Taking Advantage of the Aquarium Industry's "Summertime Slump"
Typically from the time kids are ready to get out of school for summer, until after they return following Labor Day, aquarium fish and supply businesses experience a drop in sales. This is what we as fish collectors in Hawai'i referred to as the "summertime slump". Each season for 10 years this not only effected how our customers placed orders, but it has an impact on the aquarium as well as other pet industries as a whole every year.
It was usual for our regular customers to cut fish orders down by 50% or less, with some not ordering at all until business began picking up again around mid-September. This pattern of wholesalers and retailers not stocking up on livestock, because of expected slow sales, primarily trickles down through the industry because consumers' habits change during the summer.
Why Business Declines in the Summer
- School's out, so more time is spent with kids that are at home.
- More time is spent away from home.
- Money is spent on travel, such as taking long awaited for vacations, or venturing out for fun weekend get-aways.
- More time is spent outdoors enjoying the warm sunny weather.
- Funds are spent more on outdoor activities, such as gardening and home improvements, seasonal sports and recreation, barbecuing and grilling.
- Prior to kids going back-to-school, clothes and school supplies are purchased.
Why Summer's a Good Time to Buy
Whether a walk-in or an online store, shop owners will run all sorts of summertime sales events and special offers to, 1) entice customers to stop in and buy during this slack business period, and 2) reduce the amount of inventory they may have in stock in preparation for buying new stock needed for the busy fall/winter season ahead.
All of these things are what make summer a good time to shop. It is not hard to find deals like buy one - get one free or 1/2 off, discount quantity, Web only ordering and other creative offers that will not only save you money on aquarium items and livestock, but lots of other stuff as well.
| Walk-In Store Sale Idea: When temperatures are extremely hot and humid, many people do not like to go outside. Rather than having a sale during daytime hours, run a special "Moonlight Sale", with nighttime store sale hours from something like 9:00pm until Midnight. This is a much more comfortable and cooler time to be out shopping, and a rather unique way to draw people into the store. |
