Ahhh, the shoulder months. That awkward little stretch of the year when the phones stop ringing quite as often, and you suddenly remember what it’s like to have… spare time.
If you run a seasonal business — HVAC, golf carts, salons, pool service, massage therapy, landscaping — you know the feeling. One minute you’re scrambling to keep up with demand. The next, you’re wondering if your inbox is broken because it’s just. so. quiet.
Here’s the thing — that in-between time? It doesn’t have to be a dead zone. With a little creativity, a dash of strategy, and a sprinkle of hustle, you can absolutely turn those slower months into some of your most productive — and profitable — times of the year.
Some of the smartest business owners I know actually love shoulder months. Why? Because they use them to lock in future work, bring in steady revenue, build customer loyalty, and keep the pipeline nice and full — so when peak season does roll around, they’re already ahead of the game.
And you can do the same. Let’s dig into a few ways to turn your “slow season” into a “sold season” — with plenty of fun examples from all kinds of industries.
Sell Ahead with Pre-Season Promos
One of the absolute easiest ways to bring in cash during quiet months is to pre-sell services for the coming season. People LOVE to feel prepared — especially when you give them an excuse to avoid the last-minute rush.
HVAC companies can run “Beat the Chill” furnace checkups in early fall or “Stay Cool” A/C tune-ups before summer kicks in. Golf cart dealers can promote “garage-ready” battery maintenance packages in the fall.
Salons? How about “Book now, glow later” packages for upcoming events — think weddings, graduations, proms, or even “get holiday party ready” skin packages. Massage therapists can pre-sell multi-session bundles or New Year’s “get back on track” wellness specials.
Simple example:
“Book your spring pool opening package NOW and save 20%! Skip the waitlist and lock in your preferred date.”
It works because customers appreciate being proactive — and you’ll love seeing the revenue land before your season kicks off.
Launch a VIP Club or Membership Program
If you want to turn those dips in revenue into a nice, even line? Memberships are your new best friend.
When you offer a VIP club or membership — with a set of bundled services, discounts, or priority scheduling — you create predictable income month after month. It helps balance the crazy highs and the inevitable lows of seasonal demand.
An HVAC “Comfort Club” might include two annual tune-ups, a discount on repairs, and front-of-the-line service. A golf cart dealer could offer a service membership with annual battery checks and priority upgrades. Salons can create facial memberships or hair blowout clubs. Massage therapists can offer monthly packages — and so on.
Example:
“Join our Glow Club — one facial per month + 10% off products + early access to promos — just $59/month!”
Recurring revenue? Yes please.
Diversify Your Services During Shoulder Months
This is where things get fun — because slow season is the perfect time to experiment. What ELSE could you offer that customers might want during your off months?
HVAC businesses might lean into indoor air quality — selling air purifiers, humidifiers, or smart thermostat installs. Golf cart shops can push accessories (custom seats, new batteries), gift cards, or storage prep services.
Salons can branch into body treatments or “winter glow” skin packages. Pool services can offer gutter cleaning or even holiday lighting install services. Massage clinics can promote “detox & de-stress” packages after the holiday chaos. Chiropractors can market posture or mobility workshops for folks who have been sitting too much all winter.
Bottom line — off-season is a great excuse to flex those creative muscles and bring in new streams of revenue you might not have thought of during peak times.
Stay Visible with Email & Social Media
If there’s one mistake I see again and again? It’s businesses going silent during their slow months. If you disappear, so will your customers. But if you keep showing up — through email, socials, even postcards — you’ll stay top of mind, and that’s half the battle.
The good news is, shoulder months are actually the best time to:
- Share helpful tips
- Run contests
- Post fun behind-the-scenes team stories
- Educate your audience
- Offer early bird deals
- Stay connected with your community
Sample subject line ideas:
“5 Quick Tips to Keep Your Furnace Running Smoothly”
“How to Winterize Your Golf Cart”
“Hair SOS: Winter Care Tips for Shiny, Healthy Locks”
Even a simple post like:
“Just because it’s winter doesn’t mean your golf cart should hibernate. Book your battery checkup today and avoid spring surprises!”
A little visibility goes a long way.
Offer Gift Cards & Seasonal Bundles
Shoulder months often bump right up against the holidays — which means there’s a great opportunity to sell gift cards or service bundles.
These are perfect for holiday shoppers looking for practical, thoughtful gifts — AND they bring in revenue at a time when you can really use it. Plus, they give you future work to look forward to!
Examples:
Golf carts → Gift cards for parts, service, or rentals
HVAC → “Gift of comfort” tune-up gift cards
Salons → Holiday bundles (hair + facial + products)
Massage clinics → Relax & Renew massage gift cards
Pool companies → Pre-sell “Pool Opening” gift certificates for spring
Pro tip: promote these early — people are looking for gift ideas well before December.
Tap Your Current Customers
Your easiest wins during shoulder months? They’re in your own database. It’s WAY cheaper (and faster) to sell to people who already know and trust you.
That’s why shoulder months are prime time to:
- Reach out to top customers
- Send “We Miss You!” postcards
- Call or text VIP clients
- Segment your email list and target repeat buyers
Example script:
“Hey Susan! We’ve opened early booking for our spring facial packages — want me to get you on the list?”
Often, a friendly nudge is all it takes to turn a quiet month into a booked-up one.
Partner with Other Businesses
Don’t go it alone — sometimes a great partnership is the secret to a profitable slow season. Look for other local businesses that serve your same audience — and figure out how you can team up for mutual benefit.
HVAC + real estate agents → New homeowner comfort packages
Salons + bridal boutiques → Wedding prep packages
Golf carts + RV parks → Welcome gift bundles
Pool services + landscapers → Outdoor care bundles
Massage clinics + gyms → “Get Fit, Stay Loose” wellness specials
Bonus: partnerships often help generate NEW customers you might not reach otherwise. Plus, it keeps things fun — which we can all use during a quieter month!
And I’ll Leave You With a Story…
One of my favorite success stories comes from a salon owner I worked with. Every year, she dreaded February — no one was booking after the holiday madness, and cash flow always dipped hard.
One year, instead of just “waiting it out,” she decided to shake things up. She sent out a “Love Yourself” February facial special — $20 off any facial booked that month.
She launched a VIP membership ($59/month for one facial + perks), and she partnered with a nearby florist — customers who booked services around Valentine’s week got $10 off their flower order.
Guess what happened? February went from her worst month to one of her BEST months — packed with bookings, new membership signups, and lots of happy (repeat) customers.
All because she didn’t sit back and wait. She used that shoulder month to get proactive — and it paid off.
Final Thoughts:
Slow seasons happen — for every business. But with a little planning and creativity, they don’t have to be a drag on your revenue. In fact, shoulder months can be an awesome time to:
✨ Try new offers
✨ Build customer loyalty
✨ Partner up
✨ Generate cash flow
✨ Get ahead of the competition
So — what’s one thing YOU can do this month to turn your “off” season into an “on” season? Go for it. Your future self (and your bank account) will thank you. 🚀
