How to Prepare Your Finances for Seasonal Income Changes

Seasonal income dips can be a big challenge for small businesses, but with the right proactive approach, you can not only predict and plan for these dips but also turn them into opportunities. 

Understanding seasonality in your sector

Whether your business is highly seasonal or experiences subtle dips throughout the year, the key is knowing when and why these patterns happen. Sometimes, even “non-seasonal” businesses face natural fluctuations, making it essential to understand your unique cycle. We’ll dive into your accounting data and use industry benchmarks to spot the times where sales typically dip, helping us design a year-round income strategy.

Key ways to plan for this kind of seasonality

• Forecast your seasonality – it’s vital to know WHEN you’re most likely to experience any seasonal dips. Looking at benchmarking reports for your industry is one way to predict the seasonality in your niche or sector. But you can also use your own accounting data to great effect. Look back through your profit and loss reports and spot where the peaks and troughs have occurred over preceding years. 
  
  
• Charge a premium in peak time – one straightforward approach is to apply premium pricing for your products/services during the busy season. By increasing your pricing, you boost your overall revenue, giving you more working capital to see you through the leaner months when sales and income are at their lowest.
  
  
  
• Offer additional peak-time services – offering added extras and other additional service lines during peak time is another way to maximise the season. In the months where customers are most engaged, look to upsell these premium services and offer more value. Satisfied clients will be more inclined to pay for added extras, giving you an increased revenue stream from the same number of customers.
  
  
• Target other markets – exploring other related markets is another useful tactic. When you’re experiencing downtime, look for other ways to monetise your existing assets, products or services. For example, if you’re a hotel where sales peak in summertime, offer discounted conference space in the winter months to boost revenue.
  
  
• Diversify your products/services – if one product/service has a known seasonal dip, look at adding an additional product or service to offset this downtime. For example, a a ski resort could promote bike-riding or hiking breaks during the warmer summer months to keep revenue constant. Likewise a pool maintenance firm could establish an outdoor fireplace business for the colder months.
  
  
• Have a regional e-commerce strategy – If you’re dependent on a small local market, broadening your marketing and e-commerce strategies can help to attract a wider customer base – and bolster sales. Paid advertising through Facebook, LinkedIn or X/Twitter can easily target new geographical markets, bringing in new customers and giving your revenue a much-needed uplift during seasonal troughs.

Talk to us about planning for seasonality

If your business is struggling with seasonal dips and the resulting impact on cashflow, come and talk to us. We’ll help you identify the timing of your seasonal downtime and come up with a clear strategy for stabilising your income across the year.

Get in touch to start beating those seasonal dips.