Xem thêm

Seasonal Trends in Event Planning

Many industries experience seasonal trends in business. In retail sales, the Back-to-School season from August to September is second only to the Holiday Season between late November and the end of December. But did you...

Seasonal Trends in Event Planning

Many industries experience seasonal trends in business. In retail sales, the Back-to-School season from August to September is second only to the Holiday Season between late November and the end of December. But did you know that event planning also has its own seasonal trends? Let's explore how different times of the year can impact event planning and what it means for event professionals.

Recognizing Trends in Event Planning

Eventective has identified three times of the year when event planning displays distinct upward trends: spring (April-May), early fall (September-October), and mid-winter (January-February). These trends can be seen in the figure above, showcasing a two-year timeline.

Spring Has Sprung

As late winter gives way to spring, event planning begins to heat up a bit too. This time of the year sees a modest increase in planning traffic. One of the reasons behind this bump is the upcoming high school and college graduations. Friends and family are looking to book graduation parties, both large and small, which usually take place from late April through June. Additionally, this is also the time when summer family reunions are being planned. Outdoor venues and resorts can fill open summer dates during this period, so it's an opportunity for event professionals to secure bookings.

Back to Work

While summer is the busy season for many event professionals, inbound requests take a slight dip as people are off having fun at events or on vacation. However, when summer comes to an end, event planning sees its next modest rise in September and October. At Eventective, we have dubbed this the Holiday Planning Season. Children are back to school, parents are back to work, and many companies begin to look ahead to year-end celebrations. As a result, holiday party planning requests flood in over these two months, bringing joy to event professionals seeking to fill their calendars for the year-end.

No Rest for the Weary

When the Holiday Season kicks into full swing, planning volume drops off as event professionals focus on creating memorable holiday events. However, almost before the cleanup from the last holiday party is complete, the first requests of the New Year begin to pour in. January is the busiest season for event planning. The New Year brings new company budgets, resolutions for connecting with family and friends, and newly engaged couples planning their big day. It's a time filled with opportunities for event professionals. In fact, meeting, wedding, and party requests double in January compared to the prior month.

Seasonal Trends in Event Planning

But why is there such a discrepancy between the event planning cycle and the event cycle? The more moderate temperatures and predictable weather patterns of summer make it the best time for an event, while travel and work schedules support the winter event lull. Additionally, the planning horizon (time between the event request and the event date) for different event types determines when the requests are submitted. On average, weddings have an 8-9 month planning horizon, parties have a 3-4 month horizon, and meetings have a 2-3 month horizon. Planners having their event in the peak Spring/Summer period usually submit their requests in the winter months.

So, just as retail stores prepare for Black Friday, it is crucial for event professionals to prepare for January. Position yourself for success by updating your online presence with compelling descriptions, fresh photos, and your latest prices. Put your best foot forward and greet the planners as they come knocking. Download our Best Value in Event Marketing PDF today to learn more about what Eventective has to offer.

Remember, understanding and capitalizing on seasonal trends can help you stay ahead of the game and maximize your event planning opportunities. Happy planning!

Comments

1