How To Use Seasonal Marketing To Grow Your Equestrian Business

Photo by Lillie Ratcliffe Photography

Marketing an equestrian business can be challenging when the same products and services are available year-round, but you can use seasonal marketing to give a fresh take on your offerings, and make them relevant to your audience.

To sell anything as an equestrian business, you need to solve a problem for a rider or horse owner. Riders have different concerns and challenges at different times of the year, and your marketing needs to address this.

You can also couple this idea with seasonal offers, such as Black Friday, seasonal transitions, and the Christmas holidays—you can frame your products or services as timely solutions to seasonal problems, making your marketing more relevant and effective.

Why Seasonality Matters in Equestrian Business

Horses’ needs change dramatically throughout the year, and so do their owners’ priorities. For many riders the summer means a focus on fly control, trail riding, and competition gear. As winter approaches, warmth, safety, and stabling supplies take center stage. For service-based businesses, like trainers or boarding barns, clients may shift goals from competition prep to off-season conditioning, or clients may be working towards a specific Winter championships or competition. Instead of marketing your product or service with the same generic message every month, seasonal campaigns allow you to spotlight why it matters now - remember you need to solve a problem for someone.

Change of Season: Solving Problems at the Right Time

Seasonal transitions are where equestrian marketing truly shines. Each change in weather brings a fresh set of challenges, and positioning your business as the solution makes your offers irresistible. For example, in the fall, riders and owners want to get ready for the colder months, so this is the time to market clothing and barn supplies. Others may need more support with the training or care of their horse over the Winter months.

The key is to connect your product or service directly to the problems riders are experiencing in that moment, rather than treating it as an all-purpose solution.

Black Friday: Tapping Into the Shopping Momentum

In the U.S., Black Friday is more than a shopping event—it’s the official kickoff to holiday spending. Equestrian businesses can use this moment to position products or services, but not necessarily as a bargain.

Riders love a deal, but a Black Friday offer can be something unique that you haven’t offered before, or it can be a package or bundle of services. A Black Friday promotion creates urgency.

Offering “limited time” bundles, discounts on next season’s gear, or add-ons like a free grooming kit with purchase can make equestrians feel they’re winning twice—saving money and preparing for the season ahead.

Christmas: Gifting Made Easy

The holiday season is a golden opportunity for equestrian businesses, as the gift-giving culture still runs strong. Riders and horse owners are notoriously tricky to shop for, which is why curated gift bundles, stocking stuffer specials, or “experience gifts” like lesson vouchers or bodywork treatments can be incredibly appealing.

Bringing It All Together

The beauty of seasonal offers is that they refresh your message and give customers a reason to act now. Instead of struggling to market the same product 12 months a year, you adapt the story to the season: warmth in winter, performance in summer, savings at Black Friday, and sentiment at Christmas. By doing so, you stay top of mind, strengthen customer loyalty, and create spikes in revenue when equestrians are most ready to buy.

In short, equestrian businesses that embrace seasonality don’t just sell products or services—they sell timely solutions to riders’ real-world challenges. That’s what turns a simple sale into a strategy for growth, and means you get to have a lot more fun in the process!

Photo by Lillie Ratcliffe Photography

Nicola Kinnard-Comedie (Msc, BHSAI Int. SM)

is the owner and founder of NKC Equestrian Training, delivering horse care training to horse owners and business and mindset coaching to equine practitioners.

Nicola is a qualified riding instructor and has over 20 years industry experience, and now uses her coaching skills to assist equine practitioners. Nicola decided to combine her experience of equestrian science, sales and marketing, and teach this to others. Nicola works with veterinary physiotherapists, massage therapists, osteopaths and other equestrians across the world to help them build their dream business. Nicola's work focuses on harnessing the power of your mindset, together with cutting edge marketing strategies to support equestrian business owners to realise the business of their dreams.

You can find out more about Nicola here: www.nkcequestrian.com

Facebook

Instagram

This article is from the October issue of Equine Business Magazine