Sun’s Out Sales Down: How to Capture Attention During the Summer Slump
The Heat Is On (Your Marketing Strategy)
It’s summer. Your audience is OOO, scrolling by the pool, or sipping something frozen under a cabana. And while your dream customers are unplugging, your engagement rates are dropping. Welcome to the summer marketing slump. I don’t know about you, but beach days, garden hangs, and squeezing every drop out of these long summer nights definitely outrank reading marketing emails on my summer mood board.
But here’s the good news: this dip doesn’t have to be a dead end. With the right summer marketing strategies, you can keep your business top of mind, even while your customers are living their best vacation lives.
Why the Summer Slump Is Real (and Measurable)
If your email open rates are lower or your site feels quieter than usual, it’s not just your imagination. Here’s what the data says:
““People are still watching and liking, but they’re not doing anything after that … usually the first sign something’s shifted.””
Why Does This Happen?
Users prioritize leisure, not logistics.
More mobile usage means shorter attention spans.
Inboxes fill with ‘out of office’ replies, delaying decisions.
What Not to Do During Summer Marketing
Don’t:
Recycle the same generic newsletter you always send.
Launch major campaigns in late July without timing considerations.
Ignore the fact that audience behavior is seasonal.
If your audience is changing, your marketing should too.
What to Do Instead: Summer-Proof Marketing Tips
Here are actionable ways to keep your brand in the game during the hot months:
1. Lighten Your Messaging
Use playful copy, bright visuals, and summer-themed language. Think "Chill with 20% Off" or "Beat the Heat With These Picks."
2. Optimize for Mobile
People are browsing from beaches, airports, and hammocks. Make sure your emails, ads, and site are built and optimized for small screens.
3. Use Limited-Time Summer Offers
Create urgency with promotions tied to dates ("before school starts") or weather ("sunset sale when temps hit 90°").
4. Tap Into Seasonal Content Marketing
Plan blogs, social posts, and newsletters around summer topics your audience cares about. Examples:
Best [Product] for Your Next Road Trip
Summer Survival Guide for [Your Industry]
5. Automate Where You Can
Schedule your content in advance. Set up drip campaigns. Let your marketing work even while your team takes time off. This is also a great time to reevaluate tired, broken systems. Use the slow season to fix recurring issues in your business so you are ready to take full advantage of Q4.
6. Experiment With Formats
Try video, memes, or lightweight polls. Engagement dips, but fun content still breaks through.
Don't Snooze on Summer
While many brands go quiet in the summer, your business doesn’t have to. Use this seasonal lull to refresh your strategy, experiment with formats, and create content that meets your audience where they are (on their phones, somewhere sunny).
Want help crafting a summer content calendar or automating your seasonal email campaigns? Shelby’s Copy Studio is here to help your brand stay cool and convert.
Ask me about my summer specials!
