17 Summer season Advertising Concepts You Can Attempt At present

Traditionally, when the climate heats up, on-line gross sales quiet down as consumers spend extra touring, eating out, and usually having fun with the nice outdoor.

All of which implies that if you happen to’re going to drive gross sales through the summer season months, you possibly can’t afford to take a seat again and look forward to consumers to return to you.

As an alternative, your advertising and marketing wants to choose up the slack by reaching new audiences, nurturing current prospects, and selling engaging affords.

With that in thoughts, we’ve rounded up 17 of our favourite summer season advertising and marketing 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…

In the event you’re ever in need of advertising and marketing concepts, consciousness days and causes might be the right inspiration. They help you piggyback on a wider dialog, serving to you generate some much-needed model consciousness.

Thankfully, 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 completely 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—actually, there are lots of of these items. Clearly, not all can be related to your model.

What’s extra, some doubtless don’t justify any greater than a throwaway social publish, whereas others are large occasions deserving of a complete marketing campaign.

You (in all probability) don’t must commit a complete month of selling exercise to Nationwide Lasagna Day, whereas if you happen to’re going to affix the dialog round a weighty topic like World Refugee Day, you really want to justify your involvement. 

In any other case you’ll come throughout as crass and opportunistic.

For an instance of tips on how to 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 robust marketing campaign as a result of it’s immediately related to Durex, and likewise as a result of Larsson has a observe report of talking out on points associated to sexual well being. It feels genuine.

There’s an apparent strategy to encourage gross sales throughout quieter occasions 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 top of August, however these durations range from one nation to a different. In France, as an example, gross sales durations can solely run for a most of 4 weeks, with the particular dates dictated by particular person départements.

When you’ve discovered the logistics of when to run your sale (primarily based on guidelines and client preferences within the markets you serve), it’s time to unfold the phrase. 

E mail advertising and marketing is likely one of the greatest methods to do that. With an ROI of 42:1, it could possibly generate a staggeringly excessive bang to your advertising and marketing buck if you happen to get it proper.

Even manufacturers that don’t usually supply reductions have been identified to run summer season gross sales (and promote them by way of e-mail). Everlane is an efficient instance:

(Supply: Actually Good Emails.)

The US clothes retailer launched its first ever summer season sale in 2020, selling the occasion by way of an e-mail marketing campaign that highlighted how this wasn’t merely an on a regular basis prevalence:

That gave the marketing campaign some actual shortage worth, which is all the time a good way to steer shoppers to take benefit.

Starved of consideration whereas your prospects bask in the summertime sunshine? Coax them again, whereas constructing consciousness amongst new audiences, by working a social media contest.

Importantly, competitions aren’t simply an efficient strategy to drum up some further 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 season picture contests might be an particularly good match for retailers promoting seasonal merchandise. 

Outside model Marmot provides us an important instance of this in motion. This summer season, it’s selling The Elevation Grant, a images competitors focusing on BIPOC creatives:

Picture Supply

Let’s take a second to take a look at all of the wins this affords Marmot:

• It generates a bunch of UGC, which, as I’ve already talked about, performs a giant half in influencing shopping for selections.
• It’s latched onto a social subject that’s related to its trade, specifically the dearth of BIPOC illustration in outside images.
• Its merchandise are immediately related to the dialog, which implies the marketing campaign doesn’t really feel pressured, insincere, or inauthentic.

There’s no time of yr when folks don’t love “free stuff,” which implies a seasonal giveaway is all the time a viable tactic.

However they are often notably efficient in summer season (supplied your merchandise are the best match). Why? As a result of individuals are out and about anyway, so there’s a great probability they’ll be taking a lot of footage. This, in flip, means it’s a good time to present them free stuff they will exhibit for you—and you must always remember the worth of user-generated content material.

Giveaways aren’t simply an efficient summer season advertising and marketing concept for small manufacturers eager to get eyes on their merchandise; loads of large names do it, too.

As an example, Starbucks recurrently runs a summer season sport providing its rewards members the prospect to win seasonal merchandize, free drinks, and a number of different prizes:

Picture Supply

Make these prizes notably eye-catching or distinctive (or ideally each), and there’s a great probability folks will share them on social media too, which helps generate loads of model consciousness.

With that in thoughts, plenty of manufacturers replace their social platforms and key touchdown pages to mirror the season. For instance, check out how style ecommerce retailer Fairly Little Factor gave its homepage a distinctly summery facelift:

However updating your visuals for summer season is simply related to attire retailers. No matter trade you’re in and whoever your viewers is, there are advantages to giving your website a seasonal facelift.

Historically, laptop 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 sport, you’re nearly actually 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 prime of the homepage:

Each these examples show that there’s no must do a complete 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.

Thankfully for us entrepreneurs, plenty of these pictures have their very own corresponding emojis, so why not use them in your e-mail advertising and marketing?

Now, emojis aren’t for everybody—if you happen to’re working a legislation agency otherwise you construct tombstones, they’re in all probability not an important match to your model. 

However they will positively work tremendous nicely for some companies. Actually, one research claimed manufacturers that use emojis of their e-mail advertising and marketing see a 56 p.c improve in distinctive open charges.

Briefly, it seems that emojis may help your emails stand out in your prospects’ more and more cluttered e-mail inboxes.

Clearly, plenty of manufacturers have already realized the summer season advertising and marketing potential of emojis. Right here’s a snapshot of three latest emails I’ve acquired which have made good use of emojis within the topic strains:

Nonetheless not bought on emojis? Attempt a bit of A/B testing. Take a subset of your prospects, break up it in two, then goal one group with a regular e-mail and the opposite with precisely the identical e-mail, however with a topic line containing an emoji or two.

If the emoji model has the next click-through price, chances are high your viewers preferred it, so give them extra of what they need.

After they’re not having a barbecue or picnic in summer season, People are most prone to spend their outside time going for a stroll or hike, in accordance with the Nationwide Recreation and Park Affiliation.

So there’s a transparent alternative all through the summer season months for any even remotely outdoorsy model.

UNIQLO is an efficient instance of such a model. On this e-mail publication, the style big picked out a few of its prime seasonal merchandise: 

This e-mail works nicely as a result of it speaks to a typical client ache level through the hottest months of the yr: the will to really feel comfy whereas trying trendy.

June is Satisfaction Month.

To be clear, that doesn’t imply it’s the solely month when you must present your help for the LGBTQIA+ neighborhood. In actuality, two-thirds of People assume manufacturers ought to converse out on LGBTQIA+ points all year long. 

Nonetheless, it’s completely logical—and acceptable—to make Satisfaction Month the focus of your year-round LGBTQIA+ campaigning efforts.

However what ought to these efforts seem like?

Whereas there’s no strategy that’ll work for each model, as a normal rule, your Satisfaction Month promotions actually shouldn’t be overly business.

(In different phrases: neglect about utilizing June to shift a number of rainbow T-shirts and tote baggage.)

As an alternative, strive talking out about what you’ve carried out to assist the LGBTQIA+ neighborhood, identical to customized image body model Framebridge did on this Satisfaction e-mail:

As you possibly can see, this text is one hundred pc targeted on celebrating Satisfaction 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 in all probability 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 “quite a bit” or “one thing” about Juneteenth (up from simply 37 p.c a yr earlier).

Juneteenth might be difficult for manufacturers and entrepreneurs.

Likelihood is you need to acknowledge the event. However you don’t need to supply empty phrases. And also you positively don’t need to look cynical, or such as you’re utilizing the vacation to drive gross sales.

Mavi Denims navigated these uneven waters efficiently with this marketing campaign, which highlighted the denim model’s help for a great (and related) trigger:

Like Framebridge’s Satisfaction Month e-mail, this text doesn’t attempt to promote us something—it’s solely designed to advertise Mavi Denims’ charity companion, The Heyward Home.

Regardless of this, Mavi nonetheless manages to reference its merchandise in a means that feels pure. It is a key level, provided that three-fifths of shoppers really feel manufacturers ought to solely help good causes that really relate to their enterprise.

3. Goal Father’s Day Customers

Nationwide Retail Federation (NRF) analysis exhibits that three-quarters of People plan to rejoice Father’s Day (June 18), with the typical individual set to spend nearly $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 gadgets.

And with 43 p.c of shoppers buying Father’s Day presents on-line (greater than some other channel), the event is undeniably a giant deal for ecommerce manufacturers and retailers.

Identical to with different key celebratory dates—assume Valentine’s Day and Mom’s Day—probably the greatest methods to spice up Father’s Day gross sales is to remind your viewers when the massive day is approaching.

That’s simply what sock and attire model Bombas did on this publication:

With one in three People admitting they “typically”, “all the time”, or “ceaselessly” ship Father’s Day items late, there’s a great probability your prospects will recognize the reminder.

Even higher, this tactic naturally provides a way of urgency to your messaging, prompting consumers to behave rapidly or threat lacking the delivery deadline.

Need extra inspiration? Take a look at our roundup of June publication concepts!

In accordance with the NRF, 87 p.c of People 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 gadgets” like flags, decorations, and attire.

Like all main vacation, you don’t need to say nothing on the 4th of July. On the very least, you must in all probability share a cheery “Comfortable Independence Day” together with your (American) prospects.

However if you happen to’re in the best area of interest, there’s an actual alternative right here to drive gross sales and income.

Take Inexperienced Chef, for instance. It’s a meal package supply service—and provided that meals is much and away the preferred Independence Day buy, the Fourth is probably going one of many greatest dates on its advertising and marketing calendar.

Check out how the model used the vacation to advertise subscriptions:

Not solely is that this a extremely related supply, however the substantial money financial savings make it sound like a sufficiently large deal to share on “America’s birthday”.

2. Have fun BBQ Season

In the event 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 preferred strategy to rejoice Independence Day.

So if you happen to’re struggling for summer season advertising and marketing concepts, July is the perfect time to advertise one thing—something—that speaks to our love of outside grilling.

Which is strictly what Workforce Man Crates did with this e-mail (simply don’t look too intently on the meals):

The perfect factor is, you don’t should promote cooking gear—or something food-related—to journey 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 publication examples.

Whereas they’re not notably summery occasions, again to high school and again to varsity are two of the season’s greatest buying occasions.

Mixed, the 2 characterize an astonishing $135 billion of client spending, with back-to-school households forking out $890 on common—rising to $1,367 for faculty college students and their households.

And with prime spending classes together with attire, electronics, and condo furnishings, the back-to-school (and faculty) season affords large alternatives for a variety of manufacturers.

Skincare model Origins received in on the act by selling a reduction for college kids and lecturers, accompanied by this engaging topic line:

Throughout the e-mail physique, Origins clarifies that this low cost doesn’t solely apply to the back-to-school interval; it’s out there all yr spherical.

It is a good play, serving to to attract in lecturers and college students once they’re most definitely 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 may appear unnecessarily beneficiant, it doubtless helps Origins construct longer-term buyer relationships—with 93 p.c of consumers saying they’d make repeat purchases from retailers providing engaging reductions.

2. Clear Out Summer season Inventory

By the point August rolls round, retailers face the actual chance of being caught with a bunch of unsellable seasonal inventory.

That’s a giant concern, with overstocks costing the typical model 3.2 p.c of income—equating to a mixed annual lack of $123 billion for all North American retailers.

When you can’t completely keep away from the chance of overstocks, you possibly can take steps to mitigate it by providing a lovely low cost on older seasonal inventory, identical to Sunski did on this e-mail:

Alternatively, in case your outdated inventory is rather less seasonal than sun shades, you may be capable of filter your warehouse with not more than some clever copywriting.

Brooklinen used this strategy to drive gross sales of its older bedding merchandise:

Fairly than providing an aggressive low cost, Brooklinen merely positioned these merchandise as “fan favorites” that might solely be out there for a short while.

Not solely does this make the chosen merchandise really feel extra fascinating, nevertheless it additionally compels consumers to take motion by way of urgency and scarcity-infused messaging.

3. Present Summer season/Fall Product Suggestions

It’d sound counterintuitive, however one of many smartest summer season advertising and marketing concepts is to start out selling fall-friendly merchandise.

Particularly if you happen to’re in a extremely seasonal area of interest with fast-moving traits.

Style is a primary instance, with manufacturers typically utilizing August to suggest merchandise which might be related to each summer season and fall.

That’s exactly what Abercrombie & Fitch did with this e-mail topic line:

The entire concept of “inter-seasonality” continued throughout the e-mail physique, wherein Abercrombie & Fitch highlighted a few of its prime “year-round favorites”.

This technique works nicely 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.

Searching for extra August publication concepts? We’ve received you!

One other of America’s federal holidays, Labor Day (the primary Monday in September) was initially conceived to honor the American labor motion—however immediately it’s extra about barbecues, parades, and buying.

A Numerator survey carried out 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 affords alternatives for non-foodie manufacturers, with one-third of shoppers saying they deliberate to buy offers over the lengthy weekend and half saying they may take part. High buying classes included attire/footwear and family necessities.

With so many patrons actively attempting to find bargains, you may need 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 sensible to tease your sale every week or two upfront—so don’t depart all of it till September.

2. Push Fall Merchandise

I’ve already identified that after August arrives, it’s good for manufacturers promoting seasonal merchandise to start out gently selling their fall collections.

Effectively, September is certainly the time to ramp up your fall-focused advertising and marketing 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 style, searches for trench coats begin to climb in early September, earlier than peaking in late November:

Banana Republic is aware of timing is every part on the planet of ecommerce advertising and marketing, so it created this September publication to showcase the most recent in trench coat expertise:

However timing isn’t the solely factor Banana Republic received proper right here.

The copywriting is superb, too, with its concentrate on explaining how the model has re-imagined the traditional trench. This groups nicely with the “Discover Now” CTA, which feels extra participating than the regulation “Store Now”.

Take a look at extra of our favourite September publication concepts!

Conclusion

Certain, advertising and marketing in summer season presents a number of key challenges. Particularly in the meanwhile, when just about the entire world remains to be ready for normality to renew after the pandemic.

However these challenges additionally deliver alternatives. Whereas there’s a ton of noise round busy on-line buying durations just like the Cyber Weekend, summer season as a complete tends to be quite a bit quieter.

Which means if you happen to nail your messaging, there’s each probability your summer season advertising and marketing concepts will generate some actual buzz.