People don’t necessarily stop spending as the seasons change, they usually start spending their money on different things that become more of a priority.
Think about your own spending habits.
At the beginning of the year, you might be focused on getting organised, saving money or making a few healthy changes. When spring arrives, your attention may turn to decorating, gardening and getting the house in order. Then summer brings holidays, days out and more time spent outdoors.
As summer draws to a close, priorities begin to shift again.
The children go back to school, everyday routines return (thankfully!) and those jobs that were pushed aside during the holidays start making their way back onto the To Do List.
For small businesses and tradespeople, understanding these seasonal changes can help you get your name in front of customers at just the right time.
From summer plans to autumn jobs
During the summer, people are often busy juggling holidays, childcare, days out and changes to their usual routines.
It doesn’t mean they’ve stopped thinking about the jobs they need doing. They may simply have decided to leave them until life settles down again.
By autumn, householders often start thinking about getting ready for the colder months. Boilers need servicing, gutters need clearing, gardens need tidying and those little draughts around the windows and doors suddenly become much more noticeable.
People might also decide it’s finally time to decorate a room, replace a kitchen, book a cleaner or call somebody to deal with a repair they’ve been putting off.
That creates plenty of opportunities for local tradespeople and home improvement businesses.
But the seasonal shift doesn’t only benefit businesses connected to people’s homes.
Christmas starts earlier than we think
None of us really want to talk about Christmas especially while we’re still enjoying the last of the summer, but many people begin planning for it much earlier than you might expect.
As autumn approaches, diaries start filling with parties, meals, family gatherings and events. People begin thinking about presents, vouchers, hair & beauty appointments, festive clothing, entertainment and places to eat.
Local shops, restaurants, beauty businesses, venues, caterers, photographers and many other small businesses could all see demand increase during the run-up to Christmas.
And then there are the other home improvements people want to get sorted in the run-up to Christmas, such as new kitchens & bathrooms, laying new flooring, creating extra storage, or a deep clean before guests arrive.
Even businesses that aren’t obviously seasonal can benefit. People still need lots of different local businesses to help them keep their everyday life running.
The important thing is to recognise what may be happening in your customers lives and how their priorities might be changing.
Customers often plan before they buy
Not every customer contacts a business as soon as they first see it.
Someone might notice the name of a local roofer and remember it when they discover a leak a few weeks later. They might see an advert for a restaurant and keep it in mind for an upcoming birthday. Or they may come across a local cleaner and make a note to get in touch once the children are back at school.
This is why it’s useful to get your name out there before the busiest point of the season arrives.
If you wait until you desperately need more enquiries, you’re relying on people finding you at exactly the right moment. When customers have already seen your business and become familiar with its name, you have a much better chance of being remembered when they’re ready to buy.
Familiar local names can feel easier to trust
When somebody needs a local product, service or tradesperson, they won’t always choose the first business they find.
They may ask friends for recommendations, look at reviews or choose a name they recognise from around the local area.
Seeing a business regularly helps it to feel established, familiar and most importantly trusted. It reassures people that the business serves their area and will still be there when they need it.
That familiarity is particularly important for trades and services that involve inviting someone into your home or trusting them with an important job.
Getting ready for the next seasonal shift
It might still be August, but the decisions people make now can influence what they buy and who they contact during October and beyond.
Our next Local Eyes books will be delivered to local letterboxes when households are back in their routines and turning their attention towards autumn, winter and Christmas.
If that sounds like a good time for local people to discover your business, you can download our latest Media Pack to see the areas we cover, the advertising options available and our current prices.
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