It was early November, and Sarah, the owner of a small e-commerce business selling artisan candles, noticed something peculiar. Sales had been relatively steady throughout the year, but as the evenings grew darker and colder, her orders suddenly surged. While this was great news, Sarah couldn’t help but wonder: was there more she could do to capitalise on these seasonal trends and grow her business even further?
Like many small business owners, Sarah wasn’t a marketing expert, nor did she have a huge advertising budget. But she had something even more valuable—her knowledge of her customers’ habits and the seasonal trends that influenced their buying decisions. The key, she realised, was to use these patterns to open her customers’ wallets by offering something irresistible.
Recognising the Power of Seasonal Trends
As Christmas approached, Sarah took a step back and analysed her sales data. She noticed that her customers were buying more candles not just for themselves, but as gifts. Candles with festive scents, like cinnamon and pine, were particularly popular. Without even meaning to, she had tapped into the seasonal mindset of her customers—people were thinking about the comfort of home, cosy winter evenings, and gifting to loved ones.
Sarah realised she had been sitting on a goldmine of seasonal potential all along. She just needed to tailor her offering to match the time of year more intentionally. By acknowledging the natural ebb and flow of demand, she could focus on creating a sense of urgency and scarcity during peak times. After all, when customers feel they’ve earned something special, they’re far more likely to click 'add to cart.'
Leveraging the Power of Urgency and Scarcity
In early December, Sarah decided to offer a limited-edition collection of winter-themed candles. She used phrases like “limited to” and “only available for a short time” in her product descriptions and promotional emails. But she didn’t stop there. She carefully crafted her messaging to tap into the emotional desires of her customers. For example, she framed her offer with phrases like, “because you deserve a little winter warmth,” making her customers feel special and appreciated.
This simple strategy worked wonders. Customers loved the idea of grabbing something unique that wouldn’t be around forever, and the limited-time offer created a sense of urgency that led to a noticeable spike in sales. The more she highlighted that these items were seasonal, the more customers felt they needed to act now or miss out. And, let’s be honest, who wants to miss out on a beautifully scented home during the festive season?
Building Interest Through Personalisation
One key insight Sarah had was that people like to feel seen. Personalisation is a powerful tool, and she decided to use this in her seasonal marketing campaigns. She sent out personalised emails to her loyal customers, offering them early access to the limited-edition candles, with a friendly message that said, “We’ve kept these back just for you.” It was a small touch, but it made her customers feel valued and important. This personalised approach boosted not only sales but also brand loyalty.
Sarah’s strategy paid off. The personalised emails had a much higher open and conversion rate compared to her standard promotions. Customers felt connected to her brand and appreciated that she acknowledged their loyalty. It wasn’t about being pushy; it was about making her customers feel like they were getting something exclusive.
Creating a Fresh Start with New Year Offers
As the New Year approached, Sarah shifted her strategy again, introducing a “fresh start” campaign. She knew that after the indulgence of the holiday season, her customers were ready for something fresh, so she designed a new line of clean, minimalist candles that symbolised new beginnings. The messaging was simple: “Start the New Year with a fresh scent.”
This fresh-start mentality resonated deeply with her customers. January, traditionally a quieter time for retail, became one of Sarah’s busiest months. People were drawn to the idea of a fresh start and saw her products as a simple way to introduce calm and clarity into their homes.
Making Your Customers Feel Understood
Sarah’s story highlights a crucial lesson: successful marketing doesn’t require big budgets or technical know-how. It’s about understanding your customers and tapping into the seasonal trends that naturally influence their buying behaviour. When you position your products in a way that resonates with the emotions of your audience—whether it’s creating urgency with seasonal scarcity, offering personalised experiences, or aligning with the “fresh start” mindset—you can open their wallets without ever feeling salesy.
And here’s where you can take your seasonal sales even further. If you’re a small business owner who feels like you’re missing out on the full potential of seasonal trends, you don’t have to navigate this alone. Connecting with Mark A Preston, THE Customer Growth Coach & Speaker, can give you the tools and strategies you need to make the most of every season and grow your customer base without breaking the bank. Why not reach out to Mark today and start crafting your own seasonal success story?
