Pros and cons of seasonal marketing in eCommerce?

Seasonal marketing is a well-known and used strategy, so implementing it could increase your competition. Additionally, the short-term focus that's needed for these campaigns can increase marketing costs as well as create an unsteady income.

That said, seasonal marketing is used for a reason, and when implemented correctly can increase your sales by showcasing seasonal-specific products with an urgency to obtain them before the season is up. This can further help differentiate you from your competition, thus creating brand individuality.