17 Summer season Advertising Concepts You Can Strive Immediately

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 good outdoor.

All of which implies that if you happen to’re going to drive gross sales through the summer time months, you possibly can’t afford to take a seat again and watch for consumers to come back to you.

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

With that in thoughts, we’ve rounded up 17 of our favourite summer time advertising and marketing concepts, segmented by month and backed up by examples from real-world manufacturers and retailers.

Use them to encourage your personal summer time marketing campaign planning…

When you’re ever in need of advertising and marketing concepts, consciousness days and causes will be the right inspiration. They will 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 centered on campaigns for social good, whereas others are fairly frivolous or completely ridiculous. In summer time alone, you’ve acquired:

• 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 a whole bunch of this stuff. Clearly, not all might be related to your model.

What’s extra, some possible don’t justify any greater than a throwaway social put up, whereas others are huge occasions deserving of a complete marketing campaign.

You (most likely) don’t must dedicate 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 actually need to justify your involvement. 

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

For an instance of find out 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 straight related to Durex, and likewise as a result of Larsson has a monitor report of talking out on points associated to sexual well being. It feels genuine.

There’s an apparent option 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 type of gross sales promotion through the summer time months. Right here in Denmark, gross sales usually run from the beginning of June till the tip of August, however these intervals fluctuate from one nation to a different. In France, as an illustration, gross sales intervals can solely run for a most of 4 weeks, with the precise 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 without doubt one of the finest methods to do that. With an ROI of 42:1, it could actually generate a staggeringly excessive bang in 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 time gross sales (and promote them by electronic mail). Everlane is an effective instance:

(Supply: Actually Good Emails.)

The US clothes retailer launched its first ever summer time sale in 2020, selling the occasion by way of 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 shortage worth, which is at all times a good way to influence 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 operating a social media contest.

Importantly, competitions aren’t simply an efficient option to drum up some further visitors and gross sales at a quiet time of yr. They’re additionally a improbable supply of user-generated content material, which is an absolute godsend for manufacturers. Certainly, four-fifths of shoppers say UGC extremely influences their buying choices, whereas only one in eight say the identical about content material created by manufacturers themselves.

Summer season picture contests will be an particularly good match for retailers promoting seasonal merchandise. 

Out of doors model Marmot provides us a terrific instance of this in motion. This summer time, it’s selling The Elevation Grant, a images competitors focusing on BIPOC creatives:

Picture Supply

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

• It generates a bunch of UGC, which, as I’ve already talked about, performs an enormous half in influencing shopping for choices.
• It’s latched onto a social challenge that’s related to its business, particularly the shortage of BIPOC illustration in outside images.
• Its merchandise are straight related to the dialog, which suggests the marketing campaign doesn’t really feel compelled, insincere, or inauthentic.

There’s no time of yr when individuals don’t love “free stuff,” which suggests a seasonal giveaway is at all times a viable tactic.

However they are often significantly efficient in summer time (supplied your merchandise are the correct match). Why? As a result of persons are out and about anyway, so there’s probability they’ll be taking numerous photos. This, in flip, means it’s a good time to offer 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 time advertising and marketing thought for small manufacturers eager to get eyes on their merchandise; loads of huge names do it, too.

As an illustration, Starbucks usually runs a summer time sport providing its rewards members the possibility to win seasonal merchandize, free drinks, and a number of different prizes:

Picture Supply

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

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

However updating your visuals for summer time is barely related to attire retailers. No matter business you’re in and whoever your viewers is, there are advantages to giving your web site a seasonal facelift.

Historically, laptop video games are just about the antithesis of having fun with the summer time. In spite of everything, if you happen to’re enjoying a console sport, you’re nearly 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 time with a easy banner picture on the prime of the homepage:

Each these examples exhibit that there’s no must do a complete rebrand to make your web site (and social channels) summer-ready. A change of background, or just a few well-placed summery pictures, can do all of the exhausting be just right for you.

Luckily for us entrepreneurs, loads of these pictures have their very own corresponding emojis, so why not use them in your electronic mail advertising and 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 terrific match in your model. 

However they will undoubtedly work tremendous nicely for some companies. The truth is, one examine claimed manufacturers that use emojis of their electronic mail advertising and marketing see a 56 p.c improve in distinctive open charges.

In brief, it seems that emojis can assist your emails stand out in your prospects’ more and more cluttered electronic mail inboxes.

Clearly, loads of manufacturers have already realized the summer time advertising and marketing potential of emojis. Right here’s a snapshot of three current emails I’ve acquired which have made sensible use of emojis within the topic traces:

Nonetheless not offered on emojis? Strive just a little A/B testing. Take a subset of your prospects, break up it in two, then goal one group with a normal 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 fee, likelihood is your viewers appreciated it, so give them extra of what they need.

Once they’re not having a barbecue or picnic in summer time, People are most more likely to spend their outside time going for a stroll or hike, based on the Nationwide Recreation and Park Affiliation.

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

UNIQLO is an effective instance of such a model. On this electronic mail e-newsletter, the style large picked out a few of its prime seasonal merchandise: 

This electronic 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 Pleasure Month.

To be clear, that doesn’t imply it’s the solely month when it is best to present your assist for the LGBTQIA+ group. In actuality, two-thirds of People assume manufacturers ought to communicate out on LGBTQIA+ points all year long. 

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

However what ought to these efforts seem like?

Whereas there’s no method that’ll work for each model, as a normal rule, your Pleasure Month promotions definitely shouldn’t be overly industrial.

(In different phrases: neglect about utilizing June to shift just a few rainbow T-shirts and tote luggage.)

As an alternative, attempt talking out about what you’ve finished to assist the LGBTQIA+ group, similar to customized image body model Framebridge did on this Pleasure electronic mail:

As you possibly can see, this article is 100% centered on celebrating Pleasure and highlighting Framebridge’s half within the broader dialog.

The model additionally scores factors right here for demonstrating its assist for range, inclusivity, and fairness all by 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 “quite a bit” or “one thing” about Juneteenth (up from simply 37 p.c a yr earlier).

Juneteenth will 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 undoubtedly 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 assist for (and related) trigger:

Like Framebridge’s Pleasure Month electronic mail, this article doesn’t attempt to promote us something—it’s solely designed to advertise Mavi Denims’ charity accomplice, The Heyward Home.

Regardless of this, Mavi nonetheless manages to reference its merchandise in a approach that feels pure. This can be a key level, on condition that three-fifths of shoppers really feel manufacturers ought to solely assist good causes that really relate to their enterprise.

3. Goal Father’s Day Consumers

Nationwide Retail Federation (NRF) analysis exhibits that three-quarters of People plan to rejoice Father’s Day (June 18), with the common particular person 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, an identical 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 another channel), the event is undeniably an enormous deal for ecommerce manufacturers and retailers.

Similar to with different key celebratory dates—assume 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 e-newsletter:

With one in three People admitting they “typically”, “at all times”, or “regularly” ship Father’s Day items late, there’s 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? Try our roundup of June e-newsletter concepts!

In response to 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 objects” 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, it is best to most likely share a cheery “Blissful Independence Day” along with your (American) prospects.

However if you happen to’re in the correct 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 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 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 huge deal to share on “America’s birthday”.

2. Rejoice BBQ Season

When 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 option to rejoice Independence Day.

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

Which is precisely what Group Man Crates did with this electronic mail (simply don’t look too intently on the meals):

The most effective factor is, you don’t need to promote cooking tools—or something food-related—to experience the barbecue bandwagon.

Attire; equipment; sun shades; outside furnishings; all these classes (and extra) will be simply squeezed right into a BBQ-themed marketing campaign.

Discover extra July e-newsletter examples.

Whereas they’re not significantly summery occasions, again to high school and again to school are two of the season’s largest purchasing 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 residence furnishings, the back-to-school (and faculty) season affords enormous alternatives for a variety of manufacturers.

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

Inside the electronic 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.

This can be a sensible play, serving to to attract in lecturers and college students after they’re almost certainly to be purchasing 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 possible helps Origins construct longer-term buyer relationships—with 93 p.c of consumers saying they’d make repeat purchases from retailers providing enticing reductions.

2. Clear Out Summer season Inventory

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

That’s an enormous concern, with overstocks costing the common model 3.2 p.c of income—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 possibly can take steps to mitigate it by providing a horny low cost on older seasonal inventory, similar to Sunski did on this electronic mail:

Alternatively, in case your previous inventory is rather less seasonal than sun shades, you would possibly be capable to filter out your warehouse with not more than some clever copywriting.

Brooklinen used this method 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 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 urgency and scarcity-infused messaging.

3. Present Summer season/Fall Product Suggestions

It would sound counterintuitive, however one of many smartest summer time advertising and marketing 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.

Style is a major instance, with manufacturers usually utilizing August to advocate merchandise which can be related to each summer time and fall.

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

The entire thought of “inter-seasonality” continued throughout the electronic 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.

On the lookout for extra August e-newsletter concepts? We’ve acquired 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 at this time 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—nearly all of that are food-focused.

Nonetheless, 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 would possibly take part. High purchasing classes included attire/footwear and family necessities.

With so many patrons actively looking for bargains, you would possibly need to take into account launching a Labor Day sale, similar 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 per week or two prematurely—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 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 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 part on the planet of ecommerce advertising and marketing, so it created this September e-newsletter to showcase the most recent in trench coat know-how:

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

The copywriting is great, too, with its give attention to explaining how the model has re-imagined the basic trench. This groups nicely with the “Discover Now” CTA, which feels extra partaking than the regulation “Store Now”.

Try extra of our favourite September e-newsletter concepts!

Conclusion

Positive, advertising and marketing in summer time presents just a few key challenges. Particularly in the mean 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 time as a complete tends to be quite a bit quieter.

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