Summer dip: e-commerce and the seasons

Different seasons present different challenges within e-commerce. Not all products sell year-round and you have to deal with that. With the first quarter of 2024 already over, it's time to get everything in order for the summer. Or in many cases: the summer dip. This period is when many online shops experience a drop in sales. Of course, there are exceptions, because there are also webshops with products that peak during the summer. For the rest, the warmer the weather, the less traffic on the website. Consumers go outside, go on vacation and sit on the terrace. In short, spending patterns will be different. This summer dip is from about July to about September.

A few advantages

On the contrary, do you have a real seasonal product? Of course that has its advantages. If you specialize in swimwear, it can't be warm enough outside. You know when the rush starts and you can plan everything around that period. You also know what to expect in terms of staffing. In addition, you can be very focused with your marketing.

This is not true for all web shops. For many business owners, the summer dip is something they have to deal with every year.

What can you do now to get through the summer well?

Even if you sell Christmas gifts, there are still opportunities. This won't mean immediate sales, but you'll find that it pays off later in the year. We've listed a few opportunities for you.

Time for improvements!

You can now spend the time you'd otherwise spend on things like packing orders. Are there problems you run into during busy times? Is the appearance of your webshop in need of a refresh? Does the site have to go offline for a while because major changes have to be made?

Then this is the perfect time. You can tackle everything you don't normally get around to. Also be sure to ask your staff if they know of any areas of concern.

Summer content marketing

Create content that responds to the summer vacations and the needs of your target audience during this season. This can include creating blog posts, social media updates and newsletters that focus on summer activities, travel tips, and outdoor activity ideas.

Launch special summer discount promotions and offers to attract customers. Think summer discounts, bundle deals or a discount if you place an order now.

Contests and/or a giveaway

Organize summer contests or giveaways on social media to increase engagement and attract new customers. It won't directly result in sales, but you are back in the consumer's mind. You are better remembered and when they do need the product, you are the first person they think of.

Discover new opportunities

After all, isn't there a product you can add to the assortment so you can have steady sales throughout the year instead of peaks and valleys? Do some research and see if there really isn't something that fits your assortment as well. If you sell Christmas hampers then you might consider offering more general promotional gifts.

For inspiration, you can think about visiting various (trade) fairs. All kinds of companies are conveniently arranged in one hall and you can look around at your leisure.

Preparation is half the battle

As you've read, the summer dip is more than just a period of reduced sales. Start mapping out all your work in time so that you make the best use of the time available.

You have time to tackle things and our advice is to definitely take advantage of it!

Do you need help with it? Then contact us and we'll be happy to help.