Summer's Out of Reach

Written by Chris Cullen on 9/03/2024

^{_{Photo credit: Charlotte Simmons}}

September may be the most complex month in the calendar year. It is the proverbial blessing mixed with a curse, or some might say a double-edged sword. It is our annual simultaneous ending and beginning time. Sad songs are written about the beginning of summer in longing anticipation of September, such as “See You in September,” and other sad songs are written about September’s arrival, such as “Boys of Summer.” Summer’s end is signaled by Labor Day, the first weekend in the month, and then mid-month finds us celebrating the start of Autumn with the equinox on the 22^nd.

Getting the kids ready for school and navigating carpools dominate the focus of many households and many casual dining restaurants will struggle. According to a report in Businessweek, September is officially the slowest month for restaurant sales. In September, families start a new, more economical entertainment routine, motivated by the expenses of summer vacations and the cost of back-to-school necessities. Low on money and time, families opt to make home-cooked meals.

On the flip side, many retailers will make record revenues selling backpacks, uniforms, new school clothes, stuff for dorm rooms, new tech, and a myriad of other school supplies. After Black Friday, Cyber Monday, and winter holidays, back-to-school shopping is one of the busiest seasons for retailers. Annually, American households spend more than $30 billion on back-to-school shopping for students in kindergarten through 12th grade and an average of almost $2000 per student starting or returning to college.

As a small business, September is a time to get creative in how you manage magic and multiple personalities of September. Here are five tips to help you have a successful month:

1. Use the season’s colorful imagery and pleasant weather to create promotional strategies for customer acquisition and loyalty.

2. Don't wait for the turkey to be on the table before you consider your seasonal employee strategy. Start in September with staffing adjustments for the holiday season. Get your staff ready for the surge to come.

3. Celebrate Hispanic Heritage Month. The theme for Hispanic Heritage Month in 2024 is "Pioneers of Change: Shaping the Future Together," referencing the "spirit of innovation, resilience, and unity that define the Hispanic experience."

4. Honor Labor Day for the whole month. President Cleveland signed into law the creation of a national Labor Day, to honor the workers of America. Dedicate the month to recognizing your team.

5. Build satisfaction and retention by making employees feel valued. The MarylandSaves retirement savings program was created by the State of Maryland to make it free and easy for employers to give every worker in Maryland the opportunity to save for financial security in their retirement through payroll contributions.