I am curious to find out how much do sales fluctuate usually for sites that are NOT particularly subject to seasonal fluctuation? How much of a difference do you see from the highest month to the lowest month?
Sales fluctuate a lot for my business, although the 4th quarter is always the best. Some weeks I make a real profit, some weeks the profits would just pay for a sack of dog food. Strange experience: I had a fabulous 2nd quarter this year. Don't know why--I had cut back my PPCs and was not running any other ads.
I argue that most businesses are seasonal since you almost always sell most during the christmas season. The highest months for me usually are Okt-Feb and July and Aug. With the real highs during Nov, Dec and Jan (for natural reasons).