For many designers, the summertime-sale-slump (try saying that 5 times fast) is REAL. After years of owning my own design businesses, I would brace myself in May for what was going to happen in June, July, and August.
Since designing was my full time job, I did not stop creating even when sales were low.
Why?
Because I knew what the other months of the year looked like. I knew that by slowing down my production of designs, I would be preceding a lot of sales that would happen later in the year.
Over the years, I would hear design friends complain about the summer sales. Low sales often lead to low motivation to create, which is why so many would pause their design work. This would often lead to crazy holiday months. This included rushing to fulfill product orders and creating new products at a maddening pace during the busiest times of the year.
Here are a few strategies I've developed over the years to make the most of the summer months and prepare for the busier seasons:
- Focus on Inventory Building: Use the summer slump to your advantage by building up your inventory. This ensures that when the high-demand months roll around, you have a robust selection of products ready to go. This not only saves you from the frantic rush of creating on the fly but also allows you to offer a wider variety of designs to your customers.
- Experiment and Innovate: Summer can be a great time to experiment with new designs and ideas. Since the pressure is lower, you can afford to take creative risks and innovate. This period can be an opportunity to refine your skills, try out new techniques, or even explore different niches that you wouldn't have time for during busier months.
- Plan Ahead for Holiday and Event Designs: Use the downtime to plan and create products for upcoming seasons. This might include designing holiday and seasonal crafts or designs. It might also mean getting ahead on promotional graphics, planning social media content, or setting up email campaigns. Having these ready in advance can save you a lot of time and stress later on.
Engage with Your Audience: Summer is a great time to engage more deeply with your audience. Host online workshops, run contests, or simply share behind-the-scenes glimpses of your creative process. Building a stronger connection with your customers can lead to increased loyalty and sales down the line.- Evaluate and Improve Your Shop: Take this time to review your online shop. Update product descriptions, improve your photography, and make sure your website is user-friendly. Enhancing the overall shopping experience can have a significant impact on your sales when the busy season hits.
- Network and Collaborate: Reach out to other designers and businesses for potential collaborations. Working with others can bring fresh ideas and new audiences to your work. It's also a great way to stay motivated and inspired during slower times.
By staying productive and proactive during the summer months, you set yourself up for success when the busy season arrives. Remember, consistency is key in the design business. Keeping your momentum going, even when sales are slow, can lead to significant payoffs later in the year. So, embrace the summer slump as a time for growth and preparation, and you'll be ready to shine when the sales start rolling in again.
Carina.
