# Seasonality: what it is and how it works · Zorraquino
> Seasonality is the regular variation in a variable, such as sales or searches, at certain times of the year.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/seasonality.html

# Seasonality

Seasonality is the regular variation in a variable, such as sales or searches, at certain times of the year

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It is driven by recurring factors: weather, holidays, festivities, the school calendar or retail events such as Black Friday. It affects demand, prices, advertising competition and keyword search volume.

Identifying it makes it possible to plan stock, budget and content in advance and to compare results fairly, for example against the same period last year rather than the previous month. Tools such as Google Trends help detect it. It should not be confused with a trend, which is a sustained change over time rather than a repeating pattern.

Also known as

Seasonal variation

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Google Trends](https://www.zorraquino.com/en/dictionary/digital-marketing/google-trends.html)
- [Trend](https://www.zorraquino.com/en/dictionary/digital-marketing/trend.html)
- [Marketing plan](https://www.zorraquino.com/en/dictionary/digital-marketing/marketing-plan.html)