It only feels like yesterday we were navigating February half term… and here we are again, heading into another school break.
This time, it’s a little different. Easter holidays, bank holidays, and hopefully some nicer weather thrown into the mix.
And while it might feel like just another break in the calendar, as a working parent, you quickly realise that not all school holidays are created equal.
Because the biggest shift is not always what you are doing. It is how much planning sits behind it.
Term time. Busy but predictable.
During term time, our weeks run like clockwork.
The alarm goes off at 6 am. Mornings follow a familiar rhythm. Breakfast, uniforms, out the door.
Pick-ups are a team effort. And evenings vary. Some are calm, others involve football practice or swimming lessons.
It is busy, but it is structured.
You know where everyone needs to be. You know what the week looks like. You can plan around it.
And that predictability makes everything feel manageable.
School holidays. Same pace, different pressure.
Interestingly, the pace does not slow down in the holidays. If anything, it just shifts.
We still know where the kids are and who is looking after them. Childcare is organised in advance, whether that is grandparents, holiday clubs, us, or a mix of both.
In some ways, the days can even start earlier. Holiday clubs open sooner than school, and sleepovers at grandparents can mean a head start on the day.
But the difference is the mental load.
There is no default structure to fall back on. Every week needs to be mapped out. Every day needs thinking about.
You cannot wing school holidays.
Planning is everything
For shorter breaks like Easter, I plan a few weeks ahead. It might not be as intense as the six-week summer holidays, but it still needs thinking about.
Everything goes into a calendar. It is shared digitally with my husband and written out so it is clear for everyone involved.
Because if I do not plan ahead, everything feels harder.
And that is probably the biggest lesson I have learned.
Productivity does not drop. It shifts.
One thing that might surprise people is that my productivity does not dip during school holidays. In some ways, it improves.
There is less traffic, so the commute is easier. If childcare is in place, I will often work longer days to get ahead, especially if I have annual leave coming up.
And if I know I need to work from home with my youngest, I plan around that, so I am not trying to do everything at once.
It is not about doing less. It is about working differently.
What working parents learn quickly
Over time, a few things become very clear:
- If you do not plan ahead, everything feels harder
- You cannot wing school holidays
- Flexibility only works when there is structure behind it
- Asking for help is not a weakness
Those lessons do not just apply at home.
They apply to business too.
Marketing has seasons too
One of the biggest parallels I see between family life and business is this.
Both run in seasons.
During school holidays, especially summer and Christmas, things naturally slow down. Clients take time off. Decision-making pauses. Businesses sometimes shift into reactive mode instead of sticking to a plan.
But at the same time, behaviour changes.
People are off work. They have more downtime. They browse more. They catch up on life admin. They finally get around to things they have been putting off.
For B2C businesses, this can mean increased online activity and spending.
For B2B, engagement might dip slightly, but visibility still matters. Because when people come back, the businesses that stayed consistent are the ones they remember.
If you are not planning for those seasonal shifts, you risk missing simple opportunities that could make a big difference.
Summer marketing needs a different approach
A strong seasonal strategy is not about doing more. It is about doing the right things.
That might look like:
- Scheduling content in advance so you are not scrambling
- Using evergreen content that continues to deliver value
- Making sure your SEO is working while people are searching more
- Adapting messaging depending on whether you are B2B or B2C
It is not about being everywhere. It is about being present in the right way.
If you’re navigating a busy business, you might enjoy reading ‘The 7Ps of Marketing – Explained Through Family Life‘
Where Dialled In fits in
At Dialled In, we understand that life does not pause, so your marketing should not feel like a burden.
We work with businesses to plan and manage their marketing around real-life capacity and business cycles. Whether that is preparing for quieter periods, keeping content consistent during busy seasons, or making sure opportunities are not missed when behaviour shifts.
We offer flexible, effective solutions to help your business grow. Whether you are just starting out or looking to expand, everything is tailored to fit your budget and timeline.
Because sometimes, having the right support in place is what makes everything feel manageable again.
Final thought
Term time works because it has structure.
School holidays work because you create one.
And business is no different.
When you understand the rhythm of your life and plan around it, everything runs more smoothly.
At home and at work.
If you’d like to discuss how Dialled In could work with your business, give me a call on 0114 312 2330 or email me at belindac@dialledin.com