Seasonal product business is always a big challenge for many businesses. Every season, they work hard, “run shows” non-stop, orders still come in steadily, but after many years looking back, the development is still at a standstill. So what is the reason why businesses cannot grow sustainably? And what should be done to avoid falling into the vicious cycle of “running season – out of season – forgetting”? The following article will analyze in depth common problems and provide practical solutions for businesses trading seasonal products.
Problem 1: Running Seasons, Not Branding
Many businesses are very good at running campaigns, but do not have a long-term branding strategy.
- Every year, the name, the model, the sales team, the sales channel are changed, customers do not know “who they bought from”.
- Inconsistent packaging, inconsistent messages, the website or fanpage only “lives” for 2 months.
- Without old customer data, without community care, the brand has no place in the mind of the buyer.
Solution:
- Maintain a consistent brand name even if the product changes.
- Recreate a consistent identity: color, logo, slogan, tone of voice for customers to remember.
- Build a fanpage/website with content that lasts all year round, no need to sell, just need to be present.
Problem 2: Each season is a “storm”, no system
Small businesses often “use people to put out fires”, without standard processes – tools – documents. When the season comes, run, when the season is over, say goodbye.
- No sample files for orders, collaborator contracts, cost reports, livestream scripts.
- No software/CRM, everything relies on memory, intuition, Zalo group.
- No operational checklist, no clear delegation of authority – when the old person leaves, the “circuit breaks”.
Solution:
- Spend the month after the season to systematize: redo checklists, email templates, quotation files, recruitment processes.
- Use simple but effective tools: Google Sheets, Notion, Trello, Canva Pro.
- Assign tasks by role, not by person name for easy transfer & expansion.
Problem 3: No financial strategy and reinvestment
Every year, after selling, the money is spent, and the next year, it’s back to square one.
- No funds to reinvest in design, new concepts, flavor R&D or packaging.
- No money spent on team training or hiring consultants.
- No cash flow retained to proactively launch the season early.
Solution:
- Separate net profit and brand development fund from the beginning of the season.
- Spend 10–20% of profit to upgrade packaging, communications, and staff each year.
- If there are not enough people to do it, use freelancers in stages: design, write articles, run ads.
Problem 4: No breakthrough product/story
Despite being in business for many years, the product is still… normal. There is nothing that customers “must remember”.
- The cake filling has no difference. The packaging is the same as the market’s.
- The concept is the same every year. No emotion, no culture.
- The ads sell, but customers don’t stick around or wait for the next season.
Solution:
- Invest in seasonal storytelling concepts: ethnic culture, family memories, taste psychology…
- Create a few unique cake/packaging lines that, despite their small output, have “media explosion”.
- Invite customers to tell their experiences of creating content from the buyers themselves.
Problem 5: No long-term goals to strive for
Seasonal farming is sometimes a “temporary way to live”, but without a clear direction, it is easy to… stand still.
- Not clear: Who will the brand be in the next 3 years? Who will it sell to? Through which channels?
- No ambition to expand: to other products, to new segments, to cooperate with other brands.
- Not daring to invest “beyond the threshold” because of fear of short-term risks.
Solution:
- Ask yourself: “If it’s not just this season, what do I want my brand to be in 5 years?”
- Set clear OKRs or KPIs: double existing customers next year, add a new product line, increase pre-order rate by 30%.
- Test new products/packaging gradually over the years without going big right away.
Seasonal work can be tiring, but it shouldn’t be pointless
You don’t have to be a “big shot” in the industry. But if after 3–5 years you’re still:
- No Stable Identity
- Can’t Keep Old Customers
- Can’t Easily Re-Recruit Teams
- Nothing Is More Memorable Than Last Season
It’s time to sit back and think like a brand.
Don’t do it all year, but think it all year.
Don’t invest big, but build it up each season.
Don’t be famous everywhere, but make it unforgettable for those who have bought it.
