What is seasonal advertising, 4 types and how can you benefit from it?

by | Mar 20, 2023

What is seasonal advertising and how can you benefit from it?

Seasonal advertising refers to the type of marketing and promotion that focuses on a particular season, holiday or event throughout the year. Businesses often use seasonal advertising to capitalise on the increased consumer spending and heightened emotions associated with certain holidays, events, or seasons. This blog will look in more detail at the types of seasonal advertising and how your business can benefit from it.

What is seasonal advertising?

Each season in the year has its own themes and emotions associated with it, if it’s positive feelings then consumers want to purchase products that feed off these particular emotions and if the feelings are negative, then consumers will want to purchase a product to eradicate the negative emotion. If your business can find the perfect solution to these consumer emotions, then you may find a rise in revenue.

There are certain events that happen on a yearly basis, for example Halloween, Valentine’s Day, Christmas and Easter and businesses always look to make the most of these events by centring advertising and promotion around them. For example, a retailer may run an advertising campaign for Valentine’s Day, featuring products such as chocolates, flowers, and greeting cards.

Seasonal advertising can help businesses create a sense of urgency and excitement among customers, as well as increase their own brand awareness and generate more sales. Not only this, but, it can also be a great opportunity for businesses to connect with their customers on a personal level, by tapping into their emotions and experiences associated with the particular season, holiday or event.

The most common types of seasonal advertising

Seasonal advertising – This type of advertising focuses on a particular season such as summer, autumn, winter, or spring. The benefit of this type of advertising is that it can help businesses promote products and services that are specific to that season, for example, outdoor activities in the summer and advertising focus on summer emotions such as: de-stress, relief, excitement and eagerness to do as much as possible with time off work. Then in the winter there’s the obvious build-up to Christmas which can be a focal point of winter advertising and the focus on emotions such as: need for warmth, time for family and the need for an energy boost.

Holiday-themed advertising – This type of advertising focuses on major annual holidays such as the previously mentioned Christmas, Valentine’s Day, Halloween, and Easter. The benefit of this type of advertising is that it applies to the majority of a nation, so there will be huge trends in buying activity related to the particular annual holiday/event. This provides your business with a focus for advertising and a very large pool of consumers to direct the advertisement at. Another benefit of this type of advertising is that it taps into the emotions and traditions associated with these holidays, which can help to create a sense of excitement and urgency amongst customers.

Event-specific advertising – This type of advertising focuses on specific events such as sporting events, music festivals, other popular events (e.g. flower shows, Eurovision and Crufts), or cultural celebrations. The benefit of this type of advertising is that, again, there will be a large group of consumers all focused on the same event, who will be enthralled by the same type of product related to their event of interest and this can help a business to reach a targeted audience, by having an understanding of their shared emotions and how to tap into them through advertising.

Limited-time offers and promotions – This type of advertising promotes time-limited sales, discounts, or promotions that are available only during a specific season, holiday, or event. For example, if there’s a product or service you offer that you would like to receive increased sales for, then you can advertise it in a way that’s relevant to the season you’re in or an event and place an offer on this particular product or service to create that sense of urgency amongst consumers and encourage them to make a purchase.

What marketing themes are there in spring?

As we now find ourselves in the season of spring, we have some suggestions of what you can centre your spring advertising around to help you and your business out during this season. Spring is a time of renewal, growth, and freshness. These are wonderful emotions to tap into via your advertising.

As the weather begins to warm up and the flowers start to bloom, there are several marketing themes that businesses can use to promote their products and services, here are some of the common themes for spring:
1. Spring cleaning – many people use the spring season as an opportunity to clean and declutter their homes, or even a new-look in particular rooms of a house
2. Outdoor activities – the start of increasing temperatures often encourages people to get outside and enjoy the fresh air
3. Easter – as always, this is a major holiday in the spring season, where people are likely to have time off work, as kids are off school too, this is usually a period where families have more time together and can be a popular time for holidays abroad or within the UK
4. Weddings – spring is usually a popular season for weddings, there are a number of themes linked to weddings, again fitting with the new beginnings/fresh starts in spring theme
5. Spring fashion – as the weather warms up, people often start to update their wardrobes or go for a new look e.g. a new hairstyle, there’s also a rise in accessories use such as sunglasses

By making use of these themes in relation to your business and the products and services you offer, through clever advertising, you can unlock many opportunities for increased revenues and profits. It could be a great idea to have a yearly plan in place for each of the seasons, events and holidays and how to maximise your business performance during these times by feeding off the relevant consumer emotions and activities.

If you would like advice and help with your personal businesses advertising, then please do get in touch with me here at The Link Directories as I have great expertise in advertising, no matter what your business might be.

Sarah Gerken
Author: Sarah Gerken