9 marketing tips to combat the summer slump: How to make targeted use of the quieter months

The summer slump in online marketing is a challenge for many companies: sales decline, interactions decrease and the target group's attention is divided between vacation, leisure and sun. Onlinemarktplatz.de reported in 2024 with reference to Uptain that the average traffic per store fell by 11.52% during this time. However, this quieter phase also offers opportunities - especially if you adapt your marketing strategy accordingly.

In this article, we show you how you can stay visible and reach your target group during the summer months with the right marketing tips for the summer slump.

Is online marketing worthwhile in summer?

The summer months are often considered the low season in many sectors. But this is precisely where the potential lies. Advertising costs are often lower during this time, competition is reduced - this creates space for creative and cost-efficient campaigns.

In addition, many people are also active online while on vacation. Whether in a beach hotel, at the lake or on the terrace: people continue to shop and scroll - just with a different focus. If your approach matches the summer mood, you will remain relevant and in the conversation.

For which industries is online marketing also worthwhile in summer?

Some sectors benefit particularly strongly from seasonal interest and consumer behavior in the summer months:

• Fashion & clothing: Summer clothing, accessories or sandals - demand and sales increase especially in the warm season.

• Food & drink: Seasonal recipes, barbecue ideas and refreshing drinks are particularly popular now.

• Travel & Leisure: Vacation planning, excursion destinations and leisure products are booming in summer.

• Health & fitness: Outdoor fitness, sportswear or healthy eating - ideal for topic-specific marketing.

• Beauty & care: Sun protection, light cosmetics or after-sun products can be targeted during this time.

If your industry has a summer connection, summer marketing ideas will increase your reach in a targeted way.

Nine concrete tips for your summer marketing

1. Integrate seasonal topics into content marketing

Whether it's travel checklists, summer recipes or tips on skin care in the heat: seasonal content generates attention and creates relevance. Use your website, blog or social media to pick up on topics that match the season's lifestyle. Also pay attention to regional differences - for example, vacation periods or local events.

2. Evaluate bestseller potential

Use bestseller lists from platforms such as Amazon to identify trends - especially in the “summer products” category. Sections such as “Customers also bought” or competitor stores also provide information about popular items.

Please note: These products are usually highly competitive and sometimes offer low margins. You should therefore also analyze your own sales data, customer feedback and industry reports to identify profitable bestsellers with real potential.

3. Liven up social media marketing

Summery images, short tips or reels with a slight reference to heat, vacation or leisure are particularly well received at this time of year. Take the opportunity to present your brand in a personal and approachable way - in line with the mood of your target group.

4. Use influencer marketing in a targeted manner

Authentic summer moments have a particularly strong impact when they are shared via the right channels. Influencers that match your brand can establish a direct connection with potential customers via vacation experiences, outdoor products or summer dishes.

5. Plan discount campaigns and summer sales

A targeted summer sale with limited-time offers attracts attention - especially for seasonal products. Whether “end-of-summer spurt” or “mid-summer sale” - clear promotions create incentives to buy. You can also use exclusive offers for newsletter subscribers or social media followers to strengthen customer loyalty.

6. Appear directly on your customers' smartphones

To be ideally prepared for the summer slump, you can think about channels such as WhatsApp for your business in advance. Your customers tend to be online less during the summer months. However, if they receive a push notification from you via WhatsApp with the hottest offers, you can meet your target group exactly where they spend their free time anyway - in chats with friends and family.

7. Email marketing with a seasonal focus

A thematically appropriate email campaign can encourage existing customers to repurchase. Focus on short texts, appealing images and offers that fit in with the summer, e.g. limited sets or exclusive discount codes. An A/B test of different subject lines can also increase open rates.

8. Interactive campaigns for more engagement

Surveys, small competitions or interactive formats with a summer connection increase interaction, even in quieter times. Use these tools to actively involve your community and increase your reach.

9. Prepare your strategy now for the fall

Those who plan strategically in the summer get off to a stronger start in the fall. Use the quieter phase to prepare campaigns, plan content or analyze existing data. Summer is the best time to think about Black Friday and the associated promotions. This way, you can go into the next season with a clear focus.

Conclusion

Even if the summer months are a quieter phase for many companies, the summer slump in online marketing can be successfully bridged with the right measures. Focus on seasonal content, interactive formats and targeted discount campaigns. This will keep you visible, strengthen customer loyalty and create a good starting position for the fall.

If you tailor your online marketing tips specifically to the summer, the supposed lull will turn into a phase with valuable potential.