Welcome back, Product Bosses! If you’ve noticed your sales dropping in June or July, I want you to hear this first: it’s not your fault. This is a predictable pattern that happens across product businesses every year, and once you understand it, you’ll stop blaming yourself and start acting strategically.
HOW TO TURN SUMMER SLOW MONTHS INTO SALES OPPORTUNITIES
I call these the “J months”—January, June, and July. During this time, your customers’ spending priorities shift. In June, families are planning vacations, camps, and summer activities. By July, many are away from email and social media, their attention elsewhere, and discretionary spending is going toward experiences instead of products. Even if your brand sells great products, you’ll see dips in sales because your audience is temporarily unavailable.
The brands that succeed during these slow months don’t just wait—they manufacture demand. Amazon created Prime Day in July to counteract low sales periods, and retailers have been running Christmas in July events for decades. These strategies give customers a reason to buy, even when they might not have planned to. I use the same principle with product business owners: if you want sales in the slow months, you have to create them.
Here are the three moves I recommend to generate revenue during summer:
Run a Christmas in July event. Pick a date, name your sale creatively, offer discounts or best-seller promotions, and make it feel like a holiday celebration. Timing is key—mid-July works perfectly after the Fourth of July.
Create a summer-themed bundle. Combine your best-selling products into a curated summer set. This increases perceived value, boosts average order value, and gives customers a reason to purchase multiple items at once.
Reactivate past customers. Pull a list of customers who haven’t bought in the last 30–90 days and send a warm, personal email. Remind them of your products, share what’s new, and offer assistance. Small, thoughtful nudges like this can generate $5K–$15K in a week for many product businesses without new products or launches.
Beyond immediate sales, slow months are strategic months. Use June and July to prepare for Q4, the season where 40–60% of annual revenue often happens. Drive a little revenue now with these high-leverage moves, and invest the rest of your energy in preparing for the months that really pay off.
Product Boss, remember: slow months aren’t a sign that your business is failing—they’re a signal to act strategically. By manufacturing demand, creating summer bundles, and reactivating past customers, you can keep sales flowing and set yourself up for a strong, profitable Q4.
In This Episode, You’ll Learn:
00:00 Why are your product sales slowing down this summer?
02:30 The "J-month" pattern every product business owner should understand.
05:45 What Amazon Prime Day teaches you about creating demand during slow seasons.
08:00 How can a Christmas in July promotion boost summer sales?
09:45 Why bundles often outperform discounts alone.
11:00 Ways to reconnect with past customers and generate new sales.
13:15 Why slow months are the best time to prepare for a successful Q4.
14:45 Which strategy should you implement before Monday?
Resources + Links
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