Best Practice

How Seasonality Impacts Your Business

Why Year-Over-Year Web Traffic Is the Gold Standard SEO Metric and a Vital Marketing Gauge

All Businesses Have Seasonality 

Here is a sample list of 15 business segments that often experience seasonality:

  • Software Sales: Many companies finalize their budgets at the end of the year, leading to increased software sales and renewals in Q4.

  • Corporate Training Providers: Often, companies seek training at the beginning of their fiscal year or quarter to enhance employee skills.

  • Retail: Major shopping events like Black Friday and Christmas typically guide sales trends.

  • Office Supplies and Furniture: The back-to-school period and fiscal year starts lead to heightened demand.

  • Manufacturing Equipment: Some manufacturers update or expand their equipment during off-peak seasons to minimize production disruption.

  • Health and Fitness: Gym memberships and fitness equipment often surge around New Year resolutions and pre-summer.

  • Conference and Trade Show Organizers: These events tend to have specific seasons, often dictated by industry cycles.

  • Advertising and Media Buying Agencies: Peaks often occur ahead of major events or holidays when clients ramp up marketing efforts.

  • Home Improvement: Spring and summer typically see an uptick as homeowners embark on renovation projects.

  • Legal Services for Business: Many companies seek legal counsel at the end of the fiscal year for compliance and audit purposes.

  • Ice Cream and Cold Treats: Demand generally skyrockets during hot summer months.

  • Consulting Firms: These often see heightened activity at the beginning of fiscal quarters or years when businesses seek strategic insights.

  • Event Planning: Demand might surge with popular times for weddings or cultural events.
  • Heating and Cooling Services: HVAC services peak during summer for cooling and winter for heating needs.

  • Fashion and Apparel: Seasonal transitions often bring about new trends, driving sales in spring, summer, fall, and winter collections.

Whether Business to Business or Business to Consumer, seasonality is highly interrelated across business segments and affects everyone to some degree.

Yearly Trends Driven By Many Factors 

Within the vast tapestry of factors shaping business seasonality, weather stands out as a predominant influence. However, it's more intricate than just climatic patterns. Consider how the yearly budgetary preparations of one sector can catalyze activity spikes in another. For instance, as many businesses align their fiscal calendars, service providers like marketing agencies or consultancy firms may witness an uptick in projects. Conversely, summer often ushers in a lull for industries like financial planning, with consumers pivoting their attention to family and vacations. This contrasts sharply with the travel and leisure sectors, which bask in a summertime boom. The festive ebb and flow during holidays exemplify this dichotomy further: while retail businesses might revel in heightened sales, B2B sectors, such as manufacturing or corporate training providers, might encounter a slowdown. This dance of highs and lows, driven by seasonality, underscores the importance of astute planning and adaptability in the business world.

Demand Year Over Year Metrics 

In light of these insights, it's imperative to ensure that your marketing agency, in-house marketing team, or data analyst consistently delivers year-over-year reporting. A hurdle they might encounter is the recent shift in Google's analytics tools. Specifically, Google sunsetted its Universal Analytics in the first week of July, transitioning users to its revamped Google Analytics GA4 platform. Navigating this change can be tricky, especially when seeking year-over-year comparative data, as it necessitates juggling between both tools.

However, there's a seamless solution at hand. By setting up an account with and linking both your Universal Analytics and GA4, the platform automatically generates the year-over-year comparative reports for you. It's a streamlined approach that eliminates the hassle and ensures you remain well-informed about your business's performance trends.

In Summary

At, we firmly believe that every business owner should be equipped with their own personalized dashboards. Such tools are indispensable when determining marketing investments, overseeing agencies or freelancers, and guiding in-house marketing teams. A clear comprehension of when and where to ramp up demand lays the groundwork for an effective strategy. Once you understand the repeatable trends, you can readily implement targeted programs and continuously refine them for optimized demand marketing. By adopting a data-driven approach, you position yourself ideally to seize opportunities and ensure consistent demand throughout the year.

Preston Derrick