Seasonal marketing is marketing products according to seasons or events which come once a year. This is the time when some products are in exceptionally high demand as compared to the rest of the year. Such businesses might suffer throughout the year and flourish at a particular time. This might be related to a season, for example, the demand for boots during winters or it may be related to an event such as Valentine’s Day when the demand for flowers skyrockets.
Marketing such products can be a tricky business. People might not be as accepting of the idea of cinnamon flavoured drinks in summers, as they would be in fall or winter. If the businesses force this idea on people in the wrong season, it might backfire completely. People associate certain characteristics of the products. It is not only limited to the product, but it drills down to the making, colour, texture, design, and sometimes, the way it is displayed. A wreath is both used during funerals as well as Christmas decorations. It depends on who is selling it, and with what purpose.
Northeastern University’s business professor Bruce Clark, while talking about the seasonal drink Pumpkin Spice Lattes by Starbucks says, “promoting a fall flavour when it’s still summer can rub people the wrong way, especially those who feel as though big brands distort the ‘natural’ cycle of our lives.”
Seasonal products tie into the feelings of that season and emotions are a powerful motivator for purchase. To the extent you’re looking forward to the fall season, here is one reminder of that season. Buying the product reinforces those good feelings. We may even notice ads for seasonal products more if we are attuned to the seasonal change.
People sometimes use such products as an indication of an upcoming event or a season. When someone sees orange and pumpkin theme decorations, they think directly of the Thanksgiving holiday and fall season. Marketers can use this greatly to their advantage.