Marketing campaigns during peak summer – Turning hot temperatures into successful sales

Peak season for ice-cream parlours and cafés starts with summer temperatures hitting the 30-degree mark. However, anyone who thinks selling ice-cream in hot weather is a guaranteed success underestimates the potential of clever marketing campaigns. Because the hot days do far more than attract passing customers – they provide the ideal opportunity for eye-catching campaigns that can increase sales, brand loyalty and visibility.

The value of summer promotions

Spontaneous purchases, more time spent outdoors, regular social media updates – popular activities once the summer season arrives. Taking advantage of these trends can transform heatwaves into top sales figures. The key here is to provide a quick response, an emotional approach and genuine added value.

1. Flash sales during record temperatures: The spontaneous sales booster

Idea: A special temporary promotion starts once the weather in your area reaches a certain temperature (e.g. 32°C):

• Two scoops for the price of one
• Free topping for orders placed before 3 pm
• Special price for specific ice-cream flavours

Implementation: Advertised through social media, using push notifications on your app or with a pavement sign or sandwich board in front of the shop. The spontaneity of flash sales is what makes them so successful – the key is to stay flexible and prepare well.

2. Ice-cream flat-rate: Customer retention with surprise effect

What is an ice-cream flat-rate?
A temporary summer promotion where customers pay a one-off amount to receive a scoop of ice-cream every day for a limited period.

Example:
For €19.90, customers receive a scoop of ice-cream every day for two weeks – ideal for those with children in the summer holidays.

Advantages:

• You generate advance payments
• You are promoting regular visits
• You are establishing a loyal customer base

Important: A clear communication of the rules (e.g. only certain flavours, per person, per day). A digital solution can simplify organisation, e.g. using a bonus app or customer loyalty card.

3. Free samples: Small, but effective!

Particularly when it comes to new varieties or unusual flavours, providing customers with the opportunity to sample the latest creations is the best way to get them on board. Hot summer days are perfect for this:

• Taster portions distributed at the entrance to the ice-cream café or parlour
• Promotions organised outside in front of the shop
• Sample boxes for regular patrons

Costs vs. benefits: The cost of goods sold is low – however, the impact they make enormous. This is also an ideal opportunity to showcase vegan or allergy-friendly ice-cream varieties.

4. Social media challenges: Turn customers into brand ambassadors

Not only do people enjoy ice-cream in the summer, they like to share their experience with others online. Make the most of this and start targeted promotions:

• #Sunny scoop challenge: Whoever posts the best ice-cream selfie wins a free ice-cream or merchandise from your business.
• Variety voting: Have your community vote for the scoop of the day when temperatures rise above 35°C.

Effect: Wider reach, greater interaction and visibility beyond the regular customers.

5. Ice-cream deliveries in hot weather – Going the extra mile

Ice-cream deliveries to local companies or care homes at the hottest time of the day? A mobile ice-cream service often proves very popular in big cities or office parks.

Sample promotion:
“Ice-cream in the Office” – Free delivery for orders of five portions or more (within a radius of 2 km). This can be combined with pre-order options via WhatsApp or Instagram.

6. The “Happy Heat Hour” – Successful sales during off-peak times

The days are often the hottest between 2 pm and 4 pm – when senior citizens or families with small children prefer to stay indoors or at least out of the sun. Advertise specific promotions during this time:

• Smaller portions at special prices
• Shaded seating options with table service
• Iced coffee or sorbet specials for adults

Aim: Shifting demand, better utilisation and targeted address of customers.

Legal & Organisational

• Pay attention to price indication legislation when organising special promotions (clearly marked prices)
• Document discounts correctly in the cash register system
• Provide personnel with advance notice of the rules – particularly with flash sales or flat rates

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Conclusion: Hot weather sells, once the offer is right

Marketing campaigns during peak summer are far more than simply gimmicks: they create visibility, strengthen customer loyalty and generate additional sales. The key is to be both spontaneous and professional. With correct preparation and the right dose of creativity, the next heatwave could bring one of the best days in your business year.