Not All Months Are Created Equal
If you've been running a pet business for more than a year, you've already felt this: some months are chaos, some months are quiet, and the pattern repeats.
Understanding these patterns, rather than being surprised by them, lets you plan better. Better pricing. Better staffing. Better marketing. And critically, better use of the quiet months.
The Seasonal Curves by Service Type
Boarding: The Most Seasonal Service
Boarding follows travel patterns, which in Australia means:
| Period | Demand | Driver |
|---|---|---|
| Dec-Jan | Peak | Christmas holidays, summer travel |
| Easter (Apr) | High | Long weekend + school holidays |
| Jun-Jul | Moderate spike | School holidays, some winter travel |
| Sep-Oct | Moderate spike | School holidays, spring long weekends |
| Feb-Mar, May, Aug, Nov | Lower | Between travel periods |
The implication: If you run a boarding facility, December and January are your revenue foundation. A well-managed Christmas period can account for 20-30% of your annual boarding revenue.
Grooming: Two Peaks Per Year
Grooming has two distinct demand peaks:
| Period | Demand | Driver |
|---|---|---|
| Nov-Dec | High peak | Pre-Christmas "make them look great" |
| Sep-Oct | Moderate peak | Spring coat change, show season |
| Jan-Feb | Moderate | Post-holiday catch-up |
| Apr-Jun | Lower | Autumn/winter, some breeds need less grooming |
| Jul-Aug | Lower | Winter lull |
The implication: November and December are when groomers are most in demand. If you're going to trial premium pricing or add-on pushes, this is when clients are most willing to spend.
Daycare: The Steady Performer
Daycare is the most consistent service type because it follows work patterns, not holiday patterns:
| Period | Demand | Driver |
|---|---|---|
| Feb-Nov | Consistent | Working parents need consistent care |
| Dec-Jan | Slight dip | Some clients on holiday (but others need MORE daycare because kids are home) |
| School holidays | Variable | Some clients take time off; others need extra care |
The implication: Daycare is your revenue stabiliser. While boarding and grooming swing, daycare provides a consistent baseline. This is one reason why multi-service businesses (grooming + daycare, or boarding + daycare) are more financially resilient than single-service businesses.
Training: Puppy Season Drives Demand
Training demand correlates strongly with puppy acquisition:
| Period | Demand | Driver |
|---|---|---|
| Sep-Nov | High | Spring = puppy season. New puppies need socialisation and basic training. |
| Jan-Feb | Moderate spike | Christmas puppies are now old enough for classes |
| Mar-Aug | Lower | Fewer new puppies entering the market |
The implication: If you run puppy school or group training, plan your biggest course intakes for September/October and January/February. Market to new puppy owners in the weeks before these periods.
Using Quiet Periods Productively
The worst thing you can do during a quiet month is worry about revenue. The best thing you can do is invest in your business.
Productive uses of quiet periods (May-August):
| Activity | Why Now |
|---|---|
| Staff training | Your team has time to learn new techniques without the pressure of a full schedule |
| Facility maintenance | Fix, clean, and upgrade when you're not at capacity |
| SOP review | Update your procedures based on what you learned during peak periods |
| Marketing preparation | Plan your spring and Christmas campaigns while you have headspace |
| Equipment upgrades | New dryers, tables, or kennel improvements without disrupting peak operations |
| Financial review | Analyse your peak season performance and adjust pricing for next year |
| Rest | Seriously. If you pushed hard through peak season, your body and mind need recovery. |
Pricing Around Seasonality
Some pet businesses charge the same rate year-round. Others adjust for demand. Both approaches can work.
Flat pricing pros: Simple, predictable for clients, no confusion.
Seasonal pricing pros: Reflects real demand and costs, maximises peak-period revenue, can incentivise off-peak bookings.
If you do seasonal pricing:
- Be transparent: publish your peak-period surcharges well in advance
- Keep it simple: a flat surcharge (e.g., +$10/night during holidays) is easier than complex tiered pricing
- Consider off-peak incentives: 10% discount for boarding bookings in May-August can smooth your revenue curve
Key Takeaways
- Boarding is the most seasonal (peaks at Christmas/Easter), grooming has two peaks (spring and pre-Christmas), daycare is the most stable, training follows puppy season
- December-January is the revenue foundation for boarding and grooming businesses
- Daycare stabilises revenue for multi-service businesses
- Use quiet months productively: maintenance, training, SOP reviews, rest
- Seasonal pricing can work if it's transparent, simple, and communicated early
- Multi-service businesses are more resilient because they balance seasonal peaks across different services
- Plan marketing around seasonal curves: promote boarding in October, grooming in November, training courses in August
Understanding your seasonal patterns takes the surprise out of revenue fluctuations and lets you plan with confidence.
