Summer and holidays are coming and all professional merchants know this period has a lot of peculiarities. On one hand, there are many threats to have fewer sales, but on the other hand, there are a lot of opportunities to sell more when all the summer sales peculiarities are considered and an online store is prepared. Let’s review the main trends and possible activities that can help to make e-commerce business more successful in summer.
Definitely popular summer products
Summer is a vacation season and a beautiful time for active travels. It is not so difficult to make the list of popular products that everyone will definitely search for and buy. You can use this information to expand the product range, if you need it. If you can’t add such products to sell them in your online store, it is possible to consider the e-platforms with popular products for your online store promotion. Such e-platforms will have good traffic during summertime and well-planned marketing campaigns will be fruitful.
There is a product list overview:
Tickets and hotels. This is obvious and there is not much to explain. People need tickets and hotels to organize travelling. Some of them are trying to get best offers or early-bird prices, but not all of them prefer to plan their travel in advance. Discounts on flight tickets or attractive prices for hotel service can be used as the effective sales promotion campaigns. If you can offer such value added to your potential customers, you can increase sales in your online store.
Sunglasses. This type of product should be considered separately. Sunglasses are present in different areas and the consumer’s behaviour can change constantly depending on this. If we consider the fashion industry, the sunglasses serve not only as eye protection from the sun. They emphasize the style and status. A brand or design is more important here than the specifications and usability. Sunglasses for adventure holidays have a different target audience. Certain level of comfort and reliable protection are more important here. Anyway, in the summertime, all glasses segments have high competition. You should know all your audience specifics and be well-prepared for high sales.
Leisure products. There are many products that can be included in this category depending on the activity type:
products for the beach and sea tour
products for a hike in the mountains
products for fitness classes and jogging
products for bicycle racing
products for yoga classes and so on
Each category is a separate market segment that requires a special approach to the sales. You need to identify important criteria for each audience and this information gives clearer understanding of how people will search the products. Online stores get most of their traffic from search engines, so product pages have to be optimized according to the most important users’ requests. And this should be done in advance. The product range should be planned carefully to meet the most specific clients’ needs.
Don’t forget that leisure products can be rented and this service is very popular during the summertime. Sun protection umbrellas, garden furniture and equipment for active recreation are needed only in summer and some people prefer not to buy such things as they don’t have a place to store them.
Back to school supplies. The second half of the summer opens the school products season. Stationery, books, school bags, schoolwear – all these product categories will be in high demand, especially in late summer.
Winter goods promotion. There are people who like to plan everything in advance and buy everything they need at very attractive prices. Therefore, they might be interested in goods such as skis or ski suits, warm clothes, winter shoes, heaters and so on. Of course, they are not in a hurry to be the first ones who buy a Christmas tree, but there are so many wintertime products that can be bought in advance. The basic strategy for winter products in summer is to offer them at very attractive prices.
Customers’ behaviour in summer
In summertime people have different activities. This fact influences their behaviour. Thus, it is better to take some peculiarities into account.
Spend more time away from home. There are a lot of opportunities to rest outdoors in summer. Thereby, people have less time for shopping, but they make a purchase decision easier and can buy unplanned products. As they spend more time outside, mobile devices are used actively for shopping.
Buy less in June. June is the month of the lowest sales and there is terrible statistics that confirms this fact every year. Be ready for this period. If your business is not connected with typical summer products, don’t expect much profit. Marketing campaigns and different activities can correct the situation. For example, to expand the target audience, it is possible to use shopping engines such as Amazon, eBay and others during this period. But be realistic, you can’t sell as much as during Christmas sales in December.
Prefer to shop on Monday. Very often people are away at the weekend and they buy what they need on Monday. Thereby, some online stores increase prices on Mondays. It is a good strategy as well as any sales promotion activities.
Need international shipping. During traveling season it is important to provide delivery to different countries. Loyal customers like to shop at the same stores, and international shipping will be interesting for them, even if it costs more. Active travelers constantly change their location and this service helps them to shop.
These are main summer trends which may help you prepare your online store for the holiday season. Summer is a very positive time and we hope you will find many sales opportunities and won’t face any issues with your sales since you’ve read our article.