Key takeaways
- Seasonal peaks can make or break small businesses, so early preparation is essential to manage cash flow and capitalise on opportunities.
- Certain industries—retail, eCommerce, hospitality, tourism, trades, and construction—are particularly sensitive to seasonal demand.
- Brokers and accountants add value by being proactive, educating clients on suitable funding options, and helping them manage risk.
Seasonal peaks can be make-or-break periods for many businesses, and cash flow can get tight just when expenses and demand are at their highest.
By preparing your clients in advance, you can help them secure the right funding, meet demand without sweating the numbers, and turn seasonal surges into real growth.
Which industries are most likely to need funding during peak seasons?
Seasonal peaks can be stressful if cash flow can’t keep up. The following industries often see sudden surges in demand, and funding can help them cover extra costs:
- Retail and eCommerce: The end of the year is one of the biggest times for your retail and eCommerce clients, with consumers spending more than usual on gifts and Black Friday specials. This requires early stock and marketing ramp-ups.
- Hospitality: Between Christmas work parties, family celebrations, and busier social calendars, restaurants and bars see higher customer volumes in spring and summer.
- Tourism and accommodation: Summertime is vacation time, which means more business for your tourism clients with higher bookings and last-minute travellers.
- Trades and construction: Tradies often experience project surges ahead of summer, increasing material and labour needs.
What are the signs a client may need seasonal funding?
- Predictable peaks and troughs. Clients with historical data to reflect on may know that revenue spikes during peak season and drops immediately afterwards, creating cash flow gaps.
- Stock or staff ramp-ups. Many businesses need to stock up ahead of Black Friday and Christmas, and some teams may need extra seasonal staff.
- Seasonal marketing plans. It’s common for businesses to increase marketing efforts to generate buzz around major sale events like Black Friday. Similarly, industries that see higher demand during summer often start building momentum in spring.
- Long debtor cycles. Clients with outstanding invoices coinciding with peak spending periods may experience short-term cash shortages that need bridging.
- Historical reliance on short-term funding. If a client has previously used business loans during peak seasons, that’s a strong indicator they may need support again.
What funding options can partners recommend?
Business term loans
With a business term loan, your clients can borrow money, often without having to offer collateral, and with approval based on their financial health and credit profile. It gives them capital to act on opportunities immediately, without draining their operating cash (or risking assets).
Business line of credit
A business line of credit gives your client access to a flexible credit limit, which they can draw on as needed. They only pay interest on what they use, so it’s cost-effective and flexible.
Trade finance
With trade finance, your clients are able to cover the upfront cost of goods, and repay them over 2–9 months with a flat fee or interest. This enables them to secure stock for high-demand items without cash flow stress.
Merchant cash advances
A merchant cash advance is an alternative business funding solution, giving your clients access to capital with repayments tied to their daily sales. Approval is usually quick, so they can respond immediately to demand spikes.
Invoice finance
Invoice finance helps businesses access cash from unpaid invoices quickly, using accounts receivable as collateral. For clients with slow-paying debtors or long payment cycles, it can keep operations moving during seasonal peaks or slower months.
When should clients explore funding for seasonal peaks?
Ideally, clients should start exploring funding options 8-12 weeks before peak season (or before a slow period begins). This gives them enough time to compare lenders, gather paperwork, and get the funds right when they need them.
That said, with so much already on their plate, funding can easily slip through the cracks. That’s where you, their trusted broker or accountant, come in.
Even a quick check-in or reminder email can push seasonal funding to the top of their priority list. Come peak season, they’ll be ready to seize opportunities, rather than scrambling at the last minute.
How can brokers and accountants add value in the seasonal funding process?
As a broker or accountant, you can do more than just help your clients access funds. You can help them make confident, financially sound decisions around seasonal peaks by:
- Being proactive. Your clients are busy, and most won’t think about finance until they’re feeling the pressure. A timely conversation can make all the difference.
- Educating your clients. Use clear examples of how funding can help, guide them on which loan types are best suited, and provide strategic advice to keep spending aligned with funding limits.
- Streamlining the application process. Leverage your existing lender relationships to speed up access to funds. Remember, ahead of peak season, timing is everything.
- Minimising risk. Help clients borrow only what’s necessary and manage repayments so their cash flow isn’t strained post-season.
- Optimising for next season. Assess this year’s funding effectiveness and use those learnings to prepare for future peaks.
Partner checklist for seasonal funding
✓ Reach out 8–12 weeks before peak season to review upcoming needs
✓ Identify predictable revenue peaks, cash flow gaps, and high-cost periods
✓ Match clients to the right loan solution and plan repayments carefully
✓ Prepare paperwork and leverage lender relationships for faster approvals
✓ Guide clients on aligning spending with funding limits and seasonality
✓ Review funding effectiveness post-season to optimise for next year
Make peak season profitable for your clients. Reach out today to join thousands of brokers, accountants, and financial advisors working with Valiant to provide small business clients with the best loan solutions, and earn commissions for every successful referral.