Winter in northern Michigan is beautiful… but it can also be very quiet. Slow seasons are when an ecommerce website becomes a lifeline, not a luxury.
With fewer tourists walking through downtown Petoskey, Harbor Springs, or Boyne City, local retailers feel the dip in foot traffic.
Sure, winter foot traffic slows down in northern Michigan, but your sales don’t have to.
An ecommerce website gives your local customers and new online shoppers a way to buy from your store year round. That’s a great boost for you when sales are usually slow.
Why does Ecommerce matter most during northern Michigan’s slow winter months?
Ecommerce Website Sales When Foot Traffic Drops
Online shopping doesn’t slow down just because of winter weather or because the tourists are gone.
In fact, ecommerce tends to stay steady even when in-person sales dip. January, February, and March are traditionally slow months for ecommerce, but if your business can run targeted promotions and online campaigns, you can still see revenue.
For northern Michigan retailers, this means:
- Locals can still shop even when the roads are icy or the temperature is -10.
- Tourists who loved your shop in summer can keep buying year round.
- You’re no longer dependent on seasonal walk-ins to survive the winter.
Ecommerce Helps You Reach Beyond the Tourist Season
We love it when the tourists come to northern Michigan ready to buy. Tourists love northern Michigan shops!
But once they go home, they’re gone. Unless you have an online store that lets you:
- Sell to past shoppers who want to reorder their favorite items.
- Reach new customers outside the area – think global!
- Build a customer base that’s no longer tied to the weather or travel season.
Winter Is the Perfect Time for Online Promotions
After the holiday rush, everyone is looking for deals and seasonal sales. I’m one of those consumers who waits for post holiday promotions to do some shopping in January and February.
This is a perfect opportunity for your retail shop to:
- Offer winter-themed sales and deals
- Promote all those clearance items you need to move
- Launch and announce new products available online
How to Promote Your Ecommerce Website (and Where)
Once your online store is live, there are some easy and effective ways to drive traffic, especially during slow months.
Social Media – Facebook, Instagram, TikTok
Your social media channels are a great place to promote your products because locals and tourists follow small businesses they love. Ideas for promotions include new arrivals, winter specials, shop from home reminders, and short product videos.
If you sell clothing, create some short “try on” reels showing a staff member wearing your products. These are really popular on TikTok.
Google Business Profile
Even when your foot traffic is slow, people are still searching for local shops online. Your Google Business Profile helps you show up in local search results, even when customers aren’t physically nearby.
Make sure your Google Business Profile is optimized, you have a link to your online store, and then post weekly updates with a link to products. You can now schedule posts on your Google Business Profile which is a huge time saver!
Email Marketing
Email is still one of the highest ROI marketing channels. Sending email newsletters is really effective for staying connected with tourists who want to shop year round from home.
Use a tool like MailChimp or Constant Contact and add their “subscribe” code to your website. Now you can send monthly newsletters with special discount codes and product spotlights.
Remember, people who subscribed are waiting to hear from you!
Sleigh Winter with an Ecommerce Website
Once your shop is live, it will be easier to promote your products through social media, email, and your Google Business Profile. Now your business stays visible, even in the quiet months.
An ecommerce website helps your retail business stay strong year round!
Check out my Ecommerce Website Plan and Pricing
