How Seasonal Trends Shape Merchandise Strategies

In the same way that seasonal changes can have us swapping T-shirts for coats, seasonal trends can have a large influence on strategic merchandise strategies. It’s getting harder and harder for brands to effectively connect with their audience of potential and existing customers. That’s where seasonal trends can play a key role in merchandise strategy, helping to keep your brand warm in the winter, cool in the summer, and ready to capture attention every day in between.

At Brandconnect, we pay close attention to how promotional campaigns and merchandising strategies can best align with the most pressing needs and behaviours of consumers throughout the year. This allows us to empower our own customers with insights across how promotional merchandise can remain strategic, relevant and timely, rather than being ignored for another option. Here’s how we see seasonal trends shaping merchandise strategies.

The right merchandise at the right time

As with many things in life, timing is everything when it comes to the power of promotional merchandise. Merchandise that doesn’t feel thoughtful, strategic or aligned can quickly fall to the wayside. Merchandise that achieves these necessary elements, however, can instead become a part of your consumers’ everyday lives.

Seasonal merchandise is one way you can make sure your promotional efforts truly connect and move the needle. Each season offers a new chance to connect with your customers:

In summer, cooling accessories, outdoor or adventure merchandise and travel essentials can all make a splash
In winter, consumers are reaching for cosy merchandise gifts, warming treats and snuggly apparel
In spring, eco-conscious merchandise can make a world of difference
In autumn, trans-seasonal merchandise has a moment to shine as the weather cools once more and we return to everyday routines after summer breaks

A simple swap can go a long way. For example, if branded water bottles are a go-to merchandising move throughout the year, why not pair them with infused iced teas in summer or a branded thermal sleeve during winter?

Making the most of seasonal connection opportunities

Of course, making the most of seasonal trends is about more than just matching products to the weather. By understanding the emotional seasons and behaviours that our customers exhibit in different moments throughout the year, seasonal trends can directly influence merchandising strategies for the better.

Consider:

Which holidays or national celebrations align with your merchandising strategy?
Are there corporate or company milestones you can celebrate in your promotional merchandise?
Does your brand naturally align with one season more than another, one holiday over another, or one emotion over another?

By considering the strategic opportunities your brand has to pair thoughtful merchandising with a wider season - whether environmental or emotional - you can increase the chances it has to meaningfully connect with your consumers.

How you can plan your own seasonal merchandise strategy

Once you’ve identified your seasonal merchandise opportunities, it’s time to plan them strategically. This requires a proactive approach that means your merchandise is ready exactly when you need it - and you’re not giving out Christmas-themed gifts in April!

We recommend taking the following strategic approach:

Plan ahead. Seasonal merchandise needs to be ordered in advance in order to be branded, completed and delivered on time.
Align your merchandise with your customer needs. Take a look at our wide range of merchandise and promotional gifts to find the perfect choices for each season and strategy.
Monitor your strategy. There’s always space to improve your learning when it comes to the power of promotional merchandising. Are your customers begging you for another branded pen, because they love the way the last one writes and they’ve used its ink up already? Are branded caps a great way to go each summer for your business? Pay attention to what’s working - you’ll make your life easier the next time that season comes around!

Seasonal trends are more than just a passing merchandising fad. They’re opportunities to build authentic and engaging brand experiences that elevate your brand’s recognition year-round.

Find the support you need to make the most of seasonal trends in your brand’s merchandise strategy at Brandconnect. Whatever your merchandising dream is, we’re here to make it a reality.

7th Mar 2025