‘Tis the Season: Prepping for Seasonal Selling

Even rookie ecommerce merchants are keenly aware of the concept of seasonal sales. Constant reminders urge readying for the Christmas holiday, with mentions popping up earlier and earlier each year. But successful retailers and wholesalers understand that there are four seasons to every year, and a customer base that has its eye on each one.

Inventory and acquisition strategies are set in stone for big box and prolific sellers. Smaller entities operating solely online enjoy more flexibility in adjusting their plans for accommodating demands. Whether you’re a drop-shipper, a base retailer, or a customizing artist, you should develop a solid annual plan for supplying customers with products to fit the season.
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Seasons are relative to a particular industry, for the most part. If your product line is limited to ski supplies or apparel, for example, you know that off-season sales are important, but incorporating warm-weather goods is probably not a priority. That said, there are ways to harness the power of customer demands based on a close following; to offer products tailored to their beloved activity. 

Custom artists selling on platforms such as Etsy have long been aware of this concept. Many customize apparel, housewares, art, etc., to fit a niche hobby. Follow their lead, adapted to your store, to increase sales. It’s a win-win.

Here are tips to ponder when deciding on a strategy for tapping into seasonal trends:
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• Marketing early – and late.
  Most experts advise getting a jump on pre-season marketing as soon as possible. Not a bad plan for major retailers. But it lacks flexibility, and ignores the established human trait of impulse. Even if snowbound beachcombers are longing for warmer days, their purchasing habits likely will not reflect that. Focus just as heavily on real-time marketing to upsell your seasonal products.
  

• Get personal.
  The trending phenomenon of personalized interaction through chatbots, private messaging, and outreach texts offers a dynamic opportunity for capturing attention at the beginning of a season. Pushing outdoor fire pits and camping supplies is likely more fruitful once the changing climates of Spring fade away.
  

• Be picky.
  If you’ve done your homework from a prior season, you’ll know which products sell faster and in greater numbers. Use that as a guide, but don’t be afraid to introduce new styles.
  

• Happy Holidays.
  In the vast coagulation of obscure holidays that include National Siblings Day and Hot Chocolate Day, the more recognizable ones generate frantic last-minute purchases. Push products conducive to Mother’s Day, Valentine’s Day, and Thanksgiving right up to the end. If you can process sales for quick deliveries, you’ll catch with a wide net.
  

• Location, Location, Location
  It goes without saying that “seasons” have different meanings in, say, Miami, than in Anchorage. If your customer base is national or international, you will already have made adjustments accordingly. Using geo-location tagging simplifies this by targeting potential buyers by region.