September 22, 2021 Four Columns Marketing

A New Season, A New Spender: How do consumer habits change with the seasons?

Did you know that consumer spending habits change as the weather does? Whether your company is business-to-business (B2B) or business-to-consumer (B2C), chances are you’re impacted by the seasons changing. 

As customers begin prepping for different weather, they start making different purchases. In the summer, a buyer is more likely to purchase soda, a bathing suit and patio furniture than they are in the fall or winter, where items from lip balm to pricier electronics are more popular. Impulse purchases are more common in the warmer months, and studies show a link between increased levels of sunlight and more on-the-spot purchases. This may seem obvious, but knowing your consumers’ spending habits inside and out is what will elevate your company above the rest. 

Think season-changing habits don’t apply to B2B companies? Think again. While harder to pinpoint, B2B sales fluctuate with the seasons as well. Hundreds of industries are impacted by the seasons, including ones like construction and pest control. and if your company sells to these industries, your business will be affected too. Your product is going to other sellers who are marketing their products and prioritizing consumer habits. This changes how they’ll purchase items from you. Knowing how consumers spend their money, even if they don’t directly use your products or services, will help you meet your clients’ needs. 

How to cater your marketing to meet the desires of consumers


  1. Lean into the season changes and the experiences that come with them. Your company should highlight these fluctuations, whether it’s back-to-school events, holidays or popular traditions. Experts recommend appealing to the nostalgia that comes with the new seasons and utilizing the unique qualities of each, like the popularity of pumpkin spice, for example, in the fall. 

    Historically, the last quarter of the year, which is considered to be Oct. 1 through Dec. 31, is a prime time for products to sell. With the density of holidays and events, consumers tend to spend more money and purchase items relevant to the holiday season. 

  2. Streamline storefronts and create easy-to-navigate displays that make shopping fun. Studies are showing that this season, consumers are longing to get back into stores to shop in person, so make it easy and entertaining for them! 
  3. Know your customers. Obvious, but imperative for any brand when marketing products. If most of your target market works in an industry where the slow season is traditionally in winter, plan for ways to appeal and create a strategy to market heavily when they’re predisposed to spend more. 
  4. Familiarize yourself with the trends. For example, the fashion industry launches new looks in the spring and fall, so buying will increase at clothing boutiques and popular brands during those seasons.


  1. Know your customers’ markets. If you’re selling across multiple regions, it’s important to understand how the weather impacts your consumers and your consumers’ customers. Know that the businesses you work with will be less likely to make new purchases from you until their customers are spending consistently. 
  2. Note who your customer is. You’re selling to people, so what’s their schedule? For example, if you’re selling to clothing vendors, know when the launch seasons are. Spring clothes are marketed from January to March, so target these companies well in advance (in the summer) before they begin to launch a new line.
  3. Utilize the end-of-year vendor search. Companies often explore new vendors at the end of the year. Figure out when people are open to (and budgeting for) new vendors. 
  4. Review your data to see how sales fluctuate for your company. Ideally, three to five years of data will show you an average trend for the seasons and equip you with the knowledge you need to market effectively. 

No matter your industry, it’s vital to know how consumer habits change so you can amplify your business and market efficiently. At Four Columns Marketing, our dedicated team is ready to assist you with know-how and experience, so you don’t have to take on that burden alone. Give us a call at 844-368-7265 or email [email protected] for more on how Four Columns Marketing can help you today.

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