How to Utilize Seasonal Marketing for Your Business

‘Tis the season to be digital marketing savvy! With each change of the seasons comes new opportunities for your company to partake in seasonal marketing. Believe it or not, this type of marketing comes with an ample amount of flexibility. It isn’t just limited to widely recognized holidays.

In our previous seasonal marketing blog, Basic Seasonal Marketing Strategies To Consider For Your Small Business, we discussed its importance and the criteria required to run a successful seasonal campaign. 

This time, we’d like to breakdown the steps your business needs to take in order to create a successful seasonal marketing strategy.  

Plan Ahead Of Time

One of the best ways to take on almost any new endeavor is to create an outline. Most people are familiar with national holidays, but giving the National Day Calendar a glance might uncover a few fun, hidden holidays that you otherwise wouldn’t have discovered. 

From national donut day to national trivia day, there is no shortage of unique ways your business can develop a seasonal strategy. Since some of these holidays aren’t well-known, it’s best to sit down with your team and research which holidays you’d like to create campaigns for. 

We suggest doing this at the beginning or end of the year to ensure that you don’t miss out on any holidays you’d like to develop laborious content for.  

Tip: When making your selection, remember to take the thoughts and opinions of your team into consideration. It’s important that everyone feels comfortable with the holiday you will be marketing.

If you would like to take a broader approach to seasonal marketing, you could tailor your campaigns to incorporate elements that are traditionally associated with certain seasons, rather than a specified holiday. For example, snowflakes are found in imagery denoting the arrival of winter, whereas pumpkin sightings are often harbingers of the harvest season. 

Create a Seasonal Message/Offer

Want to broadcast your holiday cheer or give the gift of a limited time offer to your customers? With the right campaign, you can do both! 

Seasonal Offer

Who doesn’t love to save money? One of the great things about seasonal promotions is that they aren’t limited to certain holidays. Plus, they can be done multiple times throughout the year. 

According to Big Commerce, seasonal promotions are typically deployed during one of these three events: 

  • Recognized holidays – Widely celebrated events like Christmas, Thanksgiving, or New Years Day. 
  • Annual events – A cultural event that occurs during a specific season. For example, the back-to-school season, which occurs from August to September each year. 
  • Nontraditional holidays– Events that aren’t widely celebrated, like National Donut Day.   

One of the most important things to remember when creating any promotion is your customer’s need, as different seasons can beget different needs. Does your company make the best ice cream in town? Then creating a promotion that highlights how your product can help your customers cool down during the summer months might be most effective for your business. 

Utilizing gamification, the application of game elements can also help your seasonal promotions. Hosting holiday-themed sweepstakes or polls can increase engagement and reduce the chances of viewers scrolling past your content. During a study conducted in 2019,  75% of customers stated that they favored companies that offer rewards. Aim to boost your brand’s awareness with engaging content during your next seasonal promotion!

Seasonal Message

Rather opt for a celebratory greeting? With so many holidays to choose from, there is no shortage of ways to share your zeal for the season. Don’t be afraid to let your creativity guide you. This type of content is the perfect opportunity to let your brand’s voice and personality shine through. 

Here at Birch River Design Group, we have a diverse team of highly skilled marketers, most of which happen to be gamers. This year, we decided to celebrate National Videogame Day. We did so by showcasing a graphic with a few titles that are frequently played by members of our team. For our caption, we encouraged our audience to share which games they were currently playing. 

Your message is not only an opportunity to solidify your brand’s identity, but it can also be a moment to present your team’s specialized skill set to your audience in a digestible manner without seeming boastful.  

Design Accordingly

Did you know that 90% of the information your brain processes is visual? The success of most digital marketing campaigns depends greatly on the creation of an effective design. There are many ways one could go about creating designs for seasonal marketing. However, it all comes down to selecting a method that resonates best with the identity you’ve already established with your brand. Here are a few elements to consider when designing your seasonal marketing compositions: 



  • Colors: yellows, greens, and pastels
  • Imagery: rain 🌧️, trees 🌳, flowers 🌼


  • Colors: Oranges, reds, and yellows 
  • Imagery: beaming sun☀️ , waves🌊 , beaches 🏖️


  • Colors: Oranges, golden yellows, and deep reds.
  • Imagery: Leaves 🍂, crops 🌾, turkey 🦃 


  • Colors: White, grey, and blues 
  • Imagery: Snowflakes ❄️, snowman ☃️, wrapped gifts 🎁 

If you’d like to tailor your campaigns to reflect a specific holiday, you can include elements that are traditionally used to identify the occasion. For example, if your business is developing a campaign that is centered around Halloween inserting a jack-o-lantern into your design can take it from “okay” to “spooktacular”! 

Do you have a diverse team or audience? Creating campaigns that celebrate international holidays is a great way to show your appreciation.

Whether you choose to publish a seasonal greeting or host a full-fledged promotion, there is no limit to the many ways you can convey your message to your audience. With preparation and boundless creativity, you can make each season a memorable one for both your audience and for the growth of your business!


Written by Bryanna Norris
Published on August 26, 2020
Filed Under: Marketing Strategy