Let’s Start with an Example
Our ice cream company, Jar + Cone, serves locally sourced ice cream out of The Putt District all year long. But during the winter months, selling ice cream gets tricky. On top of that, parking in downtown Minot—where we are located—can be limited, which means people often have to walk a few chilly blocks just to get inside. And let’s be honest, no one wants ice cream when they are freezing.
Thankfully, summer does come to North Dakota, and that is when our marketing efforts kick in. We run exciting promotions like free ice cream for a year or even for life. We also offer fun souvenir items, like baseball team hats that double as ice cream holders and give customers a little something extra to take home. Running these kinds of promotions during the colder months would be a poor use of ad spend and would not deliver a strong ROI, so we hold off until the timing is right.
Why Seasonality Matters in Advertising
Consumer behavior does not stay the same year-round. A spring mindset is different from a holiday one. People search for different things, spend differently, and respond to different messaging. What performs well in July may fall flat in November and vice versa.
Every industry has its version of “high season.” For retail, the end-of-year holidays are king. For home improvement, spring and summer see the biggest spikes. Knowing when your audience is most engaged and when competition heats up lets you plan smarter and spend more efficiently.
Budgeting and Bidding Adjustments
Seasonal ad performance is not just about messaging, it is also about money. Ad costs often rise during peak times due to increased competition. Planning means you can pace your spend, build campaigns before cost spikes, and test creative while rates are still reasonable. On the flip side, some off-peak seasons offer a chance to stretch your budget further and build brand awareness while competitors scale back. It is all about balance.
Creative That Matches the Moment
Your visuals and messaging should reflect the season, not just the calendar, but the emotional tone that comes with it. Think fresh starts in spring, bold fun in summer, cozy comfort in fall, and reflection or urgency in winter. When your creative lines up with what people are already thinking or feeling, it resonates more and performs better.
Plan Ahead, Perform Better
If your campaigns are not accounting for seasonal shifts, you are leaving performance on the table. Aligning a major launch with a seasonal uptick or adjusting spend before holiday ad costs climb, timing truly is everything!