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Demand for any type of goods and services is constantly changing. For example, demand is affected by the time of year and holidays. And even if a product cannot be characterized as seasonal, statistics show that sales still increase in the last quarter of the year. If you do not want to lose profits and get into trouble, you need to promptly respond to seasonality and adjust your budget, strategy and communications with clients. We will tell you how to do this below.
How Seasonal Demand Works
Seasonal demand is the change in demand for goods and services that can be predicted based on a specific period or season. Such demand can be monthly, quarterly or annually.
The concept itself appeared around the time of the first store in the wordpress web design agency world. Entrepreneurs quickly realized that some goods are bought in rainy weather, others in sunny weather, others before holidays, and so on. It turns out that seasonal demand reflects the demand for goods at specific times. And in some cases, it is formed artificially. For example, as in the case of holidays.
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Types of seasonal demand
According to the degree of influence, there are three types of seasonality:
Hard. Characterized by sharp growth and decline. For example, demand for New Year's toys after the New Year holidays drops to -100%.
Bright - demand growth from 30 to 50% stretched out over time. Thus, bathing suits are bought more often in the summer, but this does not mean that they are not in demand in the winter;
Moderate, which is characterized by fluctuations within 10-15%. Such demand is clearly visible in the flower business: on February 14, flowers are bought much more than on ordinary days.
Some goods are minimally subject to seasonal demand and are practically independent of it. For example, medicines and household chemicals.
Seasons
Seasonal demand is not only divided into seasons. There are several global categories of seasonality division.
Holidays. Demand for holiday-themed products usually increases a month before the holiday. The peak occurs 3-4 weeks before the holiday itself. For example, before March 8, consumer interest in women's cosmetics increases, and before February 23, in men's cosmetics.
Preparing for the new school year. In August and September, the demand for office and school supplies increases.
Promotional. For example, the usual "Black Friday" and "Cyber Monday", when buyers know in advance about upcoming discounts and promotions and prepare for purchases in advance.
The business activity factor is non-working days and the holiday season, before which the excitement increases significantly. And when the New Year holidays begin from January 1 to 14, demand, on the contrary, decreases significantly, since consumers have spent a lot before the holidays.
Event-related demand for themed products. For example, timed to coincide with Eurovision, the release of a new cartoon or the Football Championship. So, after the release of the sensational series "The Queen's Gambit", chess suddenly became popular and the demand for it increased several times. It is interesting that there are also events that can negatively affect demand. At the beginning of the coronavirus pandemic, many people lost their jobs and were unable to quickly adapt to the new conditions, so the purchasing power of such people fell. And then the demand for the goods that they constantly purchased fell.
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發表於 2024-11-7 17:21:42