App Store Seasonality


What is App Store Seasonality
App Store seasonality is the process of updating an app’s product page to coincide with seasonal events/public holidays; to create an ASO marketing roadmap that includes them is referred to as Seasonal Marketing.
Some global big-hitter occasions include Christmas, Halloween, Easter, international sporting events, summer holidays, and ‘back to school’ and there are important National events in certain geographies also, such as the 4th of July celebrations in the US, Passover in Israel and Oktoberfest in Germany. These topical events have an impact on app store user behavior and offer unique opportunities to capitalize on the influx of visitors in the App Store who are on the lookout for apps that offer features relating to those events. By adopting a product page’s assets and by changing keywords according to trending interests and App Store searches, higher conversion rates are possible.
Why App Store Seasonality is Important
The preferences of users and what makes them tick can change depending on the day or month. Releasing app updates throughout the year with new creative assets/marketing messages/keywords to be in line with certain occasions is a positive step towards converting visitors into downloads.
Industry-specific seasonality is a great example. It’s coming up to New Year’s, the time of year which results in a large number of impressions of users searching the Health & Fitness category for an app to assist them in their fitness journey. For an app in that category, New Year’s is the perfect hook on which to hang a new app icon, update the description and focus on keywords associated with New Year’s. Christmas as another example is a great time for apps in the Food & Drink category. By changing metadata to reflect a Christmas theme and by updating keywords according to popular recipes for the time of year, without a doubt (if done correctly) an app developer would see a higher conversion rate.
In simpler ways, if the screenshots used on a listing are wintery and snowy, in summer it would be worth updating those to reflect the change in weather and be more season-appropriate. You wouldn’t expect to see a travel app pushing winter holidays in the run-up to summer, would you?
Leveraging unique moments in the calendar is a great marketing tool; if there are more eyes on specific App Store categories at certain times of the year, it means there’s more chance for an app listing to catch some extra impressions.
App Store Seasonality and ASO
To create the perfect ASO update calendar or marketing roadmap, an app developer needs to take seasonality into account. Competitors will up their game for seasonal events and holidays, using seasonal keywords to climb the ranks to have a better chance of appearing in custom search lists like ‘Top Halloween Apps’ or ‘Popular at Easter.’
By A/B testing and evaluating the insights, experts like Storemaven can determine which creatives can be optimized in order to highlight seasonality. Keeping an app listing ‘on-trend’ and up to date ensures that apps are unique, more relevant, and in touch with the topics that are important to their audience. With the right creative assets / messaging, App Store seasonality is a great ASO strategy.
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Everything you need to know about icons, screenshots, videos, app reviews & ratings, localization, and seasonality.
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- User Segmentation
- User Acquisition for Mobile Apps
- Paid App User Acquisition
- Organic User Acquisition
- Explorative Users
- Decisive Users
- App Store Update
- Supply Side Platform
- Software Development Kit (SDK)
- Soft Launch
- SKAdNetwork
- Sessions Per Active Device
- Sales Per Paying User
- Google Play Search
- Apple Search Ads
- App Store Subtitle
- App Store Search
- App Store Screenshots
- App Store Screenshot View Rate
- App Store Sales
- App Store Analytics: Standard Downloads
- App Store Analytics: Source Type
- App Store Analytics: App Store Sessions
- App Size
- Rewarded Video Ads
- Return on Ad spend (ROAS)
- Replicated App Store Page
- Real-Time Bidding (RTB)
- Re-engagement
- Google Play Third-party Referral
- Google Play Ranking
- App Store Web Referral
- App Store Reviews
- App Store Review Engagement Rate
- App Store Redownloads
- App Store Ratings
- App Store Ranking
- App Store App Referral
- App Store Analytics: Region
- App Retention Rate
- Product Page Conversion Rate
- Proceeds Per Paying Users
- Preloaded Apps
- Pre/Post App Store Tests
- Post-Install Event
- Playable Mobile Ads
- Performance Marketing
- Pay Per Install
- Google Play Product Page
- Google Play Personalization
- Apple’s Product Page Optimization (PPO)
- App Store Product Page Views (Unique Devices)
- App Store Product Page Views
- App Store Product Page
- App Store Proceeds
- App Store Preview Videos
- App Store Pre-Orders
- App Store Pre-Launch
- App Store Personalization
- App Store Paying Users
- App Store Page Scroll Rate
- App Store Analytics: Purchasable Item
- App Store Analytics: Product Page
- App Store Analytics: Pre Orders
- App Store Analytics: Platform Version
- App Store Analytics: Page Type
- Monthly Active Users (MAU)
- Mobile Growth
- Mobile Game Monetization
- Mobile Game Marketing
- Mobile Game Business Model
- Mobile Delivery Platform
- Mobile Bid Adjustment
- Mobile Attribution Window
- Mobile Attribution Manipulation
- Mobile App Retention
- Mobile App Onboarding
- Mobile App Monetization
- Mobile App Advertising
- Mobile Ad Viewability
- Mobile Ad Fraud
- Mobile App Growth
- Average Revenue Per Paying User (ARPPU)
- Average Revenue Per Daily Engaged User (ARPDEU)
- Average Revenue Per Daily Active User (ARPDAU)
- Attribution
- ARPU – Average Revenue Per User
- Apple Arcade
- Apple App Store Connect
- App Store Optimization (ASO)
- App Store Audience Testing
- App Store Analytics: App Version
- App Store Analytics: App Store Active Devices
- App Store Analytics: App Referrer
- App Store Analytics: Active In Last 30 Days
- App Store Acquisition Channels
- App Store A/B testing
- Ad Unit
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- Ad Revenue
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- A/B Testing Statistics
- Keyword Localization
- K-Factor
- Google Play Keywords
- App Store Keywords Research
- App Store Keywords
- App Store and Google Play Keywords Optimization
- Interstitial Ads
- Interactive Ads
- Installs Per Mille (IPM)
- In-App Events
- In-App Bidding
- In-App Advertising
- Identifier for Advertisers (IDFA)
- App Store In-App Purchases
- App Store Impressions (Unique Devices)
- App Store Impressions
- App Store Icon
- App Store Analytics: Installations
- App Install Rates
- App Influencer Marketing
- Growth Loop
- Google Play Points
- Google Play Pass
- Google Play Experiments
- Google Play Developer Console
- Google Advertising ID (GAID)
- Gametech (Game Technology)
- Game Bundles
- Google Play Short Description
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- Deep Linking
- Daily Active Users (DAU)
- App Store Description Read Rate
- App Store App Description
- App Store Analytics: Device
- App Store Analytics: App Store Deletions
- App Store Analytics: App Download Date
- Google Play Creatives
- CTR (Click Through Rate)
- Cross Promotion
- Cost Per View (CPV)
- Cost Per Mille (CPM)
- Cost per Install
- Cost Per Engagement (CPE)
- Cost Per Completed View (CPCV)
- Cost Per Click (CPC)
- Cost Per Action (CPA)
- Churn Rate
- Casual Games
- Apple’s Custom Product Pages
- App Store Culturalization
- App Store Creatives
- App Store Conversion Rate
- App Store Categories
- App Store Analytics: Campaign
- App Store Analytics: App Store Crashes
- App Conversion Rate
- App Clip Sessions
- App Clip Installations
- App Clip Crashes
- App Clip Card Views (Unique)
- App Clip Card Views
- App Clip Active Devices
Related Terms
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App Store Subtitle
The app store subtitle is an element all users view in their journey to install an app.
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App Size
Every app has a megabyte size which determines the amount of storage it requires in order to run on on users’ devices
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App Store Update
An update is a newer version of the app than the one that’s available to download in the App Store.
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