Market Information
What Sells and When

Retail Seasons in the United States
By The Transparency Center

January–February–March
April–May–June
July–August–September
October–November–December

As in other countries, sales in the United States follow “retail seasons.” Retail seasons are months or times of the year when consumers buy specific products. In general, retail seasons correspond to cultural or national holidays (such as Christmas), seasons of the year (winter, spring, summer or fall), or special events that happen at the same time every year (such as graduation from school). Some products are only available during specific retail seasons. Others are available throughout the entire year, but are featured during specific months. The calendar below indicates the primary retail seasons for the United States.

If you are producing goods for the US market, it is important to understand the retail seasons so that you know what products will be in demand and when. It is also important to remember that stores buy these products 3 to 6 months in advance of the actual retail season.

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January–February–March

This is winter in the United States and most regions of the country are cold with little daylight. In many areas, such as the Northeast and Mid-West, it frequently snows and rains. Winters in the West, South and Southwest are milder, but it can still be quite cold and wet.

The first three months of the year typically have the lowest sales for the entire year. Many stores begin to offer items associated with spring in January. Typical products during this retail season include:

Linens: sheets, towels, pillows, tablecloths and cloth napkins

Gardening supplies: flowerpots, planters, tools, decorations, bird houses, bird baths, stepping stones, furniture and small statues

Spring clothing: sandals, short pants or Bermudas, dresses, short-sleeved shirts and hats

Special holidays include:

Valentine’s Day
The retail season begins in early January and continues through Valentine’s Day on February 14. In the United States, adults usually celebrate Valentine’s Day by exchanging small gifts or having a special meal with their boyfriend, girlfriend or spouse. Children exchange Valentine’s Day cards to their friends at school. Most products relate to romance and are heart-shaped or decorated with hearts. Popular items include greeting cards, jewelry, candles, bath products, flowers, vases and chocolates.

Easter
The date for this Christian holiday change every year, but it is usually celebrated between late March and early April. It is not a major gift-giving holiday in the United States, however many people gather for a meal with their friends and family. On Easter Sunday, children may search their homes for Easter baskets filled with candy, decorated eggs, small toys and toy rabbits, baby chicks and lambs. Other common items include serving bowls and vases decorated with tulips, daffodils and other spring flowers.

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April–May–June

It is spring in the United States during these months: a time when flowers bloom, temperatures rise and the hours of daylight increases each day. This retail season focuses on products related to summer, to outdoor activities, and gifts for weddings, graduations, Mother’s Day and Father’s Day.

Outdoor dining/activities: People in the United States love to picnic and barbecue (BBQ), especially outdoors at the beach or at home. Typical products sold are picnic baskets, tablecloths and napkins, picnic blankets, outdoor furniture, colorful dinnerware and serving dishes, barbecue utensils, outdoor candles, and lanterns. These items tend to be made out of plastic and other materials that do not break easily.

Gardening supplies: flowerpots, planters, tools, decorations, birdhouses, birdbaths, stepping-stones, furniture and small statues

Graduations: In the United States, most students graduate from high school, universities and professional programs during May and June and receive graduation gifts from their family and friends. Typical gifts include jewelry, watches, leather briefcases, desk accessories and organizers, clocks, books, picture frames, pens, cufflinks and keepsake boxes.

Weddings: Weddings occur throughout the year in the United States, however June and the summer months are probably the most popular time. There are many occasions for giving gifts associated with weddings. Expensive gifts are purchased for the couple getting married. Typically, wedding gifts are related to the new couple’s home and include innerware, silverware, table linens, picnic accessories, serving bowls and dishes, platters, glassware, vases, decorative pieces, coasters, picture frames, lamps, small tables, clocks, bed linens, quilts, bath towels, and baskets. Some women also have “bridal showers,” where they receive less expensive gifts, while men may have a “bachelor’s party.” The bride and groom may also buy gifts such as jewelry for the bridesmaids and groomsmen. Sometimes guests at the wedding receive a small party favor.

Special holidays include:

Mother’s Day
This holiday is celebrated on the second Sunday in May in the United States. Mothers are honored with a variety of gifts, including jewelry, flowers, vases, perfume, soaps, body lotions, clothing, scarves, cookware, garden items, jewelry boxes, stationery and home decorations.

Father’s Day
In the United States, Father’s Day is celebrated on the third Sunday in June. Fathers are honored with a variety of gifts, including clothing, watches, slippers, books, shaving accessories, desk accessories, games such as chess sets and sports items.

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July–August–September

This is the summer in the United States and temperatures are very warm in most regions of the country. Many people, especially families, take their annual vacations during this season. This retail season focuses on back-to-school items and outdoor products.

Back-to-school: Most children begin a new school year at the end of August or beginning of September, so this is when they purchase school supplies like binders, notebooks, desk lamps, and organizers. Children drive these retail trends and they tend to change significantly from year to year.

Clothing: By August or September, many families begin purchasing clothing for the cooler winter months. This includes both children’s and adult clothes, such as shirts, sweaters, jeans, slacks, dresses, shoes, socks, and outerwear such as coats, scarves, hats and gloves.

Special holidays include:

Independence Day
The United States’ Independence Day is celebrated on July 4. However, it is not a big consumer holiday. People often celebrate by barbecuing in their backyard, going on a picnic and watching fireworks. The same outdoor dining products sold in the previous retail season are still popular now.

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October–November–December

These months correspond to the fall or autumn in the United States. Temperatures drop, trees change colors and the amount of daylight is significantly reduced. This is by far the largest retail season of the year and people begin shopping for the holidays as early as September.

Clothing: Families continue to buy both children’s and adult clothes, including warm shirts, sweaters, jeans, slacks, dresses, shoes, socks, and outerwear such as coats, hats and mittens.

Bedding: blankets, flannel sheets, comforters and throws

Holiday decorations: People purchase goods for several special holidays:

Halloween
In the United States, Halloween is celebrated on October 31. Young children dress up in costumes and ask their neighbors for treats and candy. These costumes include ghosts, goblins, devils, vampires, witches, skeletons, fairies, and characters from popular television shows or movies. Some people decorate their homes with carved pumpkins, candles, and items that resemble skulls, spider webs, witches and black cats.

Thanksgiving
This holiday is celebrated the fourth Thursday in November. In the United States, it is a time to give thanks for the many blessings experienced during the year. Families gather together, eat a big meal, and relax and enjoy each other’s company. Gifts are not normally exchanged.

Christmas
As in other countries, Christmas is celebrated on December 24 and 25 in the United States. This Christian holiday is the biggest gift-giving occasion during the year. Many consumers begin purchasing both decorations and gifts in October. Decorations include ornaments for Christmas trees, bells, lights, wreaths, angels, Christmas stockings (into which small gifts are often placed), candles and candleholders, snowmen, cards, wrapping paper and nativities. Many people decorate both the inside and outside of their homes. Family and friends send each other Christmas cards as well as exchange gifts, which range from personal items like jewelry, clothing and perfume, to gifts for the home such as cookware, tableware, and furnishings, to items like stationery, desk accessories and games.

Hanukkah
Jewish families celebrate Hanukkah, the Festival of Lights, during 8 days in December. Although this is not traditionally an occasion to give gifts, it is becoming more common for parents to give their young children gifts throughout Hanukkah, which may range from small chocolate coins to toys, clothing, and games. A common toy that children play with is the dreidel, a 4-sided top with a Hebrew letter on each side. The menorah, a candelabrum that holds 9 candles, is lit during this and many other Jewish holidays.

Kwanzaa
Kwanzaa is celebrated from December 26 through January 1. It is an African-American celebration focusing on African culture and ancestors. The colors of Kwanzaa are black, red, and green; streamers, balloons, cloth, flowers and African prints in these colors are used to decorate homes. The special candleholder used during Kwanzaa holds 7 candles. Gifts, especially those that are educational or creative, are exchanged by family members.

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Copyright © 2001 The Transparency Center, Inc.