08/12/25

Krissie Jones: How small business can make the most of Summer

As the holiday season begins, business owners are planning ahead to make sure they are ready for the summer period. NAB Executive for Small Business, Krissie Jones shares insights and tips on how your business can succeed over summer.

Krissie Jones, NAB Executive Business Direct and Small Business with a title card that says ' Small Business Today - Krissie Jones'

As the first days of summer arrive, many Australians look forward to longer evenings, time outdoors, and a well-earned break. For small businesses, however, the summer holidays are more than just a change in weather—they’re a critical period that can make or break the year.

The Summer Surge: Why It Matters

NAB data shows that in states observing daylight savings, consumer spending jumps by an average of 8% as the days get longer. That’s hundreds of millions of dollars flowing into local cafés, restaurants, pubs, and shops as Australians make the most of the warmer evenings. Metro areas typically see a 7% lift, while regional towns enjoy an even bigger boost at 9%.

It’s not just the numbers—our customers tell us the same story. From golf driving ranges welcoming after-work crowds to ice cream shops seeing a clear uptick in foot traffic, the extra daylight brings opportunity for those ready to seize it.

Who Benefits, and How

A broad range of businesses thrive during summer. Department stores see spending jump by up to 78%, while video arcades and swimming pools can experience a 40% increase. Tourist attractions, accommodation providers, and hobby shops also benefit from the seasonal lift. In Sydney’s eastern suburbs, restaurant and accommodation spend surged surges 24% during daylight savings, while Melbourne’s bayside saw sees accommodation and retail up 57% and 30% respectively.

Major sporting events add to the momentum. The recent Perth Ashes Test injected $20 million into the local economy, with hotel occupancy at over 80% and an 11% increase in spend across key industries. Businesses that adapt to take advantage of the summer, like pubs extending trading hours or offering live music, will maximise these opportunities.

Planning Ahead: The Key to Success

For businesses expecting a busy summer, forward planning is essential. This means forecasting demand, hiring temporary staff, and ensuring stock levels are ready for the rush. Many owners use temp agencies or freelancing platforms to quickly bring on vetted staff, without the payroll admin and overheads.

But it’s not just about logistics. The summer surge can be stressful, and it’s vital for business owners to look after their wellbeing. Organisations like Beyond Blue offer free, confidential mental health coaching through programs like NewAccess, designed specifically for small business owners and sole traders.

When Summer Means Slowdown

Not every business booms in summer. For some—like those in construction or professional services—this is a quieter time. Here, cashflow management is crucial. Consider offering discounts to encourage customers to pay for projects ahead of time, or look for alternative revenue streams. Talk to customers early about their plans for the year ahead, and see if you can bring forward work in the pipeline.

If business is slow, take the opportunity to recharge. Running a small business is demanding, and a break now can set you up for success in the year ahead.

Summer brings its own set of challenges and rewards for Australian small businesses. Whether you’re preparing to make the most of increased demand or using the quieter period to regroup and plan ahead, embracing the season with a proactive mindset can help set your business up for a successful year.