Every summer, many small business owners (or at least, the ones who aren’t specifically running summer-based operations) check the calendar, see July and August coming, and think, “Everyone’s at the beach. We’ll just pick things up again in the fall.”
Big mistake. Summer isn’t a slowdown—it’s a shift. And the businesses that recognize this shift are the ones who win. We’ve worked with small businesses across nearly every industry, helping them uncover some of their biggest opportunities and revenue moments during these months.
Your customers haven’t disappeared. They’re just showing up differently—scrolling by the pool, browsing while the kids nap, and making spontaneous purchases with a more relaxed mindset. Meanwhile, your competitors are quiet, convinced no one’s paying attention. As they pull back, they leave money—and attention—on the table.
That’s exactly when you lean in. With fewer messages in the mix, your marketing travels farther, hits harder, and drives real results.
1. Embrace Email’s Summer Advantage
It might surprise you, but summer email campaigns often outperform those in spring or fall—by paying attention to seasonal shifts and aligning your messages to the opportunities the summer season has to offer, your messages will resonate better with your community. But to truly stand out, those emails still need to be worth opening.
Skip the hard sell this summer and instead focus on building genuine relationships. Share stories that spotlight what makes your brand unique, offer behind-the-scenes glimpses, and give your audience a reason to root for you. Without the usual chaos of holiday stress or school schedules, people have more mental space to connect more meaningfully with brands they care about.
Consider this: a local bakery owner might shift from daily promotions to weekly emails featuring summer recipes, local ingredients, and seasonal baking stories. By taking a more tailored approach, her open rates are likely to soar, and it may even lead customers in the door to create their own summer stories with ingredients from the shop.
This kind of human connection pays off—and translates into loyalty that extends far beyond summer.
2. Leverage Social Media’s Summer Momentum
The summer is social media’s time to shine. The slower pace means more downtime—and often more screen time—making social platforms an ideal place to connect with your audience. People are more relaxed, more receptive, and more likely to engage. That’s your chance to build genuine relationships in real time.
Tap into that ‘act now’ mentality with countdown timers on Stories. They create a natural sense of urgency without feeling pushy, whereas a short Instagram Story series or a 10-minute live session can build trust and boost sales. Showcase new products, take followers behind the scenes, or chat casually about what you’re working on. These unscripted moments give you the chance to highlight the quality, character, and community that make shopping small feel personal—in a way polished posts never could.
Even simple polls go a long way, so invite your followers to share feedback on products, colors, or styles. When people feel heard and valued, they’re more invested. And when they’re invested, they’re more likely to buy, share, and come back next time they’re ready to make a purchase.
3. Ditch the Discount Race—Add Real Value Instead
Many small businesses feel pressure to slash prices to compete with major retailers. We see this every year around summer sales—but chasing discounts leads to thinner margins. Instead of racing to the bottom, smart businesses focus on adding value in ways that feel personal, relevant, and easy to say yes to.
That might look like a well-paired gift-with-purchase, product bundles tailored for summer moments, early access for loyal customers, or handwritten notes and free local delivery—small, thoughtful touches that stand out in a season where convenience is everything. Bigger retailers can’t offer that kind of personal, local experience—and your customers will notice.
For example, a jewelry brand notices summer sales slowing down. Instead of discounting, they tap into the “stacking jewelry” trend that’s popular on TikTok and launch curated “Summer Starter Packs” for beach days and vacations. They’re left with the same margins, but now customers see more value—on-trend, ready-to-wear sets that feel special and convenient.
That’s the power of value over volume.
4. Put Your Data to Work This Season
Summer is the perfect time to leverage what you already know about your customers. Put your data to work, and ask yourself questions like:
- Who bought from you last summer? Use summer to reconnect with past buyers in a way that feels timely, not transactional—and remind them why they loved shopping with you in the first place.
- Who are your most loyal customers? Reward those loyal customers who keep coming back for more by giving them early access or offering a first look at a new product or service—to thank them for their support and remind them why they love being part of your community.
- Who has been engaging with you lately? Look beyond purchases—think email opens, link clicks, social likes, or site visits. This interest opens the door to re-engage curious customers with a timely nudge, a personal note, or content that speaks directly to what caught their eye.
Think of a garden center using last year’s purchase data to send targeted emails—like “Ready to refresh your container garden?” to planter buyers or “Time for new outdoor cushions?” to patio furniture customers. Seasonal personalization like this works because it’s rooted in real behavior. Even with simple segmentation, you can create campaigns that feel helpful and relevant—not random or pushy—and keep customers coming back all summer.
5. Think Bigger Picture —And Keep Showing Up
Summer might feel slow, but it’s actually the perfect time to think long-term and build momentum. Businesses that go quiet risk spending September in a scramble to catch up. They have to work twice as hard to reactivate email lists, reengage social media followers, and reconnect with an audience that’s already moved on.
But the ones who stay active and use the quieter months to test new ideas, refine messaging, grow their marketing lists, and experiment with content formats have a clear advantage because they keep showing up consistently and intentionally.
When fall arrives, they don’t have to start from scratch. Instead, they’re launching campaigns to an already engaged audience, with strategies that’re already dialed in and working. We’ve seen it time and again—the businesses that invest during the summer glide into the latter half of the year with more traction, stronger customer relationships, and better results.
The Line in the Sand: Summer Marketing Doesn’t Take a Vacation
Your marketing shouldn’t take a vacation just because your customers are. Consistency matters — especially now. They haven’t checked out. They’re still scrolling, shopping, and deciding which businesses deserve their attention. This is your moment to stay visible, stay valuable, and stay top of mind. Stand out and show up this summer—or risk letting someone else take your place.
Dave Charest is the Director of Small Business Success at Constant Contact.
Photo courtesy Getty Images for Unsplash+
