How does seasonality affect business?

Seasonal sales are quite an interesting system in the business world. Be it winter or summer, spring or autumn. Each season differs in the type of products that are focused on the specifics of this period. Some businesses experience a significant increase in sales due to the arrival of a holiday or season. But some create entire business models around a specific season. Such businesses have their peak sales and valleys, they can be very successful, but also have a certain period in which they can make the most profits.

The most important aspect for seasonal sales is pre-planning. If a company fails to plan for its seasonal activities, its operations are doomed to failure. Marketing and sales planning should be developed for the whole year, focusing on each season separately (that is, dividing the plan into seasons of peak and decline in sales). But don't think that you can plan exactly for the entire season, it is important to think through the basic strategy, expecting that you will need to make significant changes, focusing on the causes and effects that appear at one time or another. Therefore, planning in advance is important, but adjustments must be made based on actual performance. Having a marketing plan, business planning, and trained employees can ensure that your business takes off.

A big part of seasonal sales planning is creating a targeted marketing strategy. In no other business model is marketing more valuable than that of a seasonal business. Marketing should be periodic and become more intense as the season approaches, reaching its peak as the season begins. Since a seasonal business does not necessarily operate regularly year-round, marketing must be done to let potential customers know that you and your products are welcome. What should I do? A few touches (direct mail, online marketing, emails, outdoor advertising, etc.) before the season opens and understanding what to do next is key.

For example, in the printing business, a seasonal product is calendars, which , mostly made before the start of the new year. In the summer, mainly and after the New Year holidays, printing volumes slow down a little, due to mass vacations and recreation. And starting from September and February, the printing of business cards, flyers, posters, booklets, catalogs, and calendars is gaining momentum. Therefore, it is important to understand what needs to be done in a given period.