What is meant by 'shoulder period' in marketing?

The term 'shoulder period' in marketing refers to a time when demand is moderate, falling between the peak and off-peak seasons of a product or service. In many industries, particularly in entertainment and tourism, demand can fluctuate dramatically depending on the time of year, such as holidays or major events. The shoulder period is characterized by steady, yet not maximum, sales, which provides an opportunity for businesses to maintain engagement with customers and optimize their marketing strategies.

During this time, businesses can implement targeted campaigns to attract customers who may not typically engage during peak times. This approach allows for a balance between maximizing revenue and managing resources effectively. Understanding the shoulder period helps organizations plan promotions and marketing initiatives that fill the gaps between extreme demand periods, ultimately leading to better inventory management and customer retention strategies.