About goods categorized as seasonal and warranty periods for these goods

As such, there is no list of seasonal goods. According to the rules of sale certain types seasonal goods include clothes, furs, shoes and other goods used in certain climatic conditions.

For these goods, the warranty periods are calculated from the date of the corresponding season, determined by the subjects Russian Federation based on the climatic conditions of the location of consumers. So in our region, by the Decree of the Governor of the Kostroma region of 07.04.2003. No. 160 introduced the following periods of the duration of the season: winter from November 15 to March 1; spring from March 1 to June 1; summer from June 1 to September 1; autumn from September 1 to November 15.

Therefore, if the sandals were bought at the autumn sale, the warranty period will begin to run not from the date of purchase, but from June 1.

Fresh example. In October, a resident of the city of Volgorechensk bought winter boots at a clothing market in Kostroma. At home, I saw that the sole of the boots was peeling off, but I could not immediately return. And when I arrived at the market at the end of October, the seller refused to return the money for the boots on the grounds that the 14-day warranty period had already expired.

The seller's refusal is not legitimate, since the season for wearing winter goods and, therefore, the start of the guarantee will only begin on November 15th.

The warranty period is set by the manufacturer of the goods, and if not set, the guarantee can be given by the seller (trading organization or individual entrepreneur). Also, the seller can give an additional guarantee for the goods, but in no case reduce the warranty period given by the manufacturer.

During the warranty period, the buyer, in the event that a defect is found in the goods that was not specified during the sale, has the right, at his choice, to demand either a refund for defective goods, or a commensurate reduction in its value, or its replacement with a similar product or a product of a different brand, model with an appropriate recalculation of the price, or the consumer may agree to the free elimination of the identified defect (repair).

Please note: the right to choose a claim is granted to the buyer, not the seller.

The claim is drawn up in two copies, one of which is handed over to the seller, the second, with the date of receipt and the signature of the seller, remains with the buyer. The application must indicate when, what, from whom and under what conditions it was acquired, what deficiencies were identified and present a corresponding claim. Money for low-quality goods must be returned by the seller within 10 days. The request for an exchange must be fulfilled within 7 days, and if additional quality control or examination is necessary, within 20 days. The term for the repair of goods is established by the contract, but cannot exceed 45 days.

The consumer has the right to contact the seller (manufacturer) about the quality of the goods even after the expiration of the warranty period, if it is less than two years and the defects of the goods are found after its expiration, but within two years. In this case, the consumer has the same scope of rights. The only condition stipulated by law: the consumer must provide evidence that the defects of the goods arose before the purchase or for reasons that arose before that moment.

That is, if a defect is discovered after the expiration of the warranty period, a citizen has the right, within two years from the date of conclusion of the contract, to contact the seller, for example, for an exchange of goods, providing him with evidence that the causes of the defect arose before the purchase (manufacturing defect).

It happens that the seller gives the buyer false information about the consumer properties of the product, which does not allow making the right choice.

In this case, the buyer has the right to terminate the sales contract within a reasonable time and return the goods to the seller. However, it is necessary to have evidence of the provision of false information.

For example, a consumer chooses a winter jacket. The price tag indicates that it is made of natural leather and fur, and the corresponding price is set. The seller assures that winter in such a thing is not terrible. However, on the very first frosty day, the new thing, together with the buyer, “froze”. Upon careful reading of the information on the product itself or after a visit to an expert, the buyer finds out that he has purchased leatherette. If there is documentary evidence that the seller provided false information, it is not difficult to return the money paid. If there are none, witnesses can be involved in resolving the dispute.

But what if the seasonal product simply did not fit in shape, color, size, style, color?

If an item (clothes, furs, shoes, etc.) has not been used, its presentation, consumer properties, labels, etc., have been preserved, it can be exchanged for another within 14 days, but from the date of purchase, and not the onset of the corresponding season. If there is nothing to exchange the item for on the day of the appeal, the seller must return the money within three days. However, it should be taken into account that the Government of the Russian Federation has approved the List of goods that cannot be exchanged or returned due to the above circumstances.

Get your sleigh ready for the summer. This folk wisdom, well known to everyone since childhood, acquires special connotation for business owners. It is believed that the seasonal lull is natural and inevitable.

Each product has its own season

It is difficult to name a business that would not be influenced by the time of year on production and sales. The factors that shape this kind of market trends are numerous: ranging from trivial weather conditions to religious fasts.

Sales of goods daily demand in summer he is less active due to vacations and trips to the country.

Entrepreneurs planning their business in seasonal conditions, are obliged to pay attention to trifles, and even for obvious trends, accuracy in calculations sometimes plays a key role.

Let's start with the "pleasant" products that are gaining special popularity in the summer:

• Ice cream- the undisputed favorite among delicacies in the summer, as well as a textbook example of seasonality. According to Romir, 77% of Russians admit that they like to eat ice cream in the heat.
• Russian kvass It is also extremely seasonal. In January, less than 4% of households bought this drink at least once. However, already in May the share of such families increased to 22%, and in June it was already 28%. It is noteworthy that Muscovites consume kvass more often than residents of other large cities: 42 and 7.36%, respectively. In general, the trend is that the larger the city, the more popular this soft drink is in it. Most of all, during picnics, people aged 35-44 drink kvass.
• Along with kvass, the demand for bottled water- 47% of households bought it in June against 32% in January.
• Summer sales skyrocket beer. In June - July they increase by 15%. At the same time, people are beginning to give preference to drinking beer outdoors, while in winter they consume it mainly indoors.
• At the same time, the summer season is traditionally characterized by a decline in sales. chocolate products. So, with the onset of warm weather, the volume of consumption of bars decreases - in June, the share of buyers of this product amounted to 22.5% against 25% in May.
• And the ranks of lovers chocolates in boxes thinned from 10% in May to 8% in June.
• In the heat, there is a decrease in consumption coffee. For example, in Moscow in July-August, the volume of home consumption of this drink decreased by 31% compared with May-June. The same figure for last year amounted to 11%. A similar situation was observed in St. Petersburg, where coffee sales fell by 39% and 21%.
• Sales decline in summer dairy products(although sales of milk-based refreshments with added juice are on the rise).
• At the same time, prices are falling eggs.
• Many of us use hygienic lipstick, sales volumes of which are also subject to seasonality. In January, in large Russian cities, 3% of households buy this lip product, in May - about 2%, and in December - almost 5%.
• Igor Berezin, member of the board of directors of the Romir holding and president of the Marketers Guild, added to this list tires, which are sold exclusively in April - May and October - November, and it is almost impossible to force anyone to buy them in August.
• He also points out that sales meat population during Lent fall by 10-12%.
• Guild President bakers and confectioners Marina Lyutikova said that January and February are the off season for her market segment. Revival comes only in March. The peak of sales of bakery products falls on May, when people leave to live in the country.

Summer recession for business

Although seasonality for each of the markets its own, general trends can be identified. The sale of consumer goods in the summer is less active, including due to vacations and trips to the country, warns Igor Berezin.

Indeed, if we look at the statistics of the Romir holding, we will see that the expenses of Russians in June-July decreased both in absolute and relative terms. In June, the cost of purchasing food and consumer goods decreased by 9.5% compared to May, and in July - by 7.5% compared to June.

It should be remembered that excessive heat in summer makes seasonal trends more pronounced. It allows you to trace the market trends and habits of buyers, which have become aggravated in extreme conditions. There is no consumer revolution to speak of, and the data is easy to use when planning sales adjusted for cooler weather.

A commodity for which there is a demand (or sale and purchase of which is possible) only at a certain time of the year ... Reference commercial dictionary

SEASONAL, seasonal, seasonal. 1. One whose activities are associated with a certain season. Seasonal work. Seasonal worker. Seasonal factors in production. seasonal industry. || Corresponding to a certain season. Seasonal product. ... ... Dictionary Ushakov

Goods that have undergone a markdown, a decrease in the original price; goods, as a rule, seasonal or slow-moving goods. Raizberg B.A., Lozovsky L.Sh., Starodubtseva E.B. Modern economic dictionary. 2nd ed., rev. M .: INFRA M. 479 s .. 1999 ... Economic dictionary

discounted goods- goods that have undergone a markdown, a decrease in the original price; product is usually a seasonal or slow-moving product… Dictionary of economic terms

SEASONAL, oh, oh; nah, nah. 1. see the season. 2. Carried out in a certain season, corresponding to a certain season. Seasonal work. C. goods. Seasonal shoes. C. travel ticket (valid for some season, for a certain period ... ... Explanatory dictionary of Ozhegov

Aya, oh. 1 season. Since the change of seasons. From th time (time of what year). 2. Carried out in a certain season, corresponding to it. With work. With th production. C. goods. With clothes, shoes. C. travel ticket (valid for ... ... encyclopedic Dictionary

seasonal- oh, oh. see also seasonally, seasonality 1) Seasonal / n. Since the change of seasons. Since then (time of what year) 2) Carried out in a certain season, corresponding to it. With th work… Dictionary of many expressions

Goods that have undergone a markdown, a decrease in the original price; usually a seasonal or slow-moving item… Encyclopedic Dictionary of Economics and Law

Useful information about consumer rights- 1. The consumer has the right to exchange non-food product of proper quality, if it did not fit in shape, dimensions, size, style, color, configuration. The exchange is made within 14 days, not counting the day of purchase, and only from the seller ... Encyclopedia of newsmakers

Aya, oh. adj. to the season; associated with a particular season. Seasonal work. □ At any hour, due to the whim or tyranny of an entrepreneur, he [a provincial actor] could be on the street in search of a seasonal engagement. Michurina Samoilova, Sixty years in ... Small Academic Dictionary

PRICE DISCOUNT- - a decrease in price as a result of a change in the market situation or the terms of a trade agreement, for example, a price discount for a seasonal product ... Concise Dictionary economist

Today, in a tough competition, everyone counts only on himself. Someone is betting on seasonal business to take advantage of short-term upswings in buying activity and maximize profits. And someone, on the contrary, due to the seasonality factor, has significant problems with a drop in sales and the consequences of these declines.

What's happening?

Let's first figure out whether these are really seasonal fluctuations, or whether the drop in sales is not related to seasonality and the business strategy itself needs to be adjusted. To do this, it is necessary to analyze the company's sales over the past few years (experts believe that at least three years). If during this time the figures at the end of each year increase by 20% or more, and fluctuations (downs and ups) are typical only for certain periods (which coincide annually), we can talk about seasonality in sales. Of course, the decline in purchasing activity in certain periods of the year is familiar to every company. Strange as it may seem, sales of even everyday goods are uneven in different months. So, in the summer, when big cities become empty, sales of those goods and services fall by 10-15%, the demand for which is high throughout the year (for example, bakery products, personal care products, hairdresser services, etc.).

However, fluctuations within 10-20% of the average monthly sales volume are sometimes imperceptible and do not cause significant harm to the business. Especially provided that the company successfully carries out its activities and sales volume at the end of the year is steadily increasing. Such fluctuations are considered moderately seasonal and do not require major intervention, although they should not be ignored when planning. But what about those companies whose sales volumes can fall by 30% or more in certain months? For example, the sales schedule for 2006-2008 for a company selling shoe cosmetics and accessories (creams, paints, impregnations, deodorants for shoes, brushes and sponges, insoles, laces, etc.) is as follows (Fig. 1).

As can be seen from the graph, the activity of this company has a pronounced seasonal nature: the peak of sales, which falls on October-December, and a sharp drop to almost zero (April-August), are clearly distinguishable. Such fluctuations are repeated for three years in approximately the same months, which is explained by the seasonal nature of the business. And this phenomenon is easily explained, since the so-called weather factors are important for the sales of shoe cosmetics. Shoes need to be cleaned year-round, but if you can forget about it in the summer, then with the onset of the rainy season, slush and dirt, the question of the need to care for shoes is no longer worth it. Of course, the company's product range also includes goods, the demand for which is stable throughout the year. For example, insoles, laces, shoehorns and sponges are in demand all year round. But their implementation is approximately 15% of the total volume in monetary terms, which does not bring sufficient profit during the period of a sharp drop in sales. In addition to weather factors, there are many other reasons that cause seasonal fluctuations in demand. Let's look into this problem.

Who is guilty?

Seasons of the year and weather phenomena

Fluctuations in demand depending on the time of year are primarily related to changes in weather and climatic conditions. In the example discussed above, a company offers a product (shoe cosmetics) on the market that is in demand mainly in the cold season. So, with the beginning of autumn, shoes and clothes of the autumn-winter assortment, leather goods, heaters, medicines for colds, etc. are actively sold out. etc.

Holidays (secular and religious) and other dates

Table 1 shows some examples of goods and services in demand on certain holidays and dates.

Habits, stereotypes

This group of factors includes such a phenomenon in the real estate market as an increase in demand for suburban real estate ( summer cottages) in spring-summer and, accordingly, fall - in autumn-winter. Similar trends are also seen in automotive market(especially in the used car market). This is due to the fact that motorists prefer to buy cars at the beginning of the summer season and before the holiday season. In the same time winter period It is considered unfavorable for the operation of the car, since there are many negative factors (dirt, snow, salt, ice, an increase in the number of accidents).

Business activity

There are several periods of decline throughout the year. business activity. For example, the second half of January, when such a decline is a consequence of the long New Year holidays. Many report a drop in sales certain groups goods during the May holidays, which is associated with an abundance of weekends, out-of-town holidays, and the beginning of the summer season. The reduction in sales volumes is also typical for the summer months, when the period of holidays and vacations begins. Seasonality in sales has been identified, the causes and factors influencing the growth and decline in sales volumes have been analyzed, it remains to make a decision on how to proceed.

Correct or use for your own purposes?

It is believed that seasonal fluctuations in sales almost always have a negative impact on the company's activities. Is it so? Let's look at all the pros and cons of such phenomena.

Risk of freezing working capital

With a significant dependence of annual sales on external factors(e.g. weather) can be problematic even when consumer demand is expected to peak. Thus, companies engaged in the production of insecticides (repellents and insecticides) produce products that are in demand unevenly throughout the year. Maximum demand for this product celebrated during the summer. In the previous two years, due to weather phenomena these companies faced certain problems. Due to the abnormally warm and humid winter of 2006-2007, a huge number of mosquitoes and all kinds of midges appeared in the summer, which had a positive effect on sales. The winter of 2007-2008 was also warm, and many companies included this factor in their production volumes when planning. But in February, for one week, frosts were kept down to -25 ° C with almost total absence snow, which led to the death of almost all mosquito and midge larvae. For this reason, in the summer of 2008 there were practically no mosquitoes, and a huge amount of unsold products remained in warehouses.

Increase in the cost of production due to the constant increase in costs

For example, due to uneven demand for goods throughout the year, especially when fluctuations reach 100%, many companies face the problem of lack of warehouse and office space during periods of increased demand. In such cases, it becomes necessary to search for additional square meters. It is not always possible to find free space in a convenient location, and this entails additional transportation costs and the cost of hiring additional employees. At the same time, if a company has enough warehouse and office space during the period of maximum consumer excitement, then during a drop in sales volumes, many of them may be idle, which also increases the company's costs. In addition, the cost of products that are in high demand only in certain months are superimposed on the cost of maintaining employees throughout the year!

Turnover and shortage of qualified employees

In order to cut costs, managers of many seasonal businesses either lay off part of the workforce for a quiet period, or initially hire workers only for the season, or reduce wages. But by the beginning of the season of growing consumer demand, companies often have problems with the selection of qualified personnel.

Maximum profit in minimum time

Thanks to high profitability for a short seasonal surge in consumer activity, you can earn so much that it compensates for the period of downtime.

Carrying out repair work, re-equipment of production, adjustment of equipment

If periods of seasonal decline in sales do not last long, then in order not to stop or disrupt the company's activities during the "high" season, managers use this time to carry out planned repairs, relocations, put equipment in order, improve and re-equip production, etc. .

Development and launch of new products

It is also convenient to use the time of decline in consumer activity in order to develop and launch new products, which will subsequently replenish the company's assortment list and help increase sales.

Staff training, preparation for work in the season

Some businesses during a downturn in consumer demand pay great attention to the issues of staff development in order to prepare people for quality work during a period of growth in sales. So, these are just some of the phenomena associated with the seasonality of business, and the consequences caused by it. Let's think about what we can do.

What to do with it?

There are two ways to deal with seasonal fluctuations in sales volumes.
1. Sales promotion.
2. Cost minimization.

Let's consider each of them in detail.

How to stimulate sales

Discounts and sales

This method of stimulating consumer demand is quite simple to use and is used everywhere as one of the main and most accessible. It does not require special training and investment of additional funds, but it is not always equally effective for wholesale customers and retailers.

Using Seasonal Factors

This method is a kind of discount. It consists in the fact that the price of a product remains unchanged throughout the year, but when buying a product or service in certain months, an increasing or decreasing coefficient is applied. Thus, during a period of sales decline, consumers are stimulated by more favorable conditions, and due to various coefficients, the total profit enterprises throughout the year (recessions are compensated by a multiplying factor, and lowering factors stimulate an increase in sales when demand falls). This method is used when selling airtime on TV channels and radio stations, from air and rail carriers, on the Internet, etc. For example, seasonal coefficients were used on the ORT (First) TV channel (see Table 2).

Stock

Not here in question about interesting promotional events, sweepstakes and other marketing moves. This method is similar to the first, but requires more careful preparation. One of the options for promotions is the formation of special sets of their products (or a package of services), which include several items of goods. This set usually includes non-seasonal or unpopular goods (one or more). In this case, for the set, more than profitable price- compared to what the consumer would have to pay for all goods separately. Similar promotions are often practiced by sellers household chemicals and white cosmetics.

The right advertising campaign

This method includes well-designed advertising strategy for a year. Of course, it requires additional costs (advertising budget) and proper management of allocated funds. When distributing the advertising budget, it is advisable to adhere to the following scheme (see Fig. 2). essence this method is not only to stimulate sales of a particular product (service) and draw attention to it, but also to show new ways to use it, to create a need for it. So, for example, some manufacturers of household chemicals produce stain removers, the maximum demand for which falls on the warm season. In order to increase sales during the cold months, advertising for this product is based on the following: either you save money but risk your time (because washing clothes may show stains that you did not notice), or use our stain remover every time you wash and do not worry about stains (they may not be!), and spend the saved time on yourself or your family.

Favorable purchase conditions

This method differs from discounts and promotions that products are sold at their normal price, but customers are offered additional profitable terms. For example, deferred payments can act as a bonus, free shipping goods, etc.

Creating an artificial scarcity

The method is effective but risky. It is found in those markets where there is little competition or this area is monopolized.

In practice, this method looks like this. At the end of the period of decline in sales, after the first small deliveries of goods (when mostly what is left after the seasonal peak is sold), the enterprise closes production due to refurbishment or for some other reason. The period of rising demand for the products of this enterprise begins. Since this is just the beginning, the batches are usually small and there is enough stock left for almost all regular customers. Then demand increases, but the goods are already in short supply, and new supplies are expected only after some time. Someone has the opportunity to wait, and someone begins to look for alternatives, but they are not always available. Thus, a queue of customers is built, and when the goods nevertheless appear (even for more high price), there is a real stir, as many tend to stock up for future use.

A similar situation arose in St. Petersburg at the end of 2008 with vitamin D. In the fall, pediatricians prescribe preparations containing this vitamin to all babies from the first month of life, since if it is deficient, a child can develop such a serious disease as rickets. By December, stocks of these drugs in pharmacy chains had dried up. Panic set in, parents were ready to go for vitamin D to the opposite end of the city. In mid-January, preparations containing vitamin D began to enter the pharmacy network, but at a new price that exceeded the old one by more than 100%. However, fearing a recurrence of such a situation, people buy these drugs in several packages even at such a high price.

The artificial scarcity method does not only work with retail customers. For example, in 2006 a major Russian enterprise engaged in the production of polyethylene of high and low pressure, polystyrene, dyes and other industrial raw materials, was closed for refurbishment (according to management, after the opening, the company had to increase production capacity several times). It was planned to launch the plant by the beginning of the active sales season, but for some reason this deadline was shifted by several months. The plant produced raw materials for other industries, and in order not to risk, the supply departments began to look for alternative suppliers. But in order to switch suppliers, you must at least get samples from another manufacturer and try them out; only after that you can buy a batch of raw materials. Other suppliers, who did not expect a sharp increase in demand, could not cope with the needs that arose. The rise in prices and the struggle for supplies began. As a result, by the long-awaited opening of the plant, everyone was ready to buy raw materials in new volumes (in order to create a reserve for the next season) and at a new - increased - price.

Assortment adjustment

And yet the most effective method to combat seasonal fluctuations is the adjustment of the assortment, which can be done in several ways. The first is that new products are constantly being introduced into the product line, due to which the sales volume as a whole is growing. Another way is to include in the product portfolio goods, the maximum demand for which will fall on the period of the greatest decline in sales of other products. For example, almost all companies in the world that sell shoe cosmetics and accessories offer insect repellents for the summer season. And this is easily explained: they have opposite seasons of maximum consumer demand. However, it is most effective to adjust the assortment in such a way that the product portfolio includes categories of goods (services) with opposite seasonality and without pronounced factors affecting sales.

Reorientation to a different target audience

If it is not possible to change the proposed assortment, the method of reorientation to a different target audience is often used. This method is used by sellers of office supplies. Before the start of the school year, they focus on school goods (meaning an assortment for students and students), and the rest of the time they focus on supplying offices. This method is also common in restaurants and hotel business. After the end of the tourist season, hotels actively promote services for organizing conferences and other events (which involves the provision of special premises, catering, accommodation for participants, etc.). Many restaurants in the warm season try to organize additional open areas in order to attract new customers and thus compensate for the drop in sales in stationary areas. Unfortunately, sales promotion measures almost always require additional investment, so they are not available to all companies. But there is another way to deal with seasonal fluctuations - minimizing costs during a period of falling consumer demand.

How to minimize costs

Organization of the seasonal mode of operation

This issue can be resolved in two ways: either hire employees for the season, or send employees on vacation strictly during the seasonal sales downturn. In the first case, there is a risk of a shortage of qualified specialists during the season. The seasonal mode of work is organized in an interesting way at one leather haberdashery enterprise. The products of this company are sold unevenly throughout the year, but the fluctuations do not last long (this was achieved due to the correct assortment policy). Thus, the enterprise has a certain vacation schedule: during the period of maximum demand for products, the sales department works, and production massively goes on vacation, while during the maximum drop in demand, the sales department goes on vacation (only the necessary minimum of employees remains), and production is active. fills warehouses with new products for the next seasonal surge.

Refocusing the business while maintaining the overall focus

Many companies that install windows for the population during the season, during the period of reduced demand, are reoriented to glazing houses during construction. Another example: in the summer, when the demand for ski equipment is almost zero, companies involved in this build ski resorts.

Reducing the number of staff or wage levels

Contract manufacturing

In order to avoid rising costs due to downtime of equipment and premises during the period of a seasonal drop in demand, you can organize at your own facilities contract manufacturing. So, an organization engaged in the production and sale of natural extracts in the cold season, harvested raw materials in the warm season, but the production facilities were idle. In order to cut costs, the company managed to conclude a contract for the use of its equipment for the production of certain types of household chemicals (because the customer company did not have enough of its own capacity).

Reduce advertising costs to a minimum!

For example, you can leave only maintaining the site and providing customers with printed advertising products on demand. Of course, there are many ways to influence the level of sales during the period of seasonal fluctuations, but when choosing them, it is necessary to take into account who these measures will be aimed at: what is suitable for wholesale counterparties may not be effective for retail consumers. Seasonal declines in sales are present in almost all industries. The most effective way to deal with them is to cleverly maneuver between stimulus measures and cost cuts. Each company based on own experience over several years, it develops its own algorithm of actions, which allows to significantly smooth out seasonal fluctuations and achieve maximum profitability.

Expert opinion

Yulia Novoselskaya, Head of Marketing Department, International Academy of Quality and Marketing

Seasonality is typical for many products. At the same time, it is important whether the product is really of a pronounced seasonal nature, or whether the demand for it can be maintained for required level and during recession.

A few years ago, while working at a parachute factory, we encountered a seasonal factor in the production of parachute systems for recreation on the water. Parasails were in demand only in spring and in the first months of summer. In conditions of high variable costs and rapid obsolescence, it was impractical to produce goods for storage. Justified seemed only seasonal reduction in production volumes. However, it was decided to enter new sales markets to neutralize the seasonality factor caused by weather conditions. After the marketing research and a set of preparatory measures, sales of parasails began in the UAE and on the coast mediterranean sea. This decision turned out to be correct, because it allowed not only to neutralize seasonality, but also to improve the product, improving its quality characteristics. I suppose you should not immediately draw disappointing conclusions and focus only on minimizing costs during a seasonal sales downturn, sometimes you can argue with nature! And the experience of conducting sales promotion activities during a recession has shown that the launch of such programs should be treated with caution, carefully calculating all possible receipts and costs. When determining the effectiveness of sales promotion activities, it is important to avoid mistakes.

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Issue #158. How to get the most out of selling seasonal items

Every online store that monitors its performance is aware that the product, among other indicators, has the concept of seasonality. Christmas toys and Christmas trees are not sold in July, and barbecue and garden tools are not offered to be bought in January. How to identify a seasonal product and what to do to maintain profit? This is our newsletter today.

What influences?

1. Season, weather conditions. In connection with the cold snap, sales of winter shoes, umbrellas, outerwear, heaters, cold medicines, winter tires, etc. are growing. In spring and summer, gardening tools, vegetables and fruits, vitamin complexes, construction equipment, and cars are more actively bought. They go to cafes and restaurants, beauty salons, travel more actively.
2. Holidays. New Year, Christmas, St. Valentine's Day, February 23, March 8, May 1 and 9, September 1, etc. Each of them has its own "set of purchases". By the New Year, they tend to buy souvenirs, a variety of gifts from figurines to household appliances, alcohol and drinks, and food. By March 8, they buy flowers, sweets, go to cafes, order delivery, etc. On the Day of Knowledge, parents gather the child to the school where they need school uniform, office, Appliances, furniture.
3. Habit. Real estate and cars prefer to buy in the spring and summer. This is due to the fact that a novice driver will prefer to practice on dry pavement instead of snow and mud. It is possible to assess the presence of a dacha more sharply in the summer.
4. Working cycle. It is hard for people to “come out” of the New Year and May holidays, because they are quite long. At this time, the popularity of goods that require a diligent choice, a serious approach, is falling. But sales of food products, alcohol, confectionery products are activated.

Disadvantages of a seasonal product

• Due to the fact that the product is in high demand, more space is required for it. If you initially rented 20 sq. m. of closed space without the ability to expand, you will have to look for an additional warehouse elsewhere. This is always the cost of rent and transport.
• If you have an online store with at least a few employees, due to seasonality, you will have to fire someone or reduce his rate. This leads to the loss of competent staff or low employee motivation.
• If you sold Christmas balls and got a balance, in February you are unlikely to be able to “fuse” it somewhere. Lost profit.

Benefits and Opportunities

• You can use seasonality and the active purchase of certain goods to your advantage. Roughly speaking, profit on notebooks in September will help you cover losses from unsold Christmas balls in December-January.
• You can use the drop in demand to your advantage. Refurbish workplaces, make repairs, finish a long-drawn-out move, consider new ways to promote and advertise. In the future, this will only play into your hands. Nothing to change and are you doing well? Look at reviews on the Internet about yourself and.
• Review the range. Maybe it's really time to stop obsessing over lacy panties and stockings? Can I add insulated leggings, tights, socks, pantaloons to the assortment in the autumn-winter period? This is for the owners of online lingerie stores.
• Take care of the staff. If you are focusing on the high season, take the time to motivate and train employees. We mentioned earlier that your ad may work flawlessly, but an incompetent manager or call center operator can instantly turn a potential client into an evil enemy.

How to sell more?

• Discounts, sales, promotions. These are very understandable ways. “Minus 50% of the amount”, “All for 50 rubles”, “Buy a set (shampoo, gel and soap) cheaper!”. In each case, it is either an initially unpopular product, or it is added to the set of those products that are in demand.
• Lower and raise prices. In certain months of the year, more favorable conditions are created for the buyer (the so-called seasonal factor).
• Think a year ahead. What does it mean? Build advertising campaign of their products so that their relevance is maintained at any time of the year. Thus, it is possible to sell ice cream in the cold season, offering to add it to coffee instead of milk. It is tastier, creates a special cosiness and allows the buyer to enjoy the "coffee-glase", looking at the winter weather. For each seasonal product you can come up with your own special positioning, why you need to buy it now too. This is where your imagination and perseverance in choosing the most effective approach come in handy.
• Review the assortment. Add products that balance the lack of demand for another product with their popularity in a particular season (speaking of notebooks and pantaloons).
• Look for an audience. This is how souvenirs, toys, briefcases, etc. appear in online stationery stores. Expand the number of interested people.
• Expand your geography. Perhaps you are not doing delivery to neighboring areas or throughout the country in vain. This question can be considered and calculated.
• Optimize your advertising budget. Raise the stakes Google AdWords or "Yandex.Direct" for the period of the high season and reduce during the calm stage. You must be sure that there is enough money for all the available traffic of hot dates. Consider your options so that demand does not block supply.

Where to offer?

Where to get data on seasonal goods?

There are special web analytics and business optimization services. For example,