July holidays: How SMEs can convert low season into opportunities

Considered part of the low season for Brazilian retail, the month of July historically challenges merchants and entrepreneurs to think of elaborate strategies capable of attracting the public back to stores - or to e-commerce.

The absence of commemorative dates and national holidays also contributes to the slowdown in sales.

While some sectors grow during the winter - especially those driven by the school holiday period - such as tourism and hotels and leisure, others face the challenge of overcoming seasonality, moderation in consumption and budget restrictions for many families.

According to the Stone Retail Index, in 2025 alone, the month showed a decline of 1.1%, compared to the same month in 2024.

The CNC (National Confederation of Commerce in Goods, Services and Tourism) predicts an expansion for retail in the period, although it historically associates the month of July as a period of low growth and moderate sales.

"July is usually a period of transition in the retail calendar. After sales on Mother's Day, Valentine's Day and family holidays, there is a natural reduction in consumption in many segments", says Ravell Nava, business strategist and founder of BRL Educação, a company focused on training entrepreneurs and managers.

According to Nava, dealing with the historic decline in volume billed in July depends on a perception linked to this month's opportunities.

"Many businesspeople interpret this slowdown as a crisis, when, in fact, it is part of the market cycle. Those who understand this behavior can prepare better and transform a slower month into a period of strengthening the operation", he says.

The good news, assesses the expert, is that it is possible to overcome the scenario using strategies that consider the month as a starting point for robust actions, focusing on dates with strong commercial appeal in the second half of the year.

"July is the ideal time to build what will generate results in the coming months", he says.

One of the strategies suggested by Nava is seasonal sales. During the month of July, the drop in sales can be an opportunity to invest in sales with the aim of renewing stock, launching new collections, and also maintaining a constant cash flow, even in the face of lower figures.

However, Nava highlights the importance of applying discounts only in contexts where it makes sense for the business and brand positioning.

"Promotion makes sense when it helps fulfill a specific objective, such as rotating stock, increasing customer flow or making room for a new collection", he says.

The quieter period can be used strategically by retailers who intend to prepare for the second half of the year, full of campaigns and dates that move retail, such as Father's Day, Black Friday and Christmas, for example.

This is the ideal time to train teams, review processes, adjust stock, analyze indicators and structure future campaigns, says the expert.

"It's time to review the commercial calendar, organize campaigns, define goals, prepare stock, align suppliers, structure marketing actions and create sales predictability", he argues.

The recommendations can also be applied to self-employed professionals and individual micro-entrepreneurs, who also feel the impact of the general slowdown in commerce in their operations. This is the case of law firms, offices and medical clinics, for example.

"The first step is to understand that practices, clinics and offices are also businesses. It's not enough to provide good service, you have to manage the company", says Fernanda Tochetto, psychologist and founder of the Tittanium Club, a business education ecosystem.

For these businesses, he says, the recommendation is to keep activities high.

"July is a great time to strengthen communication with patients and clients, produce relevant content, strengthen relationships with those who already know your work and organize strategies for the coming months. Waiting for the movement to return was never a strategy", he says.

Investing in the company's digital presence is also essential, experts say.

Investing in marketing-oriented actions, and with a strong presence on social networks, is a valuable way to overcome the traditional drop in revenue, as these channels can help build relationships and long-term loyalty.

By Maria Clara Dias

Source: CNN