Until recently, many of us have been doing almost everything from home with no immediate hopes of in-person outings.
But, this summer — as entire countries reopen — people who’ve been stuck inside are finally breathing a sigh of relief. At the same time, some company leaders are doing the opposite.
Why? In past years, entire industries have seen summer slumps — or seasonal dips in sales or web traffic. This year, business leaders are expecting sharper dips as more consumers travel or unplug. They’re also dealing with frequent HR requests from employees who’ve been waiting months to take vacations.
On top of the challenges above, the Society of Human Resources Management reports that 41% of employees feel burnt out while 48% feel mentally exhausted by the end of their workdays. This, in turn, could impact productivity and job retention levels.
Ultimately, many leaders worry that the summer trends above could impact their bottom line.
To help businesses navigate the changing landscape, we dove into 2021 web traffic and deal closing data from over 103,000 anonymous HubSpot customers around the globe. Then, we compared their summer results to pre-pandemic benchmarks from the summer of 2019.
Below are some of our key findings.
Summer Trends to Watch, According to HubSpot Data
Note: When looking at the charts and data below, each year’s traffic or deal benchmark is equal to its April numbers. Therefore, if industries were 10% under benchmark in June 2019, they saw a 10% dip since April 2019.
Web Traffic is Seeing a Summer Slump
So far in 2021, global traffic is dipping across almost all industries and segments. Compared to 2019, websites are also seeing less overall traffic growth.
At this point, the only industry that isn’t slumping is Leisure and Hospitality, which saw a whopping 17.72% traffic increase between April and June of 2021. This is almost the opposite of what we saw in 2019 when traffic decreased for websites in the industry by 13.27% from April to June.
Although Leisure and Hospitality’s current traffic patterns are impressive, they’re still fairly unsurprising as news outlets continue to report spikes in reopening-related travel, outings, and excursions this summer.