Seasonality can have a big impact on retailers, both online and in-store. Understanding how different seasons can affect your business will help you prepare for any peaks and take advantage of opportunities to boost sales.
For most retailers, Christmas is probably the biggest seasonal event where nearly every product category experiences an uplift in sales. But there are lots of other seasonal changes where the impact on demand is more subtle, especially in the spring.
Being able to predict these trends allows you to accurately forecast stock levels and tweak marketing for maximum effect. So, what are some of the most important seasonal triggers and how do they shape what people want to buy?
Be ready for the weather
The weather plays a vital role for retailers and can have a big impact on sales during the spring. According to a report by the Met Office, nearly half of UK retailers say the weather is one of the top three external factors affecting sales.
Some of this impact is easy to understand. If it’s April showers, you’ll sell more raincoats. If it’s a boiling hot June, people tend to buy more garden furniture. But some aspects of the relationship between weather and sales are less clear. Poor weather can lead to more people shopping online from the comfort of their own homes, rather than heading to the high street.
Evidence also suggests that the weather effect is stronger at certain times of the year. While a sunny day can drive lots of sales during the spring and summer, the weather has less effect during the winter months.
Keep an eye out for sales opportunities
Mini holidays and celebrations can make the difference between a good month and a bad month. Just as a good Christmas can make the year, a productive Mother’s Day can help rescue an otherwise quiet March.
Fortunately for retailers, spring is full of seasonal sales opportunities. From Easter, Mother’s Day, St. Patrick’s Day, to Ramadan and May Day, you’re bound to find an event that you can use to appeal to your particular niche.
Seize the seasonal mood
At a basic level, we are all emotional creatures. And often, our emotions influence what we buy. Although we don’t always notice, the changing of seasons can have a huge impact on our outlook and behaviour. Effective sellers can use these subtle mood changes to sell more products.
Spring is typically a time of growth, renewal and good intentions. Summer, a time of warmth, optimism and good humour. Retailers that can package and market these emotions with their products will find their customers willing to buy.
Forgetting the winter blues
Seasonal debt is a very real phenomenon. Part of the reason why January can be a slow month for retailers is because many customers will be suffering from Christmas debt hangovers.
The good news is that come spring, the burden of Christmas spending is long gone and people are looking forward to longer days and warmer temperatures. It is an ideal time for retailers to get creative and make the most of seasonal opportunities to boost sales.
Have an easy to use website and multiple payment options
An easy-to-use website with a secure shopping facility can help retailers by showcasing the latest discounts and deals, whilst targeting consumers with well-placed ads. Meanwhile, giving customers the option to spread the cost of purchases will help in securing those sales, even if money’s tight.
DivideBuy’s interest free credit option integrates seamlessly with your website in a single step. This enables your customers to pay for their purchases over several months with no extra interest to worry about.
If you’re looking to start the year with a jump this spring, DivideBuy is expertly designed to satisfy both the needs of you and your customers. Find out how we can keep your tills ringing this spring.