How I Keep My Online Store Thriving All Year—Even During the Off-Season

I recently bought a new pair of running shoes because the midsole on my old ones had completely lost its bounce, and my toes were starting to feel every step.

 

When I was shopping, I didn’t look at the brand. I just tried on a few pairs and picked the most comfortable ones. It was only when I got home, lacing up for a run, that I noticed “Hoka” written on the tongue.

I’ll admit, I don’t usually pay much attention to shoe brands, and this was my first encounter with Hoka, so my curiosity got the better of me. I looked them up and found out that Hoka is actually part of Deckers, a company that’s up there with Adidas and Nike.

 

Deckers isn’t just any footwear company. They’re known for some major names in shoes and outdoor gear, like UGG and Teva. And it turns out, they’re thriving right now.

 

As I dug deeper, I discovered that Deckers recently reported a 20.1% increase in net sales for the second quarter of its current fiscal year, hitting $1.311 billion and blowing past analysts' expectations. All this growth was largely driven by their HOKA and UGG brands.

 

Now, usually, a sales increase wouldn’t be all that surprising for a big brand. But here’s what really got my attention: this impressive boost happened during their off-season, a time when sales are supposed to be slowing down. So, how is Deckers still on the rise?

 

That question hit home because I know how real the slow months are for many online businesses—mine included. Seasonal dips are practically guaranteed in certain markets, where traffic slows and sales soften.

 

But then I realized that not every business is affected the same way. Athletic shoes, like Hoka’s, don’t follow strict seasonal patterns. While they see a spike in January with New Year’s fitness resolutions, and sometimes a lull mid-year, these shoes are worn year-round, and demand is more stable than, say, winter coats or summer swimwear.

This led me to wonder how businesses that are impacted by seasonal cycles handle those inevitable slumps. Is there anything they can do to keep sales steady when demand typically drops?

 

Absolutely. In fact, I’ve had to figure this out myself, running businesses that do experience slow seasons. With the right strategies, it’s entirely possible to not just stay afloat but even grow during off-peak months.

 

And that’s exactly what I want to talk about today. If off-seasons have you scrambling to make ends meet, the tips I’m about to share could be what you need to turn things around and keep your business thriving, no matter the time of year.

 

Now, boosting off-season sales doesn’t have to feel like swimming against the current. Instead, think of it as laying the groundwork for future success—keeping your customers engaged even when demand isn’t at its peak.

 

One strategy is to launch exclusive off-season promotions. People love a good deal, especially when they know it’s a limited-time offer. Early-bird discounts, seasonal sales, or “buy-more-save-more” bundles can increase purchase likelihood by up to 30%, according to some studies.

 

For instance, if you run a swimwear store, you might hold a “Winter Splash” sale, discounting summer items by 20% to those who shop in the colder months. This creates a mini-season of its own, where exclusivity and savings motivate customers to buy now rather than wait.

 

Another example is Patagonia, which offers discounts on winter gear in early spring to clear inventory and incentivize purchases before the season is over, allowing them to make room for summer items without waiting for the usual season-to-season rush.

 

Another approach is to position your products as versatile, year-round essentials. For example, a summer apparel brand might promote their lightweight tops and dresses as perfect layering pieces for fall.

 

Studies suggest that nearly 47% of consumers appreciate brands that help them find multiple uses for products, like seeing a tank top not just as summer wear but as a wardrobe staple for every season.

 

Take REI, for instance. They highlight how summer hiking pants can double as lightweight winter travel gear, suggesting ways to wear them in different climates and seasons. This strategy appeals to customers who value flexibility in their wardrobe and extends product relevance beyond one season.

 

Email marketing and social media are invaluable here too. Use these platforms to create buzz around off-season deals and reward your loyal customers. Research shows that email marketing alone can boost engagement by up to 38%.

 

Imagine a winter outerwear brand offering double loyalty points for summer purchases—moving inventory and keeping customers engaged at the same time. Social media can create urgency with countdowns, flash sales, and sneak peeks, keeping your brand fresh in customers’ minds.

 

For example, Sephora runs “Beauty Insider” exclusive offers and point-earning opportunities in slower months to keep customers engaged.

Similarly, outdoor brands like Columbia use Instagram countdowns and “coming soon” previews to build excitement around limited off-season items or new seasonal product drops.

 

Teaming up with brands that complement yours can unlock valuable off-season sales opportunities and let you reach new but related audiences.

 

For example, an outdoor gear brand might partner with a wellness company in the off-season to offer joint bundles, expanding visibility among customers who might not think of outdoor gear until peak season.

 

Studies show that 68% of customers are more likely to buy from brands recommended by others they already trust, so partnerships can boost both sales and credibility.

 

One example is the collaboration between Hydro Flask and yoga brands. They might offer a “Stay Active Indoors” bundle, with a Hydro Flask bottle and yoga gear during the colder months, keeping both brands relevant even when outdoor adventures slow down.

 

Pre-orders are another smart tactic. Offering a sneak peek and pre-order option for next season’s products builds excitement and lets you gauge interest early.

 

Brands like Patagonia have used pre-orders effectively, generating buzz and locking in sales well before the season starts. Think of it like a concert presale—fans jump at the chance to secure their tickets, and the same goes for eager customers looking to snag new items.

 

Another example is Nike’s occasional pre-release of limited-edition shoes, allowing customers to secure their pair before the official launch. This not only creates a sense of exclusivity but also provides an early cash flow boost.

 

Content also plays a powerful role. Off-season is a chance to position your brand as a go-to resource. For example, a summer adventure brand could share tips on staying fit for the outdoors, while a winter sports store could offer off-season fitness advice.

 

Studies show nearly 70% of consumers enjoy content that informs or entertains even when they’re not in buying mode, which keeps your brand in their minds until they’re ready to shop again.

 

Take Lululemon, for example; during colder months, they share home workout routines and yoga guides, maintaining engagement with their community even when people might not be shopping for new workout gear as frequently.

 

And don’t overlook using tools like Text-to-Speech (TTS) to add excitement to flash sales or announcements. Imagine a visitor hearing, “Just today—an exclusive offer on our next season’s collection!” TTS can grab attention and personalize the experience.

 

If you have an app, spoken navigation or personalized announcements through TTS can add an interactive touch, keeping users engaged.

 

Audio-focused brands like Audible or Calm use this feature to keep users engaged with fresh and interactive content, which can also work effectively in retail settings, especially when paired with mobile app push notifications for seasonal or flash sales.

 

Boosting off-season sales is all about keeping your brand top of mind, relevant, and connected with your customers all year.

 

Whether through promotions, creative partnerships, valuable content, or even new tech, these strategies create lasting connections with customers, ensuring that when the season shifts, they’ll think of you first.

 

 

It’s easy to make sales when the season’s in your favor, but thriving when things slow down? That’s the real test. So lean into the off-season strategies that feel right for you, get creative, and enjoy the process of making your brand unforgettable, all year round.