Marketing a spa business isn’t just about sales — it’s about storytelling, timing and creating connections with customers. Retailers across North America are finding success by aligning their promotions with seasons, events and values that resonate with communities.
Seasonal themes
“Our most successful campaigns are those that tap into the spirit of the season and connect with families’ desires to create lasting memories at home,” says Kathi Belcourt, director of sales and service at Canada-based Aqua-Tech.
Our most successful campaigns are those that tap into the spirit of the season and connect with families’ desires to create lasting memories at home.”
Kathi Belcourt, Aqua-Tech
In winter, that means highlighting wellness and relaxation.
“There’s nothing more inviting than the idea of a warm soak under a snowy sky,” Belcourt says. “We position hot tubs as the ultimate Canadian winter luxury — perfect for relaxation, wellness and family time. Our customers love the idea of embracing winter rather than just enduring it.”
In summer, promotions shift to entertaining and family fun. Aqua-Tech’s “Staycation Destination” campaign encourages customers to turn their backyard into a personal retreat.
Ohio Hot Tub & Sauna emphasizes warm-weather fun with accessory bundles and holiday events like the Fourth of July or Black Friday sales. Jeannie Daugherty, the company’s director of operations, says late spring and early summer events perform well as peak season ramps up in May and June.
Local events and community ties
Retailers say connecting with the community is key. Aqua-Tech ties its marketing to events like Canada Day, a long weekend in May, school breaks and the Winnipeg Home + Garden Show. The company also participates in block parties and community wellness fairs, often teaming up with fitness studios and home renovation companies.
“These events allow us to showcase our products in a relaxed, hands-on environment,” Belcourt says. “We find that when we support community causes — like fundraising swims or school events — it builds authentic connections and long-term loyalty.”
Daugherty says events like the Cleveland Home + Remodeling Expo, Race Brimstone and the Eagle Up Ultra help Ohio Hot Tub & Sauna reach active, wellness-minded audiences. The company donates hot tubs, cold plunges and swim spas to support the events.
Cada Pools and Spas in Illinois taps into local pride with St. Patrick’s Day parade giveaways, sports team sponsorships and summer 5K races where they hand out water as the “hydration sponsor.”
When the Chicago Blackhawks won their three Stanley Cup Championships, Cada ran a jersey promotion on chemical purchases and plans to implement a similar promotion this season.
Promotions with a twist
Weather-based and themed promotions give retailers opportunities to get creative — like Aqua-Tech’s “Heat Wave Hot Tub Sales” and “Snow Day Spa Escapes” — turning everyday weather events into fun, at-home celebrations for customers.
Cada’s store manager, A.J. Cada, says winter is a favorite time for his company. “The dead of winter, when all the pools are closed, gives us more time to focus on hot tub promotions without all the pool chaos happening at the same time.”
Cada Pools and Spas helps customers embrace the cold season by offering free robes with the purchase of a Marquis spa, and its biggest and most successful promotions are on Black Friday for spas and the annual spring sale in April for chemicals.
“During our spring sale, we also do a raffle event,” Cada says. “For every $100 spent, you get one ticket entered, and we gave away five prizes. The customers loved this.”
Cada’s seasonal promotions are often planned three to four months in advance, allowing for flexibility as they keep up with national trends like May’s National Pool Safety Month.
Aqua-Tech capitalizes on regional excitement — like playoff wins from the local hockey team — with celebratory promotions such as the “Victory Soak,” offering discounts after each win.
During the slow season, Ohio Hot Tub & Sauna runs “last-chance clearance” promotions and invites potential customers to explore its “shop the showroom” promotions.
When it doesn’t work
Not every campaign lands. Belcourt says the “Back to School, Back to the Spa” promotion underperformed. “The audience was too focused on school routines — pools and spas just weren’t on the to-do list,” she says.
Cada saw limited traction on a Memorial Day triple-loyalty rewards points promotion. “I don’t think people were realizing how many points they could rack up until after their purchases,” he says.
Standout marketing tools
Retailers are leveraging a mix of digital and in-store tools to drive traffic. Cada Pools and Spas runs promotions on a large LED sign, targets ads on Google and social media and keeps a lively TikTok presence. “Staying up to date on trends is something we love doing,” Cada says.
Ohio Hot Tub & Sauna emphasizes service and storytelling, using social media to engage the community, announce new products, showcase testimonials and share promotions.
Aqua-Tech offers value-added bundles, water care workshops and themed in-store décor to reflect the season, planning three to six months in advance to coordinate with inventory and training. The company showcases these offers on social media but also highlights customer stories, behind-the-scenes content, educational tips, contests, live question-and-answer sessions and user-generated content. “Our goal is to build community, not just broadcast promotions,” Belcourt says.
The most effective promotions aren’t just about timing — they’re about relevance. Whether it’s a snow-day soak, a spring raffle or a race-day sponsorship, these creative, well-timed campaigns help hot tub businesses stand out — and stay top of mind — year-round.
Seasonal Promotion Calendar
A snapshot guide to planning spa promotions by season
Winter
- Snow Day Soaks: Flash sales triggered by snowy weather.
- New Year Wellness: Position spas as tools for achieving health goals like stress relief and better sleep.
- Holiday Hygge Packages: Bundle spas with robes, aromatherapy and comfort items.
Spring
- Mother’s Day Relaxation Package: Spa and accessory bundles perfect for pampering moms.
- National Water Safety Month: Educate and engage with water safety tips, themed giveaways and store signage in May.
- Soak and See Open House: Invite customers to test spas, meet your team and enjoy seasonal treats in-store.
Summer
- Staycation Campaigns: Promote backyard upgrades with hot tubs as the centerpiece of a fun, at-home retreat.
- Fourth of July Bundles: Celebrate with patriotic promotions, accessory add-ons and holiday-themed deals.
- Hydration Sponsorships: Build brand awareness by sponsoring water stations at summer races, parades or community events.
Fall
- Thankful for You: Customer appreciation week with exclusive discounts, loyalty perks or a charity tie-in.
- Football Tailgate: Promote hot tubs as the perfect game-day companion with team-themed promos and giveaways.
- Maintenance Specials: Offer seasonal service packages or water care bundles to help customers prep for winter.