Seasonal marketing is utilizing certain tactics around holidays and other special occasions to promote a company’s products or services. This type of marketing is extremely common for clothing retailers, especially those in a mall setting or large standalone department stores. These businesses often hire seasonal help to accommodate for a large influx of buyers and to help with maintaining campaigns.
For example, Macy’s may elaborately decorate the entire department store, offer seasonal specials and even bring in Santa Claus to promote its products around Christmas. This is because the retailer is likely to greatly increase its gift sales during this time of the year. Macy’s may also change its floor plan and advertising campaigns in August to focus on back-to-school gear.
Department stores commonly change their product placement in order accommodate multiple seasonal campaigns throughout the year. One month, a store may have swimwear prominently displayed in front of the entry way, and the next, there will be winter coats placed front and center. They’ll employ temporary or contract help, provide brief, targeted training, and trim down after a busy season passes.
IT’S THAT TIME OF YEAR
Halloween stores are a great examples of retailers that typically only open seasonally. These stores hire temporary employees during certain months of the year to come in, prep the store, manage its fall sales, and wrap everything up after October 31st. Once the season is over, another seasonal retailer may move in until the store needs to reopen for business. As long as this arraignment works, a landlord leasing the building never has to worry about it being vacant.
Farmers’ markets, greenhouses, ice cream parlors and pool stores are other examples of Michigan businesses who rely on seasonal marketing to drive sales. They push advertising during very specific times of year, sell as much as possible, and close down entirely or focus on other ventures once the prime season passes.