Dmitry Chervonyi
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Each time of the year affects the development of seasonal trading and services in its own way. Whether the business itself is seasonal or not, consumers buy differently depending on the time of the year.

For achieving high sales at any period, it is crucial to understand and realistically assess the seasonality of demand. Only then is it possible to correctly adjust your budget expenditure, promotion, and communication strategy during a particular season or holiday.

What Is Seasonality in Business?

The seasonality of demand in business is a necessary piece of the analytical puzzle. As the interest in particular products changes throughout the year, customers show interest in those sites and products differently depending on the season.

Business seasonality is expressed in the change in site traffic. Consumer activity rises or falls depending on what season or holiday is approaching. Season-based sales coincide with occasions when consumer emotions are high. Times when people are celebrating, taking time off work, or getting together with friends and families, they are more likely to be shopping.

With B2C business, everything is clear, but seasonality does not bypass the niche of B2B marketing. You have to understand that events and holidays also affect consumer-business decisions.

Types of business seasonality

Customers’ activity may be observed for only one to two weeks around certain holidays or persist for several months at different times of the year. Then there are also goods that are in demand throughout the year. Depending on the type of seasonality, there are three possible effects on demand:

  • Moderate — Maximum decline in demand reaches 10%-20%.
  • Significant — A drop of 30%-40% is achieved.
  • Rigid — Demand falls by 50%-100%.

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What influences seasonality 

The level of consumer interest depends on a variety of factors. These include:

  1. Seasons and weather — A change in weather conditions apparently plays a significant role in demand fluctuation. Some business sectors are most susceptible to a decrease or increase in buying activity during specific times of the year. Sales of skis and heaters, for example, are more successful in winter. Similarly, some construction materials sell better in summer.
  2. Holidays and special occasions — Before Mother’s Day, you can count on a successful sale of jewelry and perfumes. The flower business is also going through a peak in sales at this time. School supplies are at the peak of demand by the end of the summer as parents prepare their kids for the school season.
  3. Work-related trips and events — Your potential leads need to accommodate business travel, meetings, and events, so paying attention to their travel schedules is essential. For example, find out when and where major industry events take place, or for existing clients, simply ask them about their plans.
  4. Budget cycles — All businesses have annual budgets that must be adhered to. It is important to predict when these budget cycles are due because potential clients are unlikely to respond to new proposals if their budgets are already allocated elsewhere. For this reason, the end of the fiscal year is an excellent time for lead generation, as potential customers may have some of their budget left over. 

Why Should Marketing Teams Consider Business Seasonality?

You should always take note of the seasonal shifts that affect your business.

Companies that understand the seasonality in their markets can properly predict and time inventories, staffing, and other decisions to coincide with the expected seasonal changes of the associated activities, thereby reducing costs and maximizing revenue. 

One should not forget about seasonality when analyzing stocks and sales either. After all, seasonal changes directly affect profits and losses. For example, you will achieve greater success by allocating more money to advertising and marketing during specific periods.

The seasonality of demand also affects the load on your site. By recognizing this seasonality in attention, you can predict times of high traffic and prepare for it accordingly.

Defining High and Low Seasons in B2B

Analyzing data and understanding seasonal trends are the best things you can do to determine the high and low seasons in B2B sales.

It would be ideal to gather all the sales data you have for the last three to five years. Process the data and study it carefully to identify the peaks of sales, the most productive months, and the least productive periods. This is the best way to determine the high and low seasons and figure out how to generate more income during those times.

A lot of data is affected by the time of year. Seasonal adjustment means that more accurate relative comparisons can be made between different periods. Seasonal adjustment of data smooths out periodic fluctuations in statistics or cyclic movements in supply and demand. A tool known as the seasonally adjusted annual rate (SAAR) can remove seasonal changes in performance.

High and low seasons in B2B

Sales Seasonality: Find It, Make It, Profit

Now you know what business seasonality is and why this indicator is significant for any sales area. But how do you have to use it to be successful?

1) Plan ahead

Before you start planning your marketing calendar for a new year, you must study and map all the year’s key events carefully. But we should not forget to include small, specialized events to raise awareness; this is often where opportunities for B2B brands open up.

2) Look for trends

Study online search trends for the services and goods your seasonal business offers. Google Trends is an excellent tool for this. It’s free and will help you see how search queries change over the calendar year. Google Trends can also be used to determine the quietest periods to run campaigns to increase your traffic and stand out from the competition.

3) Stay focused and keep it simple

Don’t take on too much, and don’t risk a lot; only launch campaigns at times when it is truly appropriate for your business. Focus your resources and budget where it matters most.

If you can’t naturally associate a seasonal event with one of your products or services, don’t force it. In this case, it would be a better idea to convey a simple message that will personally resonate with your target audience.

4) Think of conversion

Think about how to attract customers and influence them so that they take the desired action for you, such as filling out a form, following you on social media, or answering a call. And remember to include that specific call to action in your marketing campaign.

5) Make sure your branding is consistent

To ensure consistency when a user visits your page, you should reflect on your latest marketing campaign. Even Google rewards websites that regularly update and improve the content of their pages in search engine rankings. To seamlessly link users to your seasonal campaign through your home page, try using a banner or slider.

6) Track your results

You should also keep track of your results to confirm your ROI and make adjustments the next time you plan your seasonal marketing campaign. Use key metrics and track social media followers across platforms, along with their respective engagement rates.

To better understand the B2B industry and avoid all its pitfalls, you can turn to Belkins and take your business to the next level.

Dmitry Chervonyi

Chief Marketing Officer at Belkins
Since starting his career in sales & marketing 9 years ago, Dmitry never stopped searching for new opportunities that can turn the tables on sales development and the ways that shape B2B relationships. He is always eager to share his findings with the audience.
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