17 Summer time Advertising Concepts You Can Attempt In the present day

Traditionally, when the climate heats up, on-line gross sales quiet down as buyers spend extra touring, eating out, and customarily having fun with the nice outdoor.

All of which implies that should you’re going to drive gross sales through the summer time months, you’ll be able to’t afford to sit down again and watch for buyers to return to you.

As an alternative, your advertising and marketing wants to choose up the slack by reaching new audiences, nurturing current clients, and selling engaging provides.

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…

If you happen to’re ever wanting advertising and marketing concepts, consciousness days and causes will be the right inspiration. They let you piggyback on a wider dialog, serving to you generate some much-needed model consciousness.

Thankfully, 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 totally 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 these items. Clearly, not all might be related to your model.

What’s extra, some seemingly don’t justify any greater than a throwaway social put up, whereas others are large occasions deserving of an entire marketing campaign.

You (in all probability) don’t must dedicate an entire month of selling exercise to Nationwide Lasagna Day, whereas should you’re going to hitch 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 secure intercourse within the run-up to World Aids Day:

That’s a robust marketing campaign as a result of it’s instantly related to Durex, and in addition as a result of Larsson has a observe file 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 12 months—launch a sale.

In key markets throughout Europe and North America, it’s conventional to run some form 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 durations fluctuate from one nation to a different. In France, for example, gross sales durations can solely run for a most of 4 weeks, with the particular 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 likely one of the greatest methods to do that. With an ROI of 42:1, it could generate a staggeringly excessive bang to your advertising and marketing buck should you get it proper.

Even manufacturers that don’t sometimes provide reductions have been recognized to run summer time gross sales (and promote them by way of e-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 e-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 an effective way to steer shoppers to take benefit.

Starved of consideration whereas your clients bask in the summertime sunshine? Coax them again, whereas constructing consciousness amongst new audiences, by working a social media contest.

Importantly, competitions aren’t simply an efficient option to drum up some additional visitors and gross sales at a quiet time of 12 months. They’re additionally a incredible 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 time photograph contests will be an particularly good match for retailers promoting seasonal merchandise. 

Outside model Marmot offers 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 provides Marmot:

• It generates a bunch of UGC, which, as I’ve already talked about, performs a giant half in influencing shopping for choices.
• It’s latched onto a social challenge that’s related to its trade, specifically the dearth of BIPOC illustration in out of doors images.
• Its merchandise are instantly related to the dialog, which implies the marketing campaign doesn’t really feel compelled, insincere, or inauthentic.

There’s no time of 12 months when folks don’t love “free stuff,” which implies a seasonal giveaway is at all times a viable tactic.

However they are often significantly efficient in summer time (offered your merchandise are the fitting match). Why? As a result of persons are out and about anyway, so there’s a very good probability they’ll be taking numerous footage. This, in flip, means it’s a good time to offer them free stuff they’ll exhibit for you—and you need 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 large names do it, too.

As an example, Starbucks frequently runs a summer time sport providing its rewards members the prospect 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 a very good probability folks will share them on social media too, which helps generate loads of model consciousness.

With that in thoughts, lots 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 trade 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, should you’re taking part in a console sport, you’re nearly actually 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 reveal that there’s no must do a complete rebrand to make your web site (and social channels) summer-ready. A change of background, or a couple of well-placed summery photos, can do all of the onerous give you the results you want.

Thankfully for us entrepreneurs, lots of these photos have their very own corresponding emojis, so why not use them in your e-mail advertising and marketing?

Now, emojis aren’t for everybody—should you’re working a regulation agency otherwise you construct tombstones, they’re in all probability not a terrific match to your model. 

However they’ll undoubtedly work tremendous nicely for some companies. The truth is, one research claimed manufacturers that use emojis of their e-mail advertising and marketing see a 56 % improve in distinctive open charges.

In brief, it seems that emojis might help your emails stand out in your clients’ more and more cluttered e-mail inboxes.

Clearly, lots 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 obtained which have made sensible use of emojis within the topic strains:

Nonetheless not bought on emojis? Attempt somewhat A/B testing. Take a subset of your clients, break up it in two, then goal one group with a typical e-mail and the opposite with precisely the identical e-mail, however with a topic line containing an emoji or two.

If the emoji model has the next click-through price, chances are high your viewers favored it, so give them extra of what they need.

After they’re not having a barbecue or picnic in summer time, People are most prone to spend their out of doors 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 e-mail e-newsletter, the style large picked out a few of its prime seasonal merchandise: 

This e-mail works nicely as a result of it speaks to a typical client ache level through the hottest months of the 12 months: the need to really feel snug whereas trying trendy.

June is Satisfaction Month.

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

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

However what ought to these efforts appear like?

Whereas there’s no strategy that’ll work for each model, as a basic rule, your Satisfaction Month promotions actually shouldn’t be overly industrial.

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

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

As you’ll be able to see, this text is one hundred pc centered on celebrating Satisfaction and highlighting Framebridge’s half within the broader dialog.

The model additionally scores factors right here for demonstrating its help for range, inclusivity, and fairness all by way of the 12 months.

2. Help a Good Trigger for Juneteenth

You in all probability 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 % of individuals knew “rather a lot” or “one thing” about Juneteenth (up from simply 37 % a 12 months earlier).

Juneteenth will be tough for manufacturers and entrepreneurs.

Likelihood is you wish to acknowledge the event. However you don’t wish to provide empty phrases. And also you undoubtedly don’t wish 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 help for a very good (and related) trigger:

Like Framebridge’s Satisfaction Month e-mail, this text doesn’t attempt to promote us something—it’s solely designed to advertise Mavi Denims’ charity associate, The Heyward Home.

Regardless of this, Mavi nonetheless manages to reference its merchandise in a means that feels pure. It is a key level, on condition that three-fifths of shoppers really feel manufacturers ought to solely help good causes that truly relate to their enterprise.

3. Goal Father’s Day Buyers

Nationwide Retail Federation (NRF) analysis reveals that three-quarters of People plan to have fun 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 gadgets.

And with 43 % of shoppers buying Father’s Day presents on-line (greater than another channel), the event is undeniably a giant deal for ecommerce manufacturers and retailers.

Similar to with different key celebratory dates—assume Valentine’s Day and Mom’s Day—the most effective 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 “steadily” ship Father’s Day items late, there’s a very good probability your clients will respect the reminder.

Even higher, this tactic naturally provides a way of urgency to your messaging, prompting buyers to behave shortly or danger lacking the transport deadline.

Need extra inspiration? Try our roundup of June e-newsletter concepts!

Based on the NRF, 87 % of People plan to have fun the vacation, forking out over $90 on meals purchases within the course of. What’s extra, one-third intend to purchase “patriotic gadgets” like flags, decorations, and attire.

Like every main vacation, you don’t wish to say nothing on the 4th of July. On the very least, you need to in all probability share a cheery “Glad Independence Day” along with your (American) clients.

However should you’re in the fitting 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 provide, however the substantial money financial savings make it sound like a sufficiently large deal to share on “America’s birthday”.

2. Rejoice BBQ Season

If you happen to’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 have fun Independence Day.

So should you’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 out of doors grilling.

Which is precisely what Crew Man Crates did with this e-mail (simply don’t look too carefully on the meals):

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

Attire; equipment; sun shades; out of doors 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 highschool and again to varsity are two of the season’s largest buying occasions.

Mixed, the 2 signify 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 house furnishings, the back-to-school (and school) season provides big alternatives for a variety of manufacturers.

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

Inside the e-mail physique, Origins clarifies that this low cost doesn’t solely apply to the back-to-school interval; it’s out there all 12 months spherical.

It is a sensible play, serving to to attract in academics and college students after they’re most probably to be purchasing for provides, whereas additionally encouraging them to return all year long.

And whereas providing a everlasting 15 % student-and-teacher low cost may appear unnecessarily beneficiant, it seemingly helps Origins construct longer-term buyer relationships—with 93 % of buyers saying they’d make repeat purchases from retailers providing engaging reductions.

2. Clear Out Summer time Inventory

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

That’s a giant concern, with overstocks costing the common model 3.2 % of income—equating to a mixed annual lack of $123 billion for all North American retailers.

When you can’t completely keep away from the chance of overstocks, you’ll be able to take steps to mitigate it by providing a beautiful low cost on older seasonal inventory, similar to Sunski did on this e-mail:

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

Brooklinen used this strategy to drive gross sales of its older bedding merchandise:

Quite 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, however it additionally compels buyers to take motion by way of urgency and scarcity-infused messaging.

3. Present Summer time/Fall Product Suggestions

It’d sound counterintuitive, however one of many smartest summer time advertising and marketing concepts is to start out selling fall-friendly merchandise.

Particularly should you’re in a extremely seasonal area of interest with fast-moving tendencies.

Trend is a primary instance, with manufacturers usually utilizing August to suggest merchandise which are related to each summer time and fall.

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

The entire thought of “inter-seasonality” continued inside the e-mail physique, by which 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.

Searching 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 present it’s extra about barbecues, parades, and buying.

A Numerator survey carried out forward of Labor Day 2022 revealed three-quarters of shoppers deliberate to have fun the vacation, with 94 % of them planning to make purchases for the event—the vast majority of that are food-focused.

Nevertheless, Labor Day additionally provides 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. Prime buying classes included attire/footwear and family necessities.

With so many consumers actively attempting to find bargains, you would possibly wish to contemplate launching a Labor Day sale, similar to this instance from classic furnishings retailer Chairish:

After all, should you do go down the limited-time low cost route, it is sensible to tease your sale per week or two upfront—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 start out gently selling their fall collections.

Effectively, September is unquestionably 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 the whole lot on the earth of ecommerce advertising and marketing, so it created this September e-newsletter to showcase the newest in trench coat know-how:

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

The copywriting is superb, too, with its deal with explaining how the model has re-imagined the traditional 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

Certain, advertising and marketing in summer time presents a couple of 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 deliver alternatives. Whereas there’s a ton of noise round busy on-line buying durations just like the Cyber Weekend, summer time as an entire tends to be rather a lot quieter.

Which means should you nail your messaging, there’s each probability your summer time advertising and marketing concepts will generate some actual buzz.