This article was updated on June 30, 2022.
For many, the word “summer” brings to mind downtime and relaxation. But for plenty of small business owners, summer isn’t always a time of rest. Instead, summertime can bring uncertainty and reduced profits in industries that don’t rely on tourism.
If you’re looking to come out on top this summer season, keep reading. These summer marketing tips can help your small business succeed during the hardest—and hottest—parts of the year.
The Summer Slowdown
Traditionally, the summer months are known to be slow for businesses. There are several reasons for this, including:
- Vacations – Summer is typically when families leave town for a fun summer vacation. Whether it's a camping trip, an overseas vacation, or a cruise, neighbors leave their community in search of adventure. That means there are fewer people around to visit your business (unless your location is in a tourist destination).
- Regular schedules are disrupted – With kids out of school, parents’ routines often change. That means no more morning coffee rush at your corner café after dropping the kids off. Businesses in university towns can see declines during the summer months as well. Ultimately, if your business relies on regulars, the summer season can be tricky.
- It’s hot out – During those sweltering summer days, leaving the house can feel like a Herculean task. The average customer might opt to stay home rather than brave the heat to attend your summer sale.
All of these factors add up to what’s referred to as the “summer slowdown,” which can sometimes leave small businesses scrambling to make ends meet. However, there seems to be a buzz going around that this year could be different.
Why Summer 2022 Could Be Different
After more than a year of virtual happy hours, remote meetings, and countless TV shows binged, people are excited to return to some semblance of normal. This eagerness, coupled with a loosening of COVID safety restrictions, could lead to exponential economic growth in small business communities.
According to insights from Nextdoor, neighbors can’t wait to return to restaurants, venues, gyms, salons, and have cookouts once it’s safe to do so. And with international travel restrictions still in place, Americans will likely be spending their time and money in their nearby community instead of abroad. Because many are saying they intend to support small businesses over big-box retailers and chain stores, summer 2022 could be a boon for local shops.
Tips and Tricks for Summer Marketing
If this summer will be unlike any other, small business owners should prepare to capitalize on it. Here are some local marketing ideas to help your business’s summer promotion thrive.
Outdoor Events
With the CDC still recommending outdoor activities as the safest for all groups, taking your business outside will be the easiest way to attract more customers. For the unvaccinated, partly vaccinated, or those feeling hesitant about returning to crowded spaces, outdoor events are likely to be a hit.
Of course, outdoor events have other benefits, too. They create a spectacle, which can attract passersby that would have otherwise been unaware of your business. They increase overall capacity—perfect for smaller shops and restaurants. And finally, a summer event allows everyone to enjoy the sun and have a lovely time (and hopefully tell their friends and neighbors about it).
No matter what kind of business you have, you can take advantage of the great outdoors during this summer. Here are a few ways to get started:
- Pop-up in a local park – All you’ll need is a folding table, a display offering your services and products, a few decorations, and a spot in the shade! For example, gyms can host outdoor workout classes in open areas to get members moving and advertise their fitness teachers’ fantastic skills to nearby foot traffic. Don’t forget to double-check what permits might be required to advertise your goods or services for your neighborhood park.
- Get involved with local outdoor events – Is your neighborhood famous for its farmer’s market? Is there an outdoor art and wine festival coming to town? You could set up a massage chair to advertise your spa or salon business, sell cupcakes to spread the word about your bakery, or even sell a few pieces from your retail store. Reach out to event organizers to see if you can bring your business to new eyes under the summer sky.
- Team up with other businesses that have outdoor space – Neighbors are wonderful at lending a helping hand. Work with your fellow small-business owners to create an outdoor event everyone can benefit from. Each business will bring its own loyal customers and introduce them to your partnered businesses. It’s a win-win for all!
NOTE: Summer weather isn’t always hot and sunny but that doesn’t mean you can’t take advantage of rainy days. If inclement weather is keeping neighbors indoors, incentivize them to stay in your business. Rainy day specials are a terrific way to make the best of a less-than-ideal weather situation.
Celebrate Summer Holidays
The summer is full of holidays—both official and unofficial—and successful businesses should know how to capitalize on them. In terms of holidays where customers will be off work, aim to create sales and promotions around Independence Day (4th of July) and Labor Day.
On top of these nationally recognized holidays, there are other unconventional “holidays” you can use to drum up business, depending on what kind of services you offer on that summer holiday. To give you some ideas, here were a few holidays in June:
- June 5th is Global Running Day—perfect for local gyms.
- June 18th is International Picnic Day. It’s time for your restaurant to pack a basket.
- June 21st is Take Your Dog to Work Day. Perhaps some pet-friendly celebrations are in order for this summer holiday?
Work With Other Local Businesses
Small businesses can bolster their summer marketing efforts and sales by supporting each other.
Groups of businesses can create incentives for visiting multiple spots on the same block. Imagine a summer-themed neighborhood punch card that provides discounts for customers that purchase from your bakery, the nearby ice cream shop, and the sunglasses boutique down the road. That sounds like a win-win-win summer promotion.
Service-based industries can also create bundles. Plumbers can package their services with carpenters and electricians, and salons can partner up to give clients a total summer makeover.
By working with other businesses, you increase your audience through indirect marketing. If customers already trust one business in the group, they may be more likely to visit the other small business because of the recommendation.
Bring Your Business to the Customer
The summer season likely means more neighbors are spending time outside. If you can’t get customers to come inside your business, consider going to them.
Many neighbors tend to spend their summers at beaches and parks, so joining them should be your priority. Philadelphia favorite Roundabout Brewery does exactly that with their summer Pop-Up Beer Garden. By setting up an outdoor patio on the banks of the Ohio River, this neighborhood brewpub catches thirsty tourists and locals along the water—before they have a chance to grab their pint somewhere else.
To make this marketing strategy work for your neighborhood, think about the places people congregate during the warmer months and follow them there. Restaurants can pivot to food trucks or carts, apparel shops can run trunk sales, and service-based businesses can set up tents to provide massages or manicures on location.
NOTE: If you plan to make your business mobile, be sure to apply for any necessary permits ahead of time.
Summer-Themed Products and Services
Economists have noted that summer is notorious for increased customer spends, especially when it comes to seasonal products. Why? For the same reasons customers buy spiced lattes and boots in fall and winter. Consumers want to embrace and celebrate the season.
Tailoring your services to the season is always a smart idea, and summer is no exception. Local business owners should try to sell things that elicit “summer fun.”
For example, estheticians can offer a summer giveaway on bikini waxes. Bookstores can promote summer reading lists and book clubs. Restaurants might want to create limited-time-only summer menus to incentivize regular customers to come and try something new.
Summer-themed items give neighbors one more reason to celebrate this special time of year.
Update Your Online Presence to Match the Season
If a customer visits your website or social media accounts on a scorching August day and sees wintery, out-of-season posts, they might start looking elsewhere. As a rule of thumb, your online presence should try to reflect the current season as best as possible. There are two reasons for this:
- An out-of-date web page or social account may have potential customers wondering whether or not your business is open. If your last posts are a few months old and centered around Valentine’s Day, you’re not doing yourself any favors. A stale social media presence can imply stale products.
2. During the summer, consumers are immersed in bright colors, refreshing drinks, and sunny skies. Curating your social accounts to have a summery aesthetic can show neighbors that your information is up-to-date and that business continues to be active and relevant to the community.
Photo Contests
Because so many neighbors will be out and about this summer, it's the perfect time to hold a summer photo contest where the winner gets a prize. Encourage your customers to get outdoors and do some marketing for you. Ask them to take photos related to your brand and use a specific hashtag so you can easily find them online. For example, if you have a swimwear business, you could come up with a clever hashtag and have neighbors share their best beach photos with your products.
Social media contests are an excellent, low-cost way to organically grow your audience without spending money on advertising.
Give Back to Your Community
After a long year of closed doors, restrictions, and distanced customer experiences, many businesses and organizations have a long way to go to get back on their feet. To celebrate the season and to acknowledge the challenging year that’s gone by, seize the summer in the spirit of giving. Donating portions of proceeds to struggling businesses or local non-profit organizations is a community-minded way to give back to your neighborhood and celebrate this special summer.
Supporting a community that, in turn, supports you is in your best interest. And, as an added kick back, customers may be more willing to spend their money at a business that does good in their neighborhood over a business that doesn’t.
As an example, Seattle coffee roaster NoirePack Inc. pledges 5% of coffee sales to organizations that foster, support, and advocate for Black Families in Washington state and beyond. Not only does this make a difference in the community, but it also creates a network of loyal, like-minded neighbors and customers that are working together on a common goal.
Create a Nextdoor Business Page
Nextdoor is the neighborhood hub that helps small businesses grow in their community. Signing up for a Nextdoor Business Page is free and easy, and past and current customers can leave you recommendations directly on your page. There’s no better way to increase your business’s visibility within the neighborhood this summer.
No matter your business model, you’re set to combat the summer slowdown with these marketing tips. Just don’t forget to find some time for relaxing in the sun.
Sources:
Forbes. Fighting The Summer Slowdown: 13 Marketing Tips To Get Consumers' Attention. https://www.forbes.com/sites/forbesagencycouncil/2019/08/30/fighting-the-summer-slowdown-13-marketing-tips-to-get-consumers-attention/?sh=40f150c6435b
CDC. Choosing Safer Activities. https://www.cdc.gov/coronavirus/2019-ncov/daily-life-coping/participate-in-activities.html
Mental Floss. 30 Offbeat Holidays to Celebrate in June. https://www.mentalfloss.com/article/584240/june-offbeat-holidays
Fueled by Hops. An Ode to the Roundabout Pop-Up. https://www.fueledbyhops.com/2020/05/23/an-ode-to-the-roundabout-pop-up/
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