Seasonal businesses can be lucrative and fun to run. But what happens the morning after Halloween? What about when the lights come down after Christmas? Or when the sun sets on the last evening of summer? The solution lies in your ability to pivot — to find off-season business ideas that sustain you all year round, because it can be tough to pay a year’s expenses with the income you make in a matter of weeks.

Many business owners feel bored at best – and financially fraught at worst – during the off season. So, here are six ideas to combat the quiet, plus top tips to make the most of overseas markets.

1. Expand into other seasons

Finding a niche in every season can help to distribute income more evenly. Similarly, expanding your season slightly can help bring in more revenue. If you sell barbecue or outdoor leisure items in the summer, consider adding an autumn-centric product line; if you focus exclusively on Christmas, try marketing your wares a month sooner.

2. Pivot with new products or services

When the COVID-19 pandemic hit, British outerwear company Barbour began making PPE. Simply put, Barbour noticed a marketplace opportunity and changed its operational strategy accordingly. As a marketplace seller, you can do the same sort of thing: if you see a gap in the market, create a plan to fill it with a new product or service.

3. Offer early bird specials

Create a “Christmas in July” feeling with special deals designed to pull high-volume customers in early. This tactic works especially well if you’re a wholesale distributor, but you can also use advance sales to gauge interest in a product well before the seasonal consumption period. If you have viable leftover stock from last year, consider a pre-season sale.

4. Generate an off-season buzz

There’s no better time to create a buzz than during the off season. If you have a new product, begin building excitement well in advance of its launch. Plan a social media strategy, create an email campaign or write a series of blog posts. Post a countdown timer, offer a discount code or drop hints about features before you go live.

5. Focus on education

When buyers are educated they’ll feel more comfortable purchasing products. You can use the off season as an opportunity to teach your consumer base about your products or services, and about why your business is the best choice. If you establish an authoritative online presence, people are more likely to trust the advice you give them; in turn, you’ll learn about your target market.

6. Grow your social media presence

On the whole, successful organisations in New Zealand use social media to communicate with customers. Some set up business profiles on Facebook, while others choose Twitter or Instagram. Still others prefer B2B networking on LinkedIn. If you currently have a weak or non-existent social media presence, you can strengthen it by posting relevant, engaging content in the off season.