Seasonality:
Signups & Cancels
In North America, signups and cancellations follow clear seasonal patterns.
Signups
Signups remain steady throughout the year, averaging around 25 per month, with meaningful lifts in late summer and early fall. August and October see the highest activity, reflecting periods when wineries drive the most traffic, club promotion, and on-site engagement.
December consistently shows the lowest signup activity (19.4), suggesting a slowdown in acquisition during the holiday period.
Average Monthly Wine Club Signups
Month by Month: Average Wine Club Signups vs. Cancellations
Average Monthly Wine Club Cancellations
Cancellations
Cancellations show far sharper seasonality than signups. The most significant cancellation month is January, averaging 49 cancels, followed by a gradual decline through spring and summer.
The lowest cancellation levels appear in July and December, where churn stabilizes around 19 members.
This pattern highlights a rhythm wineries can plan around: a concentrated spike in churn at the start of the year, followed by steadier retention throughout the remaining months.
Actionable Insights:
- Plan for a January churn surge: Prepare retention campaigns in December–January and make skip/pause/downgrade options more prominent.
- Align acquisition efforts with natural demand: Prioritize club marketing in August–October when signups are highest.
- Stabilize December–January performance: Reinforce value in December and treat January primarily as a retention month.