Almost every therapist with a private practice has felt the “summer slump” at some point. Maybe you’re reading this with one eye on the calendar and the other on a client list that’s suddenly looking a little… sparse. If you’re already dreading the seasonal slowdown or, equally, looking forward to a well-earned break but worried about the impact on your business, you’re in good company.

This article is your comprehensive guide to understanding the summer slump, why it happens, and – crucially – how you can prepare now (while it’s still May) to sidestep the stress, make the most of your quieter weeks, and set yourself up for a strong end to the year.

What Is the Summer Slump?

The “summer slump” is that classic dip in client bookings, engagement, and general business buzz that tends to hit business owners, especially therapists, during the summer months. For most UK-based therapists, you’ll notice the slowdown somewhere between mid-June and the end of August.

It shows up as more cancelled sessions, a pause in new enquiries, and a lull in social media engagement or website traffic. If you’ve ever watched your diary empty out as schools break up, or noticed your Instagram insights looking a little quieter than usual, you’re not imagining things. 

The summer slump is real, and it’s very normal.

Why Does It Happen?

1. Holidays and Family Time

Most of your clients (and prospective clients) are juggling holidays, childcare, and family commitments. Therapy – even when they know they need it – can slide down the priority list when the sun is shining or the kids are off school.

2. Changing Routines

Summer shakes up people’s schedules. Even clients who love the regularity of their sessions might find themselves away more often or needing to shuffle appointments, making consistency a challenge.

3. “I’ll Come Back in September” Syndrome

Some clients see summer as a natural pause. They might say, “Let’s pick this up after the holidays,” or, “I’ll get in touch when things calm down in September.” The intention is good, but for you, it can mean 6–10 weeks with far fewer sessions.

4. Lower Online Engagement

Across social media, email, and websites, engagement typically dips during the summer holidays. People are outside more, scrolling less, and generally less likely to be booking in for new services.

How Might It Feel?

  • Financial worry: Watching your income dip, even temporarily, can stir up anxiety.
  • Self-doubt: “Is it just me? Did I do something wrong?” (Spoiler: You didn’t.)
  • Restlessness or frustration: You finally have time to catch up, but motivation can plummet without the usual routine.
  • A surprising sense of relief: For many therapists, there’s also a guilty joy in having a bit more space before the voice in your head tells you you “should” be busier.

     

Why Planning Now Makes All the Difference

If you wait until late June to think about the summer slump, you’ll be on the back foot. But with a bit of planning in spring, you can set your business up to weather the seasonal shift (and even enjoy it). 

Here’s how:

1. Plan Your Own Time Off First

It’s easy to focus on client retention, but summer is an ideal time for you to rest, recharge, and reflect on your business. Get intentional about your own downtime. Book it in. Block it out in your diary now before clients fill the space, or before guilt convinces you to “make yourself available” all summer.

Why it matters: Taking a break yourself is not only restorative, but also models healthy boundaries and self-care to your clients. You’ll come back clearer, more energised, and ready for a busy autumn.

Practical tip: Add an “out of office” note to your website and auto-reply for your email. On social media, let your community know when you’re taking time off and when you’ll be back. It sets expectations and normalises breaks.

2. Communicate Early with Clients

If you anticipate taking time off or changing your availability, let clients know in advance. Encourage them to pre-book any sessions around holidays. Some therapists find it helpful to offer a “summer schedule” or flexible blocks (e.g., fortnightly rather than weekly) to maintain momentum for those who want continuity but have unpredictable plans.

Script example:
“I know summer is a busy time for many people, so I’m opening my diary for advance bookings through July and August. If you’d like to reserve your usual spot or discuss a flexible schedule, just let me know.”

3. Optimise Your Online Presence for Passive Enquiries

With fewer people actively seeking therapy in the summer, every person who does come across your website, Instagram, or LinkedIn is extra valuable. Make it as easy as possible for them to:

  • Understand who you help and how you help them
  • Take the next step (whether that’s booking a call, downloading a resource, or joining a waitlist)
  • Feel reassured that you’re still open for business, even if you’re away for a week or two

Website Checklist for Summer:

  • Is your homepage up to date, clear, and welcoming?
  • Do your contact details and enquiry forms work and look friendly?
  • If you’re taking time off, is there a gentle note about your next availability?
  • Have you featured your best, most “you” blog posts or resources?

Social Media Quick Wins:

  • Update your social media profiles with one clear call-to-action (e.g., “Book a free intro call” or “Download my free guide for anxious professionals”)
  • Pin an evergreen post that introduces who you help and how to get in touch
  • Schedule a few reminder posts or stories about your summer hours and availability

4. Batch and Schedule Content Now (Keep It Simple)

In May, set aside a few hours to create and schedule social posts, newsletters, or blog articles for June–August. Prioritise content that feels relevant for clients watching/reading over the Summer and looking ahead to Autumn.

You don’t need to post every day (in fact, you might choose to dial things back), but scheduling high-quality, timely posts ready means you’ll keep showing up for anyone who’s looking, without scrambling when you’re meant to be resting.

Hot tip:
If you’re already feeling content fatigue, revisit your best-performing posts from last summer. Repurpose or reshare them. Your audience likely won’t notice (and new followers definitely won’t mind).

5. Make Your Offers and Next Steps Crystal Clear

In quieter periods, clarity is everything. If someone does find your profile or website, make their next step obvious. Try:

  • A single, clear call-to-action on every page or post (e.g., “Book a free intro call” or “Join the waitlist for September”)
  • Simple, easy-to-find enquiry forms (avoid long questionnaires)
  • Reminders that it’s okay to book now for a future date if that suits their schedule

On social:
Every caption or story should make it easy to take action, even if that’s as gentle as saving the post for later, sharing it with a friend, or sending a DM.

6. Stay Connected with Your Audience

Engagement might dip, but people are still around (often scrolling from a sun-lounger). Stay top-of-mind with occasional check-ins, gentle reminders that you’re there, and maybe a few personal stories or reflections about summer as a therapist. Show your human side. It builds trust and makes it easier for people to reach out when they’re ready.

Low-lift ideas:

  • Share how you look after your own wellbeing in the summer
  • Offer tips for maintaining progress in therapy during holidays
  • Talk about what to expect when returning to sessions after a break

7. Reflect and Refresh Your Business Behind the Scenes

If your diary does get quieter, take the pressure off “filling every slot” and use the time to reflect:

  • Is your messaging clear and aligned with your dream clients? (If not, refine it!)
  • Feel like you need to get clearer on who your dream client is? (I can fix that! Click here)
  • Are there new services, resources, or ideas you’ve wanted to develop?
  • Would now be a good time for a business MOT – reviewing your website, policies, CPD, or goals?

Slow periods are fertile ground for creativity and growth if you let yourself step off the hamster wheel for a few weeks.

8. Reframe the Slump as a Strategic Pause

Remember, a quieter summer is not a reflection of your skills, value, or business viability. It’s a normal part of running a therapy practice. Instead of panicking, see it as a built-in pause – a chance to reset, recharge, and return to September with fresh energy.

Key Takeaways

  • The summer slump is normal, and it’s not just you.
  • Planning now—before things get quiet—will save you stress and help you make the most of both your time off and any new enquiries.
  • Optimise your online presence, batch your content, and make next steps for clients clear and easy.
  • Book your own holiday first. You deserve it.
  • Use any quieter weeks to reflect, refresh, and work on your business (not just in it).
  • Stay visible and connected, even with lighter-touch content.

You’ve built a business that serves others. This summer, make sure you’re serving yourself too.

Want to make sure your socials are Summer Slump ready? Book The Audit for simple, actionable advice to make sure your social media profiles are working hard for you.