5 summer marketing strategies for small businesses
Summer’s on the horizon, but it’s not the time to put your marketing efforts on hold. Depending on your industry, this season could bring more traffic, or a noticeable slowdown. Either way, staying visible can help you stay competitive while others check out. With people spending more time outdoors and local tourism picking up, summer brings new opportunities to connect with customers. Whether you’re in retail, food service, health and wellness, or another sector, it’s worth taking a fresh look at how you market your business during these warmer months.
Tap into local tourism
If your location attracts tourists, make sure your business is easy to find online. Most visitors turn to their phones for recommendations, so it’s important to have a strong presence in local search results. That includes keeping your Google Business Profile up to date with current hours, contact details, and photos. Adding seasonal keywords like “Canada Day events near me” or “local summer spots” to your content can also help boost visibility.
You may also want to build partnerships with nearby hotels, restaurants, or attractions to get your name in front of more people. Many are open to recommending local businesses, it just takes a conversation.
Make the most of summer holidays
Holiday weekends are another opportunity. From Canada Day to Labour Day, you’ve got several chances to launch limited-time offers, themed products, or creative promotions. Think of what makes sense for your business and your audience.
A bakery might create Canada Day cupcakes. A fitness studio could offer a long-weekend drop-in pass. A retailer could run a “Civic Holiday Clearance.” And if your competitors are offering discounts, consider matching or improving on them to stay in the game.
Get involved in local events
You’ll also want to look at what’s happening in your community. Summer is packed with local events: markets, festivals, and outdoor gatherings that draw large crowds. These events offer a great way to raise brand awareness and meet potential customers in person.
If it fits your budget, consider setting up a table or booth. Bring samples, host a giveaway, or create a simple contest that encourages visitors to follow your business online. And make sure your website and social handles are clearly visible so people can stay connected.
Host something of your own
If no events fit your brand, that’s okay, there’s always the option to organize your own. A pop-up shop or small-scale event in a busy area can be just as effective, especially if you collaborate with other local businesses. Customers appreciate seeing entrepreneurs support one another, and a joint effort can bring more traffic to everyone involved.
Update your seasonal messaging
It’s also a good time to update your marketing. People are out and about more, scrolling social media during downtime, and searching for events and services while on the go. Your content should reflect the season. Show off your summer hours, new products, or event appearances. Use visuals and messaging that align with what people are feeling–light, relaxed, and fun.
Promotional giveaways like branded sunglasses, reusable water bottles, or summer-themed merch can help keep your business top of mind. These items tend to stick around, offering ongoing brand exposure at little cost.
The bottom line
Summer is full of opportunity, but only if you’re ready for it. Whether you typically thrive or struggle during these months, a strong marketing plan can help you make the most of the season. And even if things don’t pick up right away, your efforts can set the stage for what’s next. Show up, stand out, and let your marketing reflect the energy of the season.