Selling Seasonal Products - Yay or Nay?

We're always being told about specialising in a niche area, so why not only selling seasonal products? How more niche can you get than selling only Christmas themed products? Or Easter eggs. Or certain fruits and veges...

Come on a sleigh ride with us to learn the ins and outs of selling seasonal products, including specific marketing techniques.

What Are Seasonal Products?

There are two kinds of seasonal products: strongly seasonal and weakly seasonal. Strongly seasonal products are the ones which you don't usually find for sale during parts of the year, with weakly seasonally products being available all year long, but with prices and quantities constantly changing. 

Therefore, a seasonal product has an increase or decrease of demand in different parts of the year, and this is related to either the climate (more jerseys sell in winter than in summer) or the custom (Christmas decorations sell more in November and December).

Pros and Cons of Selling Seasonal Products

When selling seasonal products, you can do so through a website and/or a physical store. You'll find that many seasonal businesses will have an online presence year round, and a physical store during their main sale months. This makes financial sense as foot traffic and sales would be minimal during the off season. But what about the additional pros and cons:

Pros of Selling Only Seasonal Products

  • Increased time - with having a specific busy time, it frees you up to focus on other things, both personal and business.
  • Fast turnover - your stock sells very quickly during the busy seasonal times, giving a fast turnover and the opportunity to bring in new and varied product options.
  • Easier marketing - you only need to focus on marketing for a specific part of the year, and it is highly targeted.
  • Well defined markets - you will have a specific niche market that you work within and sell to.

Cons of Selling Only Seasonal Products

  • Increased stress - because there is considerable work at certain times, stress levels will rise.
  • Lower customer engagement - customers are unlikely to want to engage with a purely seasonal business out of season, meaning you have to work extra harder on 
  • Inconsistent income - sales are made mostly within your products' seasonal time period, making income inconsistent or possibly non existent. 
  • Need for organisation - you need to have all of your stock ready to go before the season begins or you'll miss out on sales.

How to Promote Your Seasonal Business In & Off Season

Seasonal selling involves a short time frame, because your customers are only going to want to buy your products at very specific times. Let's take a look at the marketing of Christmas products for example:

  • November and December are your big marketing months. You've got a head-start because everyone already knows when and what Christmas is. 
  • Build up your email database, so you can market to them throughout the year.
  • Ask for and display customer reviews on social media, your website and Google Business.
  • Create themed content for your website, such as the best way to store Christmas decorations - keep your content marketing going.
  • Keep your social media going year round.
  • Have special offers during the off season such as free shipping or early buyer discounts.
  • Consider occasions through the year when people will want to buy your products - mid winter Christmas, payment plans for more expensive items.
  • Create a loyalty program so you can engage with customer even during the off season.
  • Update your website, trial A or B landing pages and add more useful content.

It is vital that as a seasonal business, you have a website through which you can take orders and pre-orders, engage with your audience and promote your business. A website with Website World is ideal for seasonal businesses - get your free website trial here. 

Tags: ecommerce  marketing  

Posted: Friday 8 December 2023