Things to Do to Boost Your Summer Marketing

As the CEO of PLAY Creative, I’ve spent countless summers watching consumer behavior shift under the warm sun. From increased mobile browsing at the poolside to a surge in social engagement around seasonal trends, summer represents a high-opportunity window for brands ready to seize it. But with inboxes crowded by “Summer Sale!” and timelines flooded with palm-tree backdrops, how do you stand out? Here are three strategic moves—backed by data and real-world insights—that will not only boost your seasonal performance but position you as a thought leader long after Labor Day.

1. Refresh Your Copy: Speak to the Season’s Psyche

Why it matters:
People’s mindsets change with the seasons. Studies show that email open rates for summer campaigns can jump by up to 15% compared to off-season baselines,^1 as consumers actively seek out experiences and products that resonate with their warm-weather mindset.

How to do it:

• Lean into sensory language. Words like “sun-kissed,” “breezy,” or “vibrant” trigger emotional associations. For instance, changing “Our summer lineup is here” to “Dive into our sun-kissed summer collection” can boost click-through rates by appealing directly to the sensory appetite of your reader.
• A/B test tone and length. Short, punchy headlines perform well on mobile, where many summer scrollers live. But longer, story-driven intros on your blog or landing pages can deepen engagement for those seeking inspiration. Split your audience tests 50/50, and measure both scroll depth and ultimate conversion.

Leverage seasonal storytelling. Anchor your brand in summer rituals: weekend BBQs, road-trip playlists, backyard movie nights. When your copy references a shared cultural ritual—“Picture this: a fire pit crackling, friends gathered, your favorite drink in hand”—you’re not just selling; you’re inviting readers into an experience they crave.

2. Run a Limited-Time Summer Promo: Create Urgency and FOMO

Why it matters:
Scarcity drives action. Data from retail programs indicates that limited-time offers can increase conversions by 30–50% over standard promotions.^2 In summer, when consumers are already in a get-it-while-it’s-hot mindset, the “limited” element becomes even more compelling.

How to do it:

• Define clear mechanics. “50% off until the first heatwave hits” is playful but vague; “50% off through July 15” is actionable. Combine a hard deadline with a summer twist to make it memorable without confusing the timeline.
• Use multi-channel countdowns. Deploy countdown timers in emails and on-site banners. On social, tease the ticking clock with daily “Last 3 days!” Stories or Reels. According to marketing automation benchmarks, campaigns featuring timers see a 9% lift in click-throughs versus static banners.^3
• Bundle with experience. Don’t just discount products—package them into “Summer Survival Kits” or “Beach Day Bundles.” Bundles increase average order value by up to 25%,^4 and the thematic grouping reinforces the seasonality of your promo.

Post-promo nurture. Once the time’s up, follow up with a “Summer’s over, but here’s 10% off our autumn collection” email. This keeps your audience engaged beyond the promo window, smoothing the transition into your fall pipeline.

3. Update Visuals with Bright, Seasonal Color Palettes

Why it matters:
Humans process visuals 60,000 times faster than text,^5 and color psychology shows that bright hues like coral, turquoise, and sunshine yellow can boost brand recall by as much as 80%.^6 Summer’s radiant color spectrum naturally aligns with elevated moods and outdoor lifestyles.

How to do it:

• Audit your existing assets. Identify any evergreen visuals—logos, product shots, hero images—that look muted against a summer backdrop. Replace them with high-contrast, vibrant alternatives.
• Leverage user-generated content (UGC). Encourage customers to share photos of your products under the summer sun. UGC not only provides authentic visuals but also extends your palette organically—showcasing how real people wear those coral tees or sip from those aqua-tinted tumblers lakeside.
• Optimize for mobile view. A bright photo that looks stunning on desktop may wash out on smaller, lower-brightness smartphone screens. Test your hero images on multiple devices at top-sunlight settings to ensure your colors don’t fade into oblivion.
• Maintain brand consistency. While adopting new hues, anchor them within your brand’s style guide. A pop of summer orange should complement—not clash with—your signature navy or charcoal. Think of your palette as a wardrobe: you’re adding a bold accessory, not overhauling the entire closet.

Integrating Measurement and Analytics

A summer strategy without clear metrics is like a day at the beach without sunscreen: you’ll get burned. Here’s how to keep the data front and center:

1. Set SMART goals. Whether it’s “increase summer email revenue by 20% year-over-year” or “drive 1,000 new UGC posts,” anchor every initiative with a measurable target.
2. Leverage cohort analysis. Compare engagement and conversion rates across customers who received your summer campaign versus those who didn’t. This illuminates the true lift attributable to your seasonal efforts.
3. Monitor real-time dashboards. Use tools like Google Analytics and your CRM to track open rates, click rates, and on-site behavior. A sudden midday spike in mobile sessions? That could indicate your “Beach Bundle” ad went viral in a Facebook group.

Conduct post-season debriefs. In early September, gather qualitative feedback—team reflections, customer surveys—and quantitative insights—ROI calculations, A/B test results. Document lessons learned in a shared “Summer Playbook” to refine next year’s approach.

A Thought to Carry Forward

Summer marketing isn’t just about a seasonal uptick; it’s a laboratory for audience insights. The behaviors you uncover—the headlines that resonate, the colors that pop, the scarcity levers that truly drive action—will inform your campaigns well into autumn and beyond. By refreshing your copy, deploying time-sensitive promos, and updating your visual identity with intentional color choices, you’ll not only boost your summer performance but build a playbook for perpetual growth.

At PLAY Creative, we believe that every season offers an opportunity to learn something new about our audiences. This summer, let’s not just chase clicks—let’s chase understanding. Because when you know what makes people tick under the sun, you’ll know how to connect with them at any time of year.

¹ Benchmark data: 15% average lift in summer email open rates.
² Retail promo conversion uplift: 30–50%.
³ Marketing automation: 9% lift with countdown timers.
⁴ Bundle AOV increase: 25%.
⁵ 3M Corporation, “Science of Visual Processing.”
⁶ Color Marketing Group, “The Impact of Color on Brand Recall.”