Take a florist, for example. Sales hit a peak around Valentine’s Day and a smaller one again on Mother’s Day, but in the long summer months when people are on vacation, flower sales drop off.
So, an attack in February could have an impact five times bigger than an attack in August. This often leads to a debate about the appropriate average sales figure to use when calculating indemnification—should it be the average for the year or the average for that particular month? If it is the low season, have the sales been lost or just deferred because timing is flexible?
The more you look, the more examples of highly seasonal businesses you will find. Air-conditioners and tents sell more in the summertime, snow removal services and ski shops in the winter.