The summer holidays can completely change the rhythm of running a small business. For some, it’s one of the busiest times of the year. Cafés are full of families, attractions are welcoming more visitors, retail shops see more footfall, and hospitality businesses are working flat out.
For others, things slow down. Clients are away on holiday, enquiries become less frequent, and September can’t come soon enough.
Neither situation is better than the other. They simply require a different approach to your social media.
At SMR Social, we also understand that many business owners are juggling work with six weeks of entertaining children, family days out and trying to enjoy a bit of summer themselves. Social media can quickly slip down the priority list.
The good news is that with a few small adjustments, you can still make the most of the summer, whether you’re busier than ever or finally have a little breathing space.
If Summer Is Your Busy Season, Don’t Aim for Perfection
One mistake we see every year is businesses disappearing from social media because they’re simply too busy. We completely understand it. If you’ve got customers walking through the door all day, your priority should absolutely be serving them well.
But disappearing completely can mean missing some fantastic content opportunities. Instead of trying to produce polished videos or perfectly designed graphics, capture what’s already happening around you.
- A busy café? Film the atmosphere.
- A fully booked salon? Share a quick photo of the day’s transformations.
- A bustling garden centre? Show customers browsing the displays.
These moments don’t need heavy editing. In fact, they’re often more engaging because they feel authentic. Your audience enjoys seeing businesses that are genuinely busy.
Let Your Customers Create Some of Your Content
Summer is one of the easiest times of year to encourage user-generated content. Families are out enjoying themselves. People are taking photos. They’re already sharing their experiences online. Give them a reason to tag your business.
Repost customer photos (with permission), share positive reviews to your Stories, or feature happy customers enjoying what you offer. Not only does this save you time, but it also builds trust because people love seeing real customers enjoying real experiences.
Don’t Feel Guilty About Posting Less
Consistency matters. Posting every single day doesn’t. If you’re genuinely too busy serving customers, it’s perfectly acceptable to post a little less frequently for a few weeks. One strong post showing a busy business is far more valuable than several rushed posts that don’t really say anything. Quality will almost always beat quantity.
If Summer Is Your Quiet Season, Use It Wisely
For other businesses, summer can feel noticeably quieter. While everyone else is away enjoying holidays, your inbox might become a little less busy. As frustrating as that can feel, it also creates an opportunity. Instead of seeing quieter weeks as lost time, think of them as preparation for the busy months ahead.
Build a Content Library for September
One of the best investments you can make during a quieter period is creating content you’ll use later.
- Spend a morning filming videos.
- Take photos around your workplace.
- Write captions.
- Record answers to frequently asked questions.
You don’t have to publish everything immediately. Having a bank of ready-to-go content makes life so much easier when business picks up again. Future you will be very grateful.
Experiment While the Pressure Is Lower
Quiet periods are also a great time to try something different.
- Test a new style of Reel.
- Film yourself talking to the camera.
- Try a trending format.
- Experiment with different hooks or editing styles.
If something performs brilliantly, fantastic. If it doesn’t, you’ve learned something without risking content during your busiest trading period. Social media rewards businesses that are willing to experiment.
Review What’s Already Working
Summer can also be the perfect time to take a step back and look at your analytics.
- Which posts have generated the most enquiries this year?
- Which Reels reached the most people?
- What topics generated the best conversations?
Your own data is one of the best marketing tools you have. Instead of guessing what to post next, let your audience tell you.
Remember That People Are Using Social Media Differently
The way people use social media often changes during the summer.
- They’re posting holiday photos.
- Sharing family days out.
- Looking for local places to visit.
- Searching for things to do with the children.
- They’re generally spending a little less time thinking about work and a little more time enjoying themselves.
That doesn’t mean they disappear from social media. It means your content should reflect the mood. A light-hearted behind-the-scenes video might perform better than a serious sales message. A quick summer tip could attract more attention than a lengthy promotional post. Think about the mindset your audience is in before you decide what to publish.
Don’t Forget You’re Allowed to Enjoy Summer Too
This might be the most important tip of all. As small business owners, it’s easy to feel like we should be working every spare minute. But summer only comes around once a year. Spend time with your family. Go on holiday if you can. Enjoy the sunshine while it lasts. Social media should support your business, not stop you from enjoying life outside it. If that means scheduling a few posts in advance or posting slightly less often for a couple of weeks, that’s absolutely fine. Your audience will still be there when you get back.
What We’ll Be Doing at SMR Social
Like many families across the UK, we’ll be balancing client work with entertaining two children who are now off school for the summer. Some mornings will start a little earlier. Some afternoons will be spent making memories rather than sitting behind a computer. That’s one of the reasons we always encourage businesses to plan ahead where they can. Social media doesn’t have to be all or nothing. Whether your business is thriving through the summer rush or enjoying a slightly quieter spell, use the season in a way that works for you.
- Capture the busy moments.
- Prepare for the busy months ahead.
- Stay visible where you can.
And don’t forget to enjoy a bit of summer yourself. Because when September arrives, you’ll be glad you made the most of it.