When might incremental sales not be achieved?

Incremental sales are typically defined as the additional sales gained from promotional activities or marketing efforts compared to a baseline scenario where no changes occur. During non-promotional months, retailers and brands often see more stable, consistent sales patterns that do not reflect the spikes in demand that promotions usually generate. This period is characterized by a lack of focused marketing incentives or temporary price reductions that typically drive customers to purchase more than they would without such stimuli. As a result, the potential for generating additional, or 'incremental,' sales is notably diminished in these months.

In contrast, strong marketing campaigns are designed to boost sales and generally lead to incremental sales, as they create awareness and drive consumer interest. Similarly, high-demand seasons and effective stock management foster conditions conducive to achieving increased sales, rather than stifling them. Therefore, non-promotional months distinctly represent a scenario where incremental sales are least likely to be attained.