It depends on the products you offer, but generally, sale numbers are bound to fluctuate throughout the year. People end up following trends before going on shopping sprees - as you said, the holidays will be busier than other periods.
Expanding your inventory and building your brand's authority can help, though. Also, keep on implementing new ways to drive organic traffic to your domain. That means both off and on-page SEO shenanigans. After all, the better you do on SERPs, the wider your playing field will grow.
In broad strokes, Search Engine Optimization has two "sides": on-page and off-page SEO. As the name implies, on-page means focusing on optimizing your published content for readability, making it more scannable, including images for better flow, etc. This is supremely important since Google's crawler "spot checks" each URL whenever someone types in the cluster of keywords you compete in on their PC. So, which Search Page Results (SERPs) they get, depends on how Google rates the sites within that niche. Hence, you can slowly climb the SERP ladder by focusing on the lower-difficulty keywords and aiming to overtake your immediate peers, one category of keywords at a time.
Off-page SEO is more complicated since it involves the "tidiness" of all of your domain's URLs, the link juice running through your site, ensuring there are no broken links, etc. Also, it encompasses strategies for diversifying your site's backlink profile through various link-building methods. If more domains link to you with do-follow links, they endorse your content and Google starts granting your URLs more weight - thus ranking them higher in SERPs. As a result, visitors will be more likely to find your site sooner and also more inclined to convert into paying customers.
Hope this helps and good luck!
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