Cold Weather Marketing: How Seasonal Businesses Stay Alive in the Winter

By Danielle Duggan
Clinton County Chatter

While clothing stores have the luxury of swapping out their inventory to fit the season, seasonal businesses, such as ice cream parlors must improvise to prevent sales from plummeting during the winter months. Shaggie’s, an ice cream store in downtown St. Johns, is one example. According to Shaggie’s manager, Michelle Thompson, Shaggie’s existed alone as an ice cream store for five years until April 2013 when Jersey Giant, a submarine sandwich shop, was added to the business. The store now sells both submarine sandwiches and ice cream to increase marketability and to keep sales from dropping too low in the winter.