBQs, long weekends—there are a lot of social gatherings in spring and summer. Find creative ways to tie your business into these seasonal events.
Caterers & food shops: Offer themed platters or “event-ready” packages.
Gift shops or boutiques: Market yourself as a one-stop-shop for host gifts, wedding presents, graduation goodies, or event apparel.
Personal services (like salons, cleaners, etc.): Promote "event prep" services.
🧺 3. Package Your Products for the Cottage Crowd
Create bundles that are easy to grab-and-go. Think picnic kits, grilling boxes, road trip snacks, or “cottage survival” bags. Bonus points if you promote them as preorder or limited-time offers!
📱 4. Stay Social—Even If They’re Away
Just because your customers aren’t in-store doesn’t mean they aren’t scrolling. Use your social media to stay top-of-mind with fun, seasonal content:
Share recipes, playlists, or tips for summer entertaining
Highlight staff favourites for long weekends or vacation days
Ask your audience to tag you in their summer moments using your products or services
🎯 5. Focus on the Locals
While some folks leave town, others stay put—and often appreciate businesses that don’t close for the season. Offer specials for staycationers, weekday lunch crowds, or parents looking to escape the chaos at home.
📆 6. Plan Ahead for Fall
Use the quieter summer months to prep your content, promotions, and website updates for fall. You’ll thank yourself later.
💬 In Summary:
Spring and summer might not be your busiest time, but that doesn’t mean they can’t be impactful. Use the seasonal energy to meet your audience where they are—at the park, on the road, or relaxing at home—and offer them value that fits their lives right now.
Need help putting together a summer marketing plan or seasonal campaign? Let’s chat! I can help you find creative, strategic ways to make the most of the sunshine season ☀️