Welcome to summer! The summer solstice, when the sun reaches its highest point north, occurred yesterday at 10:58 a.m. officially ushering in the new season. Are there marketing opportunities tied to the summer season? In the summer, should your marketing strategy change? It may depend upon what you are selling, but the general answer is yes for several different reasons.

People change their habits in the summer

Summer is a time like none other. People are more active in the summer. They take more vacations, spend more time outdoors and spend less time at home. When they stay home, they are more likely to be doing outside activities than in any other season. It is a time for a change in the routine. Anytime people are in the mood for something new, it is a good time to promote your brand to them. This is especially true if you are trying to put a new twist on your brand or you have a new product or service to promote. It is also true if you want people to get good vibes about your brand. People gather in larger groups during the summer than at any other season of the year. It is a good time to sponsor an event where these groups are having a good time and your brand is associated with those good feelings.

People will buy happiness

Here is another piece of the marketing puzzle when it comes to pushing your brand in the summer. Part of the reason people are more likely to purchase in the summer is that they will do anything to feel good. There is so much effort to be a part of summertime activities that people are looking for anything that will leave them with a good feeling. They will pay more for pleasure during the summer than they will at any other time of year. Think about the last time you went to an entertainment venue or were on vacation and found something to purchase that you would have never bought had it not been for the time and place you found yourself. The bottom line is this: people are more likely to spend money during this season to make themselves feel good. It takes a special holiday in the winter to do this. Summer is much longer than one holiday; it is an entire season of good vibes.

Happy people make purchases

Good marketing takes the mood of consumers into account. There is a good time and a bad time to approach your target market with a promotion to buy your brand. When they are feeling happy is a great time. People have more energy in the summer because they get more sunlight, which enhances vitamin D production and, as a result, makes us feel good. We associate bad times with cloudy, cold days. That’s because a lack of sunlight fatigues us and can cause depression. Sunlight cures the blues. Happy people are much more likely to make a purchase than sad people.

Summer has just begun. The good feelings are beginning. Don’t let your marketing miss the opportunity of the season.