Run Seasonal Review Collection Campaigns

Most stores treat review collection as a background process — automated emails that run the same way year-round. Smart stores run targeted review campaigns before peak seasons to ensure fresh, relevant reviews are in place when traffic and buying intent are highest.

The timing is straightforward. If your peak season is Q4 holiday, run a review collection push in September-October. Offer a slightly higher incentive than usual, and target customers who bought your bestselling gift items in previous seasons. Their reviews will mention gift-giving, holiday use, and seasonal context that resonates with Q4 shoppers.

For summer-seasonal products, push review collection in late spring. For back-to-school, push in July. The goal is to have a library of seasonally relevant, recent reviews in place before the traffic surge hits. Fresh reviews from 2-3 months ago feel current. Reviews from a year ago feel stale.

Seasonal review campaigns also provide an opportunity to collect specific content. Ask for holiday gift-giving photos in your Q4 push. Ask for outdoor activity photos in your summer push. This themed UGC makes your product pages feel current and relevant to the seasonal shopper intent.