Get ready for the seasons ahead with these top marketing opportunities to watch.
The warmer months are full of exciting occasions—such as weddings, BBQs, and football season—when brands can connect with their audiences in fresh and innovative ways. To make the most of these moments, businesses must pivot their strategies and embrace trends like the rise of AI marketing tools and the necessity of short-form videos.
Here’s an overview of the key moments and trends taking center stage this spring and summer, along with tips on integrating your SMS and email strategies.
Commit to sustainability this Earth Day
As Earth Day approaches on April 22, brands with initiatives in place can tap into the growing consumer demand for sustainable products and practices. A NielsenIQ study revealed that 61% of UK consumers agree sustainability is more important than it was two years ago. This global event dedicated to environmental protection is the perfect opportunity to showcase green practices and engage with like-minded customers.
Spotlighting your eco-friendly products through SMS and email is a great way to reach subscribers who value sustainability. Use purchase history to recommend environmentally responsible products that complement what customers have already bought. For example, if a customer previously purchased an ethically sourced dress, send an email highlighting bags or shoes in that range. If the customer engages but doesn’t purchase, you can send a text message notifying them of price drops or low inventory to encourage a conversion.
Incorporating sustainability into your marketing efforts doesn’t stop on Earth Day.
By authentically incorporating sustainability in your brand all year round, you contribute to a better future and appeal to a growing, environmentally conscious customer base.
Fire up BBQ season with short-form video
Short-form videos have become a key format for engaging your audience, with platforms like TikTok and Instagram Reels leading the charge. Whether showcasing BBQ and garden essentials, grilling tips, or recipe ideas, video is perfect for grabbing the attention of potential customers. In a time when attention spans are shorter than ever, offering quick, engaging content is essential to keep your audience hooked.
Make videos a part of your campaigns this BBQ season. Send an SMS to high-intent subscribers—those who’ve shown interest in related products but haven’t made a purchase—with a link to a short video showing how your products can enhance gatherings. You can also incorporate videos into your post-purchase journey, offering set-up guides and cooking tutorials to add value to their purchases and enhance their overall experience.
What’s more, short-form videos can be repurposed across multiple platforms, saving time and resources without the need for constant new content creation. Collaborating with influencers, who continue to thrive across video platforms, can expand your reach and bring your content to larger, more targeted audiences.
Football fever sweeps the nation
The spring/summer football calendar is packed with the FA Cup, Premier League, UEFA Champions League, and the first-ever FIFA Club World Cup, which happen within weeks of each other. Football is more than just a sport in the UK—it’s a cultural phenomenon that brands can tap into. In 2023, adults spent over 9B hours watching and playing sports, generating £10B in revenue for the UK economy. With even more high-profile games and events this year, the opportunities for brands to connect with this audience are unparalleled.
Use SMS and email to share exclusive promotions and products related to football events. For example, highlight special collections, send a game-day discount ahead of the FA Cup final on May 17, or offer a score-based deal after a match.
Create tailored experiences for wedding season shoppers
Consumers expect more than just generic content—they want personalized, relevant experiences that speak directly to their interests. According to our recent UK consumer survey, 52% want brands to better tailor offers and discounts to their interests and past purchases. This makes hyper-personalization more important than ever, and a trend that brands shouldn’t overlook.
As wedding season approaches, capture data by segmenting your audience based on information and preferences, like wedding dates, styles, and shopping habits. Use SMS and email to deliver targeted, personalised experiences. For example, a retail brand could collect details about a customer’s wedding plans during sign-up and offer personalized recommendations for dresses, accessories, or skincare to ensure they feel their best for the big day.
You can also send tailored messages based on location. For brands running experiential events like pop-ups and sample sales, SMS is an effective way to notify nearby customers. By creating these tailored experiences, you can ensure shoppers feel catered to, driving engagement during the season.
Celebrate graduation season with loyalty campaigns
Graduation is a time for students and their families to celebrate milestones, and an opportunity for brands to spotlight seasonal products that cater to the occasion, such as gifts, ceremony outfits, and travel essentials for the next chapter.
Use SMS and email to connect with students and families. Tailor your messages to match the behaviour of your customer segments, such as offering personalized gift recommendations or discounts for graduation-related products. Build excitement by creating exclusive pre-order opportunities for popular graduation items. Use SMS to notify high-intent subscribers with a VIP access link, allowing them to pre-order limited edition or highly sought-after goods before they hit the shelves. It can encourage higher spend, too. Our UK consumer survey revealed that one in ten are likely to spend more than planned when enrolled in a loyalty or VIP program.
Ready to make the most of the spring/summer marketing trends? Leverage these seasonal marketing moments to create fresh brand experiences that drive engagement and boost conversions. Explore our SMS gallery, Texts We Love, and the holiday marketing calendar to discover key dates and inspiring campaign ideas for 2025.
