Pre-Season · Seasonal
92% Revenue Before Season.
What a Pre-Season Funnel Does
Seasonal brands have narrow selling windows. Selling during the peak means stress. Selling 60 days ahead means predictability. A pre-season funnel with waitlists and early-bird discounts captures 80 to 92% of seasonal revenue before the peak arrives.
01
92%
Pre-Season Revenue Share
02
60 days
Pre-Peak Window
03
Service Phase
Season Character
Setup Phases
- Phase 1 (60 days before peak): waitlist capture
- Phase 2 (45 days): email warm-up with seasonal story
- Phase 3 (30 days): pre-order mechanics with discount
- Phase 4 (14 days): VIP early access for waitlist
- Phase 5 (season): service phase, no acquisition pressure
Example
A ski brand now generates 92% of seasonal revenue before the season starts. The season itself is a service phase with no sales pressure. Average inventory days are 24 (previously swinging between 4 and 86).
Common Mistakes
Starting the pre-season funnel too late (30 days before the peak is too late), skipping the waitlist (no warm-up), and running pre-season without a discount anchor (no commitment trigger) are the most frequent errors. Cadence discipline decides outcomes.
„The season is service. Seasonal selling is a pre-season game.”