Seasons of Marketing at Farmers Markets

Kati Bowman from KCARD and Brett from CCD put together a presentation for the 2025 Direct Marketing Summit about seasonal marketing tasks for Farmers Market vendors. 

You can download the slides here.

Also here are some seasonal notes from Kati:

Q4 (Oct-Dec): Annual Review & Holiday Sales (if applicable):

• Review total annual sales, web analytics, and marketing ROI.
• Evaluate price vs. cost increases (COGS).
• Update customer database and segment for next year’s campaigns. I know this would be more in-depth than what we will be covering, but segmenting email lists is super helpful and a great marketing tactic. 

• Send holiday email newsletter with gratitude and farm highlights.
• Gather testimonials and feedback for next season.
• Encourage social media tagging and reviews.

• Offer holiday gift boxes, bundles, or subscription renewals.
• Promote “Shop Local” campaigns and Small Business Saturday.
• Run a “Thank You” campaign for loyal customers.

• Share end-of-year farm reflections and upcoming goals.
• Post winter-prep and “behind the scenes” content. Start developing content calendar and putting content into "buckets"
• Update website with a “Join our 2026 CSA Waitlist” or “Holiday Shop.”

• Send thank-you cards to CSA members and partners.
• Participate in local winter or holiday markets.
• Update printed materials for next year.

Q1 (Jan-Mar): Planning & Pre-Season Engagement

• Review previous year’s marketing performance: sales by channel, social engagement, event attendance.
• Set SMART goals for sales, customers, and online engagement.
• Create or update a marketing calendar for the year.

• Review input costs (feed, seed, packaging, labor).
• Compare competitor and market pricing.
• Adjust price points and bundle offers for CSA or farm store.

• Refresh website with updated products, photos, and “Join our CSA” info.
• Announce early-bird CSA signups via email and social media.
• Share behind-the-scenes winter prep content (planning, seedlings, animals).
• Send monthly email newsletter (farm updates, recipes, signups).

• Update printed brochures, signage, and farmers market display materials.
• Reserve booth spaces for farmers markets and local events.
• Reach out to local media for early-season feature stories.

Q2 (April-June): Launch & Early Season Promotion

• Offer loyalty punch cards or referral discounts. Referrals have shown success and are easily tracked. Really easy to do especially with online CSA sales. 
• Collect customer emails at markets for your list.
• Begin tracking new vs. returning customers.

• Promote CSA pickup start, farmers market openings, or new product launches.
• Run a “Meet Your Farmer” campaign online and at markets.
• Create weekly or biweekly social media posts highlighting fresh products.

• Post 2–3 times weekly (photos of harvest, recipes, farm stories).
• Send seasonal email newsletter with availability list and recipes.
• Encourage online reviews and testimonials. Utilize a QR Code at markets.

• Hang posters/flyers at local businesses and community boards.
• Participate in community events (fairs, school farm days).
• Take professional photos of products for use in fall and holiday campaigns.

• Reassess prices mid-season based on demand and competitor trends.

Q3 (July-Sept): Peak Season Growth & Customer Retention

• Analyze sales by product, channel, and customer segment.
• Track average order value and retention rates. 
• Identify top-performing markets or sales outlets.

• Share customer spotlights and testimonials.
• Post “what’s in season” updates weekly.
• Launch fall CSA or preorder promotions.

• Attend county fairs or local food events.
• Refresh signage and tent displays mid-season.
• Send postcards or flyers promoting fall events.

• Host a summer farm event (farm tour, dinner, U-pick day).
• Highlight limited-edition or seasonal products.
• Collaborate with local chefs or food businesses for cross-promotion.

• Review mid-year profit margins and adjust pricing if needed.
• Identify fall product bundles or holiday gift sets.