September is an in-between month for consumers. It's not really a peak period to buy anything—which is why it's absolutely a peak month for savvy shoppers looking for deals on everything from lawn mowers to houses.
You may be still paying off your summer vacation. You may feel the need to start socking away money to cover your winter holiday shopping budget. There may be nothing that your household really needs to buy right now. Even so, there’s a good argument to be made that you can and should be shopping in September—and that you can feel smart, thrifty, and virtuous about it. Here are five reasons why.
1. Summer is over. The need for summery goods such as lawn mowers, barbecue grills, patio furniture, bicycles, bathing suits, and anything related to the beach is rapidly disappearing. So, naturally, stores want all typical summer purchases off their shelves and out of their aisles, pronto. Look for them at increasingly discounted prices until they’re gone. For instance, patio furniture should be listed at clearance prices of 50% to 75% off, according to dealnews. In addition to markdowns on summer items, Consumer Reports noted, shoppers can also expect stores to be discounting snow blowers for a similar reason—they’re just not top of mind for consumers, so some extra incentive is needed to make customers bite.
2. Kids are back in school. Retailers started pushing back-to-school sales in June, before most kids even started their summer vacation, and August is generally considered peak season for back-to-school purchases. But this year, at least, shoppers seem to have wised up to the simple fact that prices drop for those who wait. After a fairly lackluster summer season, stores were promoting early Labor Day deals to pump up apparel sales in particular. Even that wasn’t enough to drive many shoppers into stores.
“Consumers, not stores, are driving the trends these days, which means September will be the busiest back-to-school month this year, contrary to what stores and retailers may think,” the NPD Group’s Marshal Cohen noted recently. Here’s how Cohen explained why consumers have changed in their approach to back-to-school shopping:
Parents are prioritizing by purchasing supplies first, then some basic wardrobe necessities, and lastly following up with fashion, putting summer aside and purchasing clothing and apparel for colder rather than warmer weather. The reason consumers are delaying this significant aspect of their back-to-school shopping is twofold: they want to find out what’s “cool in school” before making their purchases and, looking at the broader trend, consumers don’t want to buy early anymore; consumers today want to buy in season.
Seasonality is just part of it; parents are also hip to the fact that prices are likely to drop on many back-to-school items and fashions once retailers consider peak back-to-school season to be over.
3. New gadgets are coming. Which means that older models will be marked down soon, if they haven’t been already. Consumer Reports suggests September as a great month for buying all sorts of small electronics (MP3 players, Blu-ray players, etc.), and dealnews points out that iPhones currently on the market are bound to be discounted when Apple introduces the new model, which should take place next week.
4. The winter holidays are looming. The overarching reason that stores are extra aggressive with markdowns in September is that they are eager to gear up for the Thanksgiving–Christmas shopping period. Sure, summer is an important season for retailers, but it pales in comparison to the end of the year. Some outlets routinely ring up more than half the year’s sales during the winter shopping season. So they understandably want to be fully prepared to make the most of it. To do so, it helps to start with a clean slate, with little or nothing in stores left over from the summer. Hence, major deals to clear out stores.
5. House hunting slows to a crawl. A new Trulia report explains that September marks the beginning of a sharp slowdown in people searching for homes to buy in most markets. For the most part, the arrival of Labor Day is bad news for owners who have listed their homes but have yet to close a deal with a buyer. On the other hand, fewer buyers in the market means an advantage for those who remain. Sellers who would have laughed off a lowball bid in, say, early June will be much more likely to consider such an offer come September.