Traditionally, when the climate heats up, on-line gross sales settle down as customers spend extra touring, eating out, and usually having fun with the good outdoor.
All of which signifies that if you happen to’re going to drive gross sales through the summer season months, you may’t afford to sit down again and watch for customers to return to you.
As a substitute, your advertising wants to choose up the slack by reaching new audiences, nurturing current clients, and selling enticing gives.
With that in thoughts, we’ve rounded up 17 of our favourite summer season advertising concepts, segmented by month and backed up by examples from real-world manufacturers and retailers.
Use them to encourage your individual summer season marketing campaign planning…
7 Wonderful Summer time Advertising and marketing Concepts
1. Faucet Into Consciousness Days & Causes
In case you’re ever wanting marketing ideas, consciousness days and causes might be the proper inspiration. They let you piggyback on a wider dialog, serving to you generate some much-needed model consciousness.
Luckily, there’s by no means any scarcity of “nationwide days,” which translate into good ecommerce holidays. Some are targeted on campaigns for social good, whereas others are fairly frivolous or solely ridiculous. In summer season alone, you’ve received:
- World Oceans Day (eighth June)
- World Refugee Day (twentieth June)
- Worldwide Joke Day (1st July)
- Nationwide Ice Cream Day (third Sunday in July)
- Nationwide Lasagna Day (twenty ninth July)
- Friendship Day (fifth August)
- World Elephant Day (twelfth August)
And people are only for starters—truthfully, there are tons of of this stuff. Clearly, not all shall be related to your model.
What’s extra, some probably don’t justify any greater than a throwaway social submit, whereas others are huge occasions deserving of a complete marketing campaign.
You (most likely) don’t must dedicate a complete month of promoting exercise to Nationwide Lasagna Day, whereas if you happen to’re going to hitch the dialog round a weighty topic like World Refugee Day, you actually need to justify your involvement.
In any other case you’ll come throughout as crass and opportunistic.
For an instance of how you can get it proper, check out how Durex teamed up with Swedish pop star Zara Larsson to advertise protected intercourse within the run-up to World Aids Day:
That’s a powerful marketing campaign as a result of it’s instantly related to Durex, and in addition as a result of Larsson has a monitor document of speaking out on points associated to sexual well being. It feels genuine.
2. Launch (& Promote) a Summer time Sale
There’s an apparent technique to encourage gross sales throughout quieter instances of the yr—launch a sale.
In key markets throughout Europe and North America, it’s conventional to run some form of gross sales promotion through the summer season months. Right here in Denmark, gross sales typically run from the beginning of June till the tip of August, however these intervals differ from one nation to a different. In France, for example, gross sales intervals can solely run for a maximum of four weeks, with the particular dates dictated by particular person départements.
When you’ve found out the logistics of when to run your sale (based mostly on guidelines and shopper preferences within the markets you serve), it’s time to unfold the phrase.
Email marketing is without doubt one of the finest methods to do that. With an ROI of 42:1, it will possibly generate a staggeringly excessive bang in your advertising buck if you happen to get it proper.
Even manufacturers that don’t sometimes provide reductions have been recognized to run summer season gross sales (and promote them by way of electronic mail). Everlane is an effective instance:
(Supply: Really Good Emails.)
The US clothes retailer launched its first ever summer season sale in 2020, selling the occasion through an electronic mail marketing campaign that highlighted how this wasn’t merely an on a regular basis incidence:
That gave the marketing campaign some actual scarcity worth, which is all the time an effective way to steer shoppers to take benefit.
3. Run a Summer time Social Media Competitors
Starved of consideration whereas your clients bask in the summertime sunshine? Coax them again, whereas constructing consciousness amongst new audiences, by operating a social media contest.
Importantly, competitions aren’t simply an efficient technique to drum up some additional site visitors and gross sales at a quiet time of yr. They’re additionally a unbelievable supply of user-generated content material, which is an absolute godsend for manufacturers. Certainly, four-fifths of shoppers say UGC extremely influences their buying selections, whereas only one in eight say the identical about content material created by manufacturers themselves.
Summer time photograph contests might be an particularly good match for retailers promoting seasonal merchandise.
Out of doors model Marmot provides us a fantastic instance of this in motion. This summer season, it’s selling The Elevation Grant, a pictures competitors concentrating on BIPOC creatives:
Let’s take a second to have a look at all of the wins this gives Marmot:
- It generates a bunch of UGC, which, as I’ve already talked about, performs an enormous half in influencing shopping for selections.
- It’s latched onto a social challenge that’s related to its business, particularly the shortage of BIPOC illustration in outside pictures.
- Its merchandise are instantly related to the dialog, which suggests the marketing campaign doesn’t really feel compelled, insincere, or inauthentic.
4. Supply Seasonal Freebies
There’s no time of yr when folks don’t love “free stuff,” which suggests a seasonal giveaway is all the time a viable tactic.
However they are often significantly efficient in summer season (offered your merchandise are the appropriate match). Why? As a result of persons are out and about anyway, so there’s an excellent probability they’ll be taking plenty of photos. This, in flip, means it’s a good time to present them free stuff they will exhibit for you—and it is best to always remember the worth of user-generated content material.
Giveaways aren’t simply an efficient summer season advertising thought for small manufacturers eager to get eyes on their merchandise; loads of huge names do it, too.
As an illustration, Starbucks frequently runs a summer season recreation providing its rewards members the prospect to win seasonal merchandize, free drinks, and a number of different prizes:
Make these prizes significantly eye-catching or distinctive (or ideally each), and there’s an excellent probability folks will share them on social media too, which helps generate loads of model consciousness.
5. Replace Your Visuals for Summer time
Each season has its personal feel and look.
That’s the rationale northern hemisphere Christmas adverts are all about snow and roaring fires, relatively than sun-kissed seashores and palm bushes.
Clearly, summer season isn’t any totally different. So if you happen to’re going to get customers within the shopping for temper all through the most popular months of the yr, your branding must resonate with how they’re feeling.
With that in thoughts, quite a lot of manufacturers replace their social platforms and key landing pages to replicate the season. For instance, check out how vogue ecommerce retailer Pretty Little Thing gave its homepage a distinctly summery facelift:
However updating your visuals for summer season is just related to attire retailers. No matter business you’re in and whoever your viewers is, there are advantages to giving your website a seasonal facelift.
Historically, pc video games are just about the antithesis of having fun with the summer season. In spite of everything, if you happen to’re taking part in a console recreation, you’re virtually definitely doing it inside, not in your sun-drenched backyard. But UK-based videogame retailer GAME nonetheless determined to replace its web site for summer season with a easy banner picture on the high of the homepage:
Each these examples show that there’s no must do a whole rebrand to make your web site (and social channels) summer-ready. A change of background, or a number of well-placed summery pictures, can do all of the onerous be just right for you.
6. Use Summer time Emojis in Your E-mail Advertising and marketing
Assume “summer season” and any variety of pictures spring to thoughts—ice cream; the solar; the seashore.
Luckily for us entrepreneurs, quite a lot of these pictures have their very own corresponding emojis, so why not use them in your email marketing?
Now, emojis aren’t for everybody—if you happen to’re operating a regulation agency otherwise you construct tombstones, they’re most likely not a fantastic match in your model.
However they will undoubtedly work tremendous properly for some companies. In truth, one research claimed manufacturers that use emojis of their email marketing see a 56 percent increase in unique open rates.
In brief, it seems that emojis may also help your emails stand out in your clients’ more and more cluttered electronic mail inboxes.
Clearly, quite a lot of manufacturers have already realized the summer season advertising potential of emojis. Right here’s a snapshot of three current emails I’ve acquired which have made sensible use of emojis within the subject lines:
Nonetheless not offered on emojis? Strive a bit of A/B testing. Take a subset of your clients, break up it in two, then goal one group with a typical electronic mail and the opposite with precisely the identical electronic mail, however with a topic line containing an emoji or two.
If the emoji model has a better click-through price, likelihood is your viewers favored it, so give them extra of what they need.
7. Converse to Client Need to Get Lively
After they’re not having a barbecue or picnic in summer season, Individuals are most more likely to spend their outside time going for a stroll or hike, in accordance with the National Recreation and Park Association.
So there’s a transparent alternative all through the summer season months for any even remotely outdoorsy model.
UNIQLO is an effective instance of such a model. On this electronic mail publication, the style big picked out a few of its high seasonal merchandise:
This electronic mail works properly as a result of it speaks to a standard shopper ache level through the hottest months of the yr: the will to really feel snug whereas trying fashionable.
3 June Advertising and marketing Concepts to Encourage Your Campaigns
1. Have fun Your Dedication to LGBTQIA+ Points
June is Pride Month.
To be clear, that doesn’t imply it’s the solely month when it is best to present your help for the LGBTQIA+ neighborhood. In actuality, two-thirds of Americans suppose manufacturers ought to communicate out on LGBTQIA+ points all year long.
Nonetheless, it’s completely logical—and acceptable—to make Delight Month the focus of your year-round LGBTQIA+ campaigning efforts.
However what ought to these efforts appear to be?
Whereas there’s no strategy that’ll work for each model, as a normal rule, your Delight Month promotions definitely shouldn’t be overly business.
(In different phrases: neglect about utilizing June to shift a number of rainbow T-shirts and tote luggage.)
As a substitute, strive talking out about what you’ve achieved to assist the LGBTQIA+ neighborhood, identical to customized image body model Framebridge did on this Delight electronic mail:
As you may see, this text is one hundred pc targeted on celebrating Delight and highlighting Framebridge’s half within the broader dialog.
The model additionally scores factors right here for demonstrating its help for range, inclusivity, and fairness all by way of the yr.
2. Assist a Good Trigger for Juneteenth
You most likely know that, as of 2021, Juneteenth (June 19) is America’s latest federal vacation.
Unsurprisingly, consciousness of the date has grown considerably because it was formally awarded vacation standing, with a 2022 Gallup survey revealing that 59 p.c of individuals knew “lots” or “one thing” about Juneteenth (up from simply 37 p.c a yr earlier).
Juneteenth might be tough for manufacturers and entrepreneurs.
Chances are high you wish to acknowledge the event. However you don’t wish to provide empty phrases. And also you undoubtedly don’t wish to look cynical, or such as you’re utilizing the vacation to drive gross sales.
Mavi Jeans navigated these uneven waters efficiently with this marketing campaign, which highlighted the denim model’s help for an excellent (and related) trigger:
Like Framebridge’s Delight Month electronic mail, this text doesn’t attempt to promote us something—it’s solely designed to advertise Mavi Denims’ charity accomplice, The Heyward House.
Regardless of this, Mavi nonetheless manages to reference its merchandise in a means that feels pure. It is a key level, on condition that three-fifths of consumers really feel manufacturers ought to solely help good causes that truly relate to their enterprise.
3. Goal Father’s Day Buyers
National Retail Federation (NRF) analysis exhibits that three-quarters of Individuals plan to rejoice Father’s Day (June 18), with the typical particular person set to spend virtually $200 on items.
Whereas greeting playing cards are the highest buy, there are alternatives throughout a number of classes. Over half purchase clothing-related items, the same proportion splurge on particular outings, and one-third select private care objects.
And with 43 p.c of shoppers buying Father’s Day presents on-line (greater than every other channel), the event is undeniably an enormous deal for ecommerce manufacturers and retailers.
Identical to with different key celebratory dates—suppose Valentine’s Day and Mom’s Day—among the finest methods to spice up Father’s Day gross sales is to remind your viewers when the large day is approaching.
That’s simply what sock and attire model Bombas did on this publication:
With one in three Americans admitting they “generally”, “all the time”, or “often” ship Father’s Day items late, there’s an excellent probability your clients will admire the reminder.
Even higher, this tactic naturally provides a way of urgency to your messaging, prompting customers to behave rapidly or threat lacking the transport deadline.
Need extra inspiration? Try our roundup of June newsletter ideas!
2 July Advertising and marketing Concepts to Jog These Artistic Juices
1. Share (Related) 4th of July Messaging
From a US perspective, Independence Day is actually the one present on the town as soon as July rolls round.
Based on the NRF, 87 p.c of Individuals plan to rejoice the vacation, forking out over $90 on meals purchases within the course of. What’s extra, one-third intend to purchase “patriotic objects” like flags, decorations, and attire.
Like every main vacation, you don’t wish to say nothing on the 4th of July. On the very least, it is best to most likely share a cheery “Completely happy Independence Day” together with your (American) clients.
However if you happen to’re in the appropriate area of interest, there’s an actual alternative right here to drive gross sales and income.
Take Green Chef, for instance. It’s a meal package supply service—and on condition that meals is way and away the most well-liked Independence Day buy, the Fourth is probably going one of many largest dates on its advertising calendar.
Check out how the model used the vacation to advertise subscriptions:
Not solely is that this a extremely related provide, however the substantial money financial savings make it sound like a sufficiently huge deal to share on “America’s birthday”.
2. Have fun BBQ Season
In case you’re something like me, you don’t want a lot excuse to throw a barbecue.
However there’s no denying July is prime BBQ season, not least as a result of it’s comfortably the most well-liked technique to rejoice Independence Day.
So if you happen to’re struggling for summer season advertising concepts, July is the perfect time to advertise one thing—something—that speaks to our love of out of doors grilling.
Which is strictly what Team Man Crates did with this electronic mail (simply don’t look too carefully on the meals):
The very best factor is, you don’t need to promote cooking gear—or something food-related—to experience the barbecue bandwagon.
Attire; equipment; sun shades; outside furnishings; all these classes (and extra) might be simply squeezed right into a BBQ-themed marketing campaign.
Discover extra July newsletter examples.
3 August Advertising and marketing Concepts to Deliver Warmth Again to Your Campaigns
1. Capitalize on Again-to-College Purchasing
Whereas they’re not significantly summery occasions, back to school and again to varsity are two of the season’s largest purchasing occasions.
Mixed, the 2 symbolize an astonishing $135 billion of consumer spending, with back-to-school households forking out $890 on common—rising to $1,367 for faculty college students and their households.
And with high spending classes together with attire, electronics, and condo furnishings, the back-to-school (and school) season gives large alternatives for a variety of manufacturers.
Skincare model Origins received in on the act by selling a reduction for college kids and academics, accompanied by this attractive topic line:
Throughout the electronic mail physique, Origins clarifies that this low cost doesn’t solely apply to the back-to-school interval; it’s obtainable all yr spherical.
It is a sensible play, serving to to attract in academics and college students after they’re most probably to be searching for provides, whereas additionally encouraging them to return all year long.
And whereas providing a everlasting 15 p.c student-and-teacher low cost might sound unnecessarily beneficiant, it probably helps Origins construct longer-term buyer relationships—with 93 percent of shoppers saying they’d make repeat purchases from retailers providing enticing reductions.
2. Clear Out Summer time Inventory
By the point August rolls round, retailers face the actual chance of being caught with a bunch of unsellable seasonal inventory.
That’s an enormous concern, with overstocks costing the typical model 3.2 percent of revenue—equating to a mixed annual lack of $123 billion for all North American retailers.
Whilst you can’t completely keep away from the chance of overstocks, you may take steps to mitigate it by providing a horny low cost on older seasonal inventory, identical to Sunski did on this electronic mail:
Alternatively, in case your outdated inventory is rather less seasonal than sun shades, you would possibly have the ability to filter out your warehouse with not more than some clever copywriting.
Brooklinen used this strategy to drive gross sales of its older bedding merchandise:
Somewhat than providing an aggressive low cost, Brooklinen merely positioned these merchandise as “fan favorites” that will solely be obtainable for a short while.
Not solely does this make the chosen merchandise really feel extra fascinating, nevertheless it additionally compels customers to take motion by way of urgency and scarcity-infused messaging.
3. Present Summer time/Fall Product Suggestions
It’d sound counterintuitive, however one of many smartest summer season advertising concepts is to begin selling fall-friendly merchandise.
Particularly if you happen to’re in a extremely seasonal area of interest with fast-moving tendencies.
Vogue is a chief instance, with manufacturers typically utilizing August to advocate merchandise which are related to each summer season and fall.
That’s exactly what Abercrombie & Fitch did with this electronic mail topic line:
The entire thought of “inter-seasonality” continued inside the electronic mail physique, through which Abercrombie & Fitch highlighted a few of its high “year-round favorites”.
This technique works properly as a result of it helps the model’s viewers really feel forward of the curve—like they’re getting an early glimpse at subsequent season’s merchandise.
On the lookout for extra August newsletter ideas? We’ve received you!
2 Early September Advertising and marketing Concepts
1. Promote a Labor Day Sale
One other of America’s federal holidays, Labor Day (the primary Monday in September) was initially conceived to honor the American labor motion—however right now it’s extra about barbecues, parades, and purchasing.
A Numerator survey performed forward of Labor Day 2022 revealed three-quarters of shoppers deliberate to rejoice the vacation, with 94 p.c of them planning to make purchases for the event—the vast majority of that are food-focused.
Nevertheless, Labor Day additionally gives alternatives for non-foodie manufacturers, with one-third of shoppers saying they deliberate to buy offers over the lengthy weekend and half saying they would possibly take part. Prime purchasing classes included attire/footwear and family necessities.
With so many patrons actively trying to find bargains, you would possibly wish to contemplate launching a Labor Day sale, identical to this instance from classic furnishings retailer Chairish:
After all, if you happen to do go down the limited-time low cost route, it is smart to tease your sale every week or two upfront—so don’t go away all of it till September.
2. Push Fall Merchandise
I’ve already identified that when August arrives, it’s sensible for manufacturers promoting seasonal merchandise to begin gently selling their fall collections.
Nicely, September is certainly the time to ramp up your fall-focused advertising by:
- Including fall-friendly messaging and visuals to your web site, social posts, and newsletters
- Selling fall-specific merchandise and collections
To take only one instance from the world of vogue, searches for trench coats begin to climb in early September, earlier than peaking in late November:
Banana Republic is aware of timing is every thing on the earth of ecommerce advertising, so it created this September publication to showcase the newest in trench coat expertise:
However timing isn’t the solely factor Banana Republic received proper right here.
The copywriting is superb, too, with its give attention to explaining how the model has re-imagined the basic trench. This groups properly with the “Discover Now” CTA, which feels extra partaking than the regulation “Store Now”.
Try extra of our favourite September newsletter ideas!
Conclusion
Certain, advertising in summer season presents a number of key challenges. Particularly in the intervening time, when just about the entire world remains to be ready for normality to renew after the pandemic.
However these challenges additionally convey alternatives. Whereas there’s a ton of noise round busy on-line purchasing intervals just like the Cyber Weekend, summer season as a complete tends to be lots quieter.
Meaning if you happen to nail your messaging, there’s each probability your summer season advertising concepts will generate some actual buzz.
