Tis Not Just the Season — It’s the Strategy

As marketers, we all know consistency matters, but so does timing. One of the biggest mistakes brands make is keeping their messaging the same year-round. The reality is, your customers’ needs shift with the seasons & if your campaigns don’t reflect that, you’re leaving serious revenue on the table.

Think about it: Q4 isn’t just another quarter. It’s the season of holidays, gifting, decorating, & gathering. If you’re a supplier or client selling something like extension cords, your first thought might be, “that’s not seasonal.” But take a step back. Extension cords might not scream holiday on their own, but they become essential when people start decorating the outside of their homes with Christmas lights, inflatables, & holiday displays. Suddenly, a product that feels basic most of the year is in high demand — if you’ve messaged it that way.

That’s the key: products don’t always change, but the context around them does. By adjusting your campaigns to highlight how your product solves seasonal problems or enhances holiday experiences, you create a new sense of urgency. Customers don’t just see “an extension cord,” they see the tool that makes their winter wonderland possible.

Here’s the bigger picture:

• Seasons shift behavior. People shop differently in September than they do in December, & your messaging should mirror that.

• Context creates relevance. The same product can meet a dozen different needs throughout the year — your job is to highlight the right one at the right time.

• Seasonal tie-ins boost engagement. Campaigns that tap into holidays & seasonal trends naturally capture more attention than static, generic messaging.

So as we head into fall & the holiday season, ask yourself: how can you reframe your product to align with what your customers are actually thinking about right now? The small shifts in messaging, like moving from “heavy-duty extension cord” to “power your holiday lights safely & easily,” can be the difference between a campaign that blends in & one that drives meaningful results.

Seasonal campaigns aren’t just for brands in fashion or food; they’re for anyone who wants to stay top of mind when customers are already in a buying mindset. Don’t miss the chance to connect your product to the moment.

-Malorie Ragsdale, MBA.

Disclaimer: The views and opinions expressed on this website are solely my own and do not reflect the views or opinions of any affiliated organizations, employers, or other entities.