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Struggling to keep your ecommerce store sales consistent throughout the year?
Many online businesses experience sales fluctuations depending on the season. But what if you could leverage the changing tides of consumer behavior to your advantage?
That’s where seasonal marketing comes in. This article will equip you with the knowledge and inspiration you need to create winning campaigns. We’ll break down the concept of seasonal marketing, showcase its benefits, and provide 11 creative ideas to keep your store flourishing.
Let’s jump in!
What are seasonal marketing campaigns?
Seasonal marketing is all about aligning your marketing efforts with specific times of the year. Think holidays, changes in seasons, or even major events.
By understanding these natural buying trends—the back-to-school rush, the gift-giving frenzy around holidays, the summer travel boom, and so on—you can create targeted seasonal marketing campaigns that resonate with your customers.
What makes seasonal marketing so important is that it can connect with what customers are already considering and purchasing.
Why is it important to include seasonal campaigns in your marketing strategy?
Seasonal marketing campaigns resonate with your customers by tapping into their current needs and desires.
Let’s paint a picture: It’s December, and everyone’s buzzing with holiday cheer, searching for the perfect gifts. A well-timed seasonal campaign captures this spirit, highlighting your products as the ideal present.
Fast-forward to summer—your campaigns showcase trendy swimwear, must-have travel essentials, and outdoor gear, perfectly aligned with vacation plans and seasonal desires.
This is the power of seasonal marketing campaigns. They don’t just follow the calendar, they anticipate customer mindsets throughout the year.
Let’s see some of what you can accomplish with seasonal marketing:
- Increase sales: Align with seasonal trends and watch sales soar! Promote summer essentials or holiday gifts—trends become your allies.
- Stay top-of-mind: Creative campaigns showcasing seasonal products keep your brand fresh, building stronger customer connections.
- Attract new fans: Seasonal promotions are like a magnet for new customers searching for what you offer. Back-to-school sales draw parents, while gift guides capture present-seekers.
- Target smarter: Understand customer needs (back-to-school, holidays) and create laser-focused campaigns for better results.
- Create urgency: A seasonal marketing campaign creates a sense of urgency, encouraging purchases before promotions end.
- Move inventory: Seasonal sales move older inventory, making room for new arrivals.
11 seasonal marketing strategies you need to try in 2024
Ready for some tried-and-tested seasonal marketing strategies? Let’s explore how they can boost sales and help you reach your objectives for each holiday season!
1. Build your list before your seasonal campaign
A successful seasonal campaign starts before the season even arrives! To do it right, you need to build a robust email list well in advance.
Target website visitors who show interest in upcoming sales with strategic popups.
These popups can offer visitors exclusive early access, discounts, or sneak peeks at new products in exchange for their email address.
Take inspiration from Obvi’s pre-Black Friday campaign. They used an email list building popup to build their email list, offering early access to deals for those who signed up.
2. Build hype around your campaign on social media
Social media is where all the magic happens.
Partner with social media influencers who are true brand champions. Their authentic voice and dedicated following can boost the seasonal excitement.
Take a page out of Gymshark’s playbook!
They strategically use influencers to build excitement for their sales long before launch. This creates a buzz that gets your target audience talking and ready to shop when the time comes.
Fuel audience excitement with teasers, behind-the-scenes glimpses, and captivating countdowns.
3. Recommend seasonal products that are on sale
Don’t wait for customers to hunt down your seasonal offerings! Promote your hottest seasonal products on a popup.
By making it easy for customers to find what they’re looking for, you can help them make quick purchasing decisions and increase sales.
Take inspiration from Goldelucks. During Valentine’s Day, they used an exit-intent popup to showcase seasonal donuts, making it effortless for shoppers to find the perfect present.
If you want to up your game, you can use sticky bars on category pages:
Or exit intent popups on product pages (just like Goldelucks did):
4. Increase urgency with a countdown timer popup
Fear of missing out (FOMO) is a powerful motivator! Create a sense of urgency and drive quicker purchases by implementing a countdown timer on your exit-intent popups.
This timer shows exactly how much time remains for your sale, encouraging customers to act before the deal disappears.
Obvi isn’t the only brand to discover the power of urgency.
Their test using countdown timers on discount popups saw a conversion rate increase of 7.97% compared to the version without a timer.
This tactic can significantly boost conversion rates by encouraging customers to act fast before the deal expires.
Boost your results with these templates:
5. Send email campaigns during the sale
If you think email marketing is old news, think again! It remains an inbox powerhouse.
Fire up regular email updates throughout your seasonal campaign.
These emails can include valuable reminders, highlight new deals, and showcase exciting seasonal products. Sweeten the pot with exclusive email offers and personalized product recommendations based on past purchases.
Remember, design matters! Create visually appealing emails showcasing your seasonal products and promotions.
And don’t forget urgency—compelling calls-to-action and reminders about limited-time offers will entice customers to click through and buy, turning your seasonal email marketing into a sales success story.
6. Give early access to subscribers
Loyalty deserves rewards, and at your ecommerce store, that means early access to seasonal sales! This exclusive perk isn’t just about making your best customers feel valued (although that’s definitely a plus).
Announce this VIP treatment in advance to encourage sign-ups and watch the buzz build around your upcoming sales.
Early access isn’t just a reward, it’s a strategic move to fuel sales and ignite word-of-mouth excitement.
7. Use gamification
We all love a little fun, right? So why not ditch the snooze-fest sales tactics and inject some playful excitement into your seasonal marketing campaigns with gamification?
Gamification takes your customer experience from “meh” to “magical!”
Interactive elements like lucky wheel popups, where visitors spin for discounts or prizes, engage them on a deeper level.
This not only makes shopping enjoyable but also increases the likelihood of them converting into happy, paying customers.
8. Remind visitors about the sale with a sticky bar
Don’t let your seasonal sale get lost in the browsing shuffle!
A strategic sticky bar at the top or bottom of your website acts as a constant reminder, keeping your promotion front-and-center for visitors as they explore your site.
The beauty of sticky bars lies in their subtlety. They gently nudge visitors toward your sale without being intrusive.
To truly supercharge your sales, ensure your sticky bar includes a direct link to your sale page and highlights any key deals.
9. Create dedicated seasonal category pages
We’re always short on time, even when we’re shopping. If you want to save your customers from gift-giving meltdowns, create dedicated seasonal category pages.
By organizing your website with dedicated seasonal category pages, you make it incredibly easy for customers to find the products they’re looking for.
Think sections like “Back-to-School Essentials,” “Summer Must-Haves,” or “Gifts for Mom.” This eliminates the need for them to sift through your entire catalog, saving them precious time and eliminating frustration.
Let’s check out an example from Stanley and their Mother’s Day collection:
10. Launch seasonal limited edition products
Limited edition products? Count us in!
These unique finds attract collectors and loyal customers, transforming ordinary buys into must-have treasures.
And don’t forget to promote them heavily. Build anticipation with teasers, highlight their features, and showcase limited availability. This urgency fuels sales like nothing else.
Think Stanley’s Mother’s Day collection we showed before, or Waterdrop’s Pride line-up (see below).
Limited editions create excitement, attract new fans, and boost sales—a win-win for you and your customers who crave exclusivity.
11. Use seasonal design in your store
Forget tired, boring websites! Dress up your online store for the season with a festive makeover. Update your banners, popups, and visuals to reflect the current holiday or season.
This isn’t just about decoration, it’s about creating an engaging shopping experience. Festive design puts customers in the buying mood!
This fun experience subconsciously encourages purchases and creates a positive association with your brand.
Examples of seasonal campaigns
Ready to see some seasonal campaigns in action? Here are a few ideas to spark your creativity:
- Valentine’s Day: Chocolates, flowers, jewelry—romance is in the air! Restaurants can offer romantic dinners for a special touch.
- Spring Cleaning: Help customers refresh their homes by promoting organization & cleaning products for a fresh start.
- Easter: Candy & fun! Create campaigns around Easter egg hunts and themed products like chocolates & decorations.
- Summer: Clothing brands can showcase summer collections, homeware brands can feature items for the patio table, and travel companies can highlight deals.
- Back to School: Time to hit the books! Stores can offer discounts on school supplies & tech gear for students & parents.
- Halloween: Candy, costumes, & spooky fun! Run contests, launch themed products, & offer party planning tips.
- Winter Holidays: This is prime gift-buying season.Think Black Friday deals, Christmas promotions, & holiday packaging.
FAQ
Are there any pitfalls to avoid in seasonal marketing?
- Being inauthentic: Don’t force a seasonal theme if it doesn’t organically fit your brand.
- Overdoing it: Constant seasonal promotions can cheapen your brand and tire out customers.
- Missing the mark: Ensure your messaging aligns with the actual spirit and traditions of the season.
How do I plan a seasonal marketing campaign?
- Choose a seasonal opportunity: Identify holidays, events, or trends that align with your brand.
- Develop targeted messaging: Create content and promotions that resonate with the specific season or event.
- Plan your schedule: Align your campaign with the lead-up and peak period of the chosen season.
- Utilize various marketing channels: Integrate seasonal themes across social media, email marketing, website content, and advertising.
- Track and analyze results: Monitor the performance of your campaign to measure its effectiveness and make adjustments for future seasons.
Wrapping up
Seasonal marketing—when done right—can be a powerhouse for your marketing strategy. Make sure to implement the marketing ideas we’ve shared with you in this article before the next holiday season!
If you want a powerful ally in crafting those campaigns, OptiMonk is the way to go. Create your free account today and boost the effectiveness of your campaigns!
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Written by
Barbara Bartucz
Barbara is a Content Marketer at OptiMonk. She takes pride in creating different forms of content, whether it’s an article, a video, or an e-book.
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Product updates: September Release 2024
