Experts share how to prepare your business for the ‘summer slump’.
With summer holidays fast approaching, increased annual leave and shifts in consumer habits can often cause a seasonal slowdown in business performance.
Research shows that around two-thirds of B2B companies experience a dip in summer sales, with three-quarters reporting drops of 20% or more. Forward planning is key, turning what might otherwise be a quiet period into an opportunity to strengthen and reset your business.
To help businesses prepare, insolvency specialists Liquidation Centre and Director Richard Hunt share their practical advice for managing the “summer slump.”
Why the “summer slump” happens
As employees take holidays and consumer priorities change, many businesses, particularly those outside of travel, leisure and hospitality, tend to see revenue fall between June and August. Understanding these seasonal shifts is the first step to staying proactive and making the quieter months work to your advantage.
Richard Hunt, Director at Liquidation Centre, explains:
“Summer can be a challenging time for business owners, especially if demand for your services naturally dips. Consumer spending habits evolve, and businesses often have to adapt quickly to those changes.
“But it’s not just about consumer behaviour. Internally, the season can bring disruption too, with staff taking annual leave, others picking up extra work, and morale potentially dropping. That’s why forward planning and clear communication are essential to keeping things running smoothly.”
Richard adds that supporting employee wellbeing, preparing for temporary dips in income, and staying flexible can make all the difference.
Expert tips for handling the summer slowdown
1. Plan ahead
Summer dips are predictable, they happen every year, so use data from previous summers to identify patterns and plan accordingly.
“Looking back at past performance helps you set realistic expectations,” says Richard. “If you know when the dip tends to happen, you can plan your cash flow and marketing accordingly. And if the drop feels unmanageable, consider exploring alternative revenue streams that align with seasonal demand.”
2. Invest in your team
A quieter period is a great time to focus on staff training and development. Upskilling your team now can boost confidence and efficiency, setting you up for a stronger return later.
“Ask your team how they’d like to grow professionally and personally,” Richard suggests. “Investing in training during the slower months helps keep motivation high and strengthens your workforce for busier times ahead.”
3. Review your processes
With fewer daily pressures, summer can be the perfect time to evaluate how your business runs.
“Use the downtime to review your internal systems, look for ways to automate repetitive tasks, and ensure your website and customer touchpoints are as effective as possible,” says Richard. “Small operational changes now can have a big impact later.”
4. Keep your audience engaged
Even if sales are slower, consistency in your marketing and communication is key.
“Your customers may be quieter now, but they’ll return,” Richard says. “Keep your brand visible, stay active online, and continue building relationships so your business is top of mind when spending picks up again.”
He concludes:
“While summer can bring a dip in activity, it also offers space to refocus, review and re-energise your business. Transparency, planning and staying connected with your team are vital. And if the downturn feels more serious than usual, it’s always best to seek professional advice early.”