As the year progresses, businesses experience both booming and declining profits. Depending on the type of company, some of these shifts are a direct cause of the seasons. Dips in sales hurt small store owners, as they have less of a foundation to support themselves and a minimal consumer base built up. It’s important to be aware of this because it directly affects a community and its residents.
Many businesses see a rise in sales during the holidays. Typically, in December, stores offer holiday-exclusive products and deals, which increases their revenue. Additionally, consumers are willing to spend more money as the year gets closer to Christmas and Hanukkah. A perfect example is the Marion Chocolate Shop, which Ben Davis and his wife, Katy Davis, own. “We do about 80% of our business from October to May, and we are successful because of big gifting holidays. June and August are much slower,” he said. The shop earns significantly more during the winter because the chocolate is less likely to melt, and people are more likely to buy gift items. This surge doesn’t occur for every type of store, though.
A large number of shops tend to attract fewer customers during January and February. This is due to various reasons, including winter storms, high energy costs, and inventory delays. Similarly, employees and customers are less interested in leaving their warm homes during extreme cold, so shops lose both workers and shoppers. Terri LeBlanc is a co-owner of the Swamp Fox Bookstore in Marion, Iowa. She said, “January and February are usually the hardest, especially when it is stormy and cold for multiple days in a row. People are reluctant to go out when the weather is bad or there is the threat of severe weather.” This reduces revenue, so LeBlanc has to minimize the number of books she orders.
No matter the time of year, it’s inevitable that owners will experience fewer sales at some point in their careers. Despite this, there are ways for them to stay afloat and attract more customers. For instance, LeBlanc hosts events all over town to promote her bookshop but occasionally has to take an extra step. She said, “We do tend to cut back a bit on ordering new releases during our slower months. As a result, we do more special orders, so readers may need to wait seven to ten days for us to receive a book that isn’t currently in stock.” Other businesses may offer coupons, lower their prices, change advertising strategies, or use a mix of a multitude of approaches.
Ultimately, business ebbs and flows depending on the season. Store owners need to be constantly mindful of their profits and have tactics for when things go downhill. Decreased commerce affects not only the company’s managers but also the consumers. To combat this, anyone can support small businesses by shopping locally or even by interacting with their social media. Local purchasing is a perfect way to strengthen one’s community, especially during gloomy weather.
