Your 12-Month Retail Calendar: How to Make the Most of Seasonal Sales All Year Long
CHAPTER 1   3 MIN

Your 12-Month Retail Calendar: How to Make the Most of Seasonal Sales All Year Long

Seasonal selling periods are SO important for retailers. A single season can make or break your entire year. Let’s look at the retail fiscal calendar and how to make the most of busy periods and what to do on your downtime.​

IN THIS GUIDE:
●  The Importance of Seasonal Sales

●  Your 12-Month Retail Fiscal Calendar by Season

●  Other Seasonal Fluctuations to Consider

●  Making the Most of Slow Seasons

​●  Take Action: Improve the Seasonal Shopping Experience at Your Store
The Importance of Seasonal Sales
Merchant Method 101: What are seasonal sales?

When you think seasonal sales in retail, many instantly go to the November/December time frame. And while the holidays are certainly a busy season that retailers should prioritize, there are other factors that contribute to seasonal spikes in sales.

In this guide, seasonal sales refers to any period of the retail fiscal calendar year where a business predictably experiences a surge in customer traffic and conversions. This seasonality happens regularly, be it every year, every quarter, or with other predictably repeatable occasions.
Seasonal sales are SO important for retailers. It really boils down to four key areas:
​1.  More customers: As more consumers are visiting your store, you have more chances to build relationships, create customer loyalty, and encourage word-of-mouth marketing.
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​2.  More feedback: The more insights you have into your business, the more direction you have to make improvements. Remember that feedback comes from shoppers AND employees — and it’s up to you to capitalize on it.

​3.  More sales: The bottom line: Busy seasonal periods can increase your bottom line. More customers often leads to more sales.

​4.  More opportunity: With exposure to more customers and feedback, you also have more opportunity to improve your business. Use it to test new ideas and strategies, such as in-store events, social media marketing, or a customer rewards program. If a new seasonal idea resonates with your seasonal shoppers, you can roll it out as a year-round feature.
NEXT CHAPTER   9 MIN
2.  Your 12-Month Retail Fiscal Calendar by Season: Winter Holidays​