Seasonal sets are usually small (apart from the Winter Village line) and vary a lot in their popularity. This might be due to the fact that not every seasonal theme enjoys the same popularity. However another fact is certainly the type of set produced.
While most sets depict a certain scene with multiple small builds (christmas tree with presents), some sets build an specific object that is symbolic for that particular season (easter bunny). 40093 Snowman is a nice example of the latter and captures the winter season and the fun snow can bring perfectly with this cute brick-built figure.