Think no one’s paying attention during the holidays or summer? Think again. Quiet periods may just be your loudest opportunity to grab the spotlight.

The end of year holidays are a battleground for many consumer-facing brands. And the hotter months are filled with seasonal offers. But for as long as I can remember, the rest of the marketing world – and nearly all of the B2B brands — has lived by a seasonal gospel: don’t run major campaigns during holidays or summer. The assumption? People are distracted, not paying attention, and too busy enjoying life to notice our carefully crafted messages. But here’s the thing: what if this belief, clung to for decades, is actually wrong? Worse, what if it’s costing us real opportunities to capture attention precisely because everyone else is retreating?
I have held this contrarian opinion for a long time. And my agency has occasionally convinced clients to launch products and campaigns during these supposed down periods. In fact, we have had some of our most successful activations in the dead of summer and a number of non-Xmas, very well-attended media events and openings in the final days of December. So, think about it: what if the supposed “off-periods” are the best time to get noticed? After all, fewer competitors jostling for attention could mean more breathing room for our campaigns to shine. And, frankly, it might be the perfect time to disrupt old habits and test some new waters.
The Myth of Distraction
The prevailing wisdom has always assumed that holidays and summers equal disengagement. But data from the past two years suggest the opposite. Consider this:
Social Media Usage Spikes: According to a 2023 report by Meta, social media usage during holiday seasons increases by 20%-25% as people share festive moments, scroll through wish lists, and kill time between family dinners.
More Free Time = Higher Engagement: A 2023 HubSpot study found that email open rates during December were 10% higher compared to September, as professionals used quieter workdays to clear their inboxes and catch up on missed communications.
As it turns out, while consumers may be shopping for gifts or lounging on a beach, they’re still scrolling, clicking, and engaging—just in different ways than we might expect.

The Underrated Advantage of Reduced Competition
Launching a campaign during traditionally “quiet” periods doesn’t just mean catching your audience while they’re less distracted. It also means you’re up against fewer competing voices. And that has measurable benefits:
WordStream’s 2022 analysis revealed that cost-per-click (CPC) rates drop by 10-20% during summer and holiday months, as fewer advertisers compete for keywords.
Fewer campaigns mean better ad placement at a lower cost. Netflix’s strategic summer drops—including Stranger Things in 2022—took advantage of this lull, earning massive engagement when entertainment competition was low.
Professionals Aren’t on Vacation from Content
Here’s a little insider secret: professionals often use these supposedly “quiet” times to catch up. Cleaning out their inboxes, reading long-form articles they bookmarked months ago, and finally opening that whitepaper from Q2? These are the kinds of activities that thrive in downtime.
A Campaign Monitor study from April 2023 noted that email campaigns sent during the holiday season achieved 15% higher click-through rates compared to emails sent during peak work periods in Q1 and Q3. For example, Slack’s December campaigns targeting decision-makers—focused on preparing teams for the new year—saw 30% higher engagement rates than similar campaigns launched in January.
It’s not just about consumers being “off”—professionals are often scooping up communications and content that would otherwise be lost in the chaos of busier periods.

Standing Out with Contrarian Timing
Let’s face it: the marketing landscape can get pretty crowded during predictable “busy” times. But being one of the few voices speaking when others go quiet can make your message pop. Consider these examples:

Launched in the “dead” of summer 2021, Oreo’s Nostalgic Summer digital campaign evoked family memories and earned 15% higher engagement rates compared to winter efforts.
Targeting families planning their post-holiday escapes, Airbnb ran campaigns during Christmas week, achieving a 20% spike in bookings compared to January launches.
So, Should You Be Contrarian?
It’s not about blindly launching every campaign during the holidays or summers; it’s about understanding your audience and the opportunity:

It’s not about blindly launching every campaign during the holidays or summers; it’s about understanding your audience and the opportunity:

1. Know Your Audience: Are they consumers scrolling for gift inspiration or professionals catching up on content? Tailor your message to their seasonal mindset.
2. Use Strategic Timing: Mid-holiday and mid-summer campaigns stand out when most competitors have gone silent.
3. Test & Learn: Pilot a campaign in a traditionally “off” period. Measure engagement rates, CPCs, and ROI compared to traditional timings.
4. Be Creative: Experiment with themes that align with the season. For example, light, inspiring summer content or reflective end-of-year messaging can resonate deeply.
   The Bottom Line
   Marketing has always been about breaking through the noise. But sometimes, the best way to do that is to find the moments when the noise fades. By challenging the old habits of avoiding holidays and summers, you might just uncover new opportunities to connect, engage, and convert—all while your competitors are napping.
   As for me, I’m all for testing the contrarian approach. After all, the best ideas often come when we dare to question what everyone else takes for granted. And if we fail? At least we’ll know—with data to back it up.