From Summer to Fall: How to Time Your Sale and Protect Your Margins

With fall merchandise arriving at the end of July and into August, now is the time to get strategic about clearing out your summer inventory before it starts working against you.

Know What to Mark Down
Start by identifying your highest-risk categories: swimwear, sandals, bright colors, and anything that reads as peak summer. Layer in your slow sellers and older inventory to round out your sale assortment. The goal is to move what won't carry into the next season with confidence.

Think Carefully About Transitional Pieces
Not everything summer needs to go. Ask yourself: what feels irrelevant as fall approaches, and what can actually pair well with transitional merchandise and carry forward? Being selective here protects your margins and keeps your floor feeling intentional. If you still have open-to-buy budget for summer, be thoughtful about what you're bringing in. Make sure there's still a viable selling window and that it will feel relevant once pre-fall merchandise hits your floor. Lighter colors, versatile basics, and pieces that can be styled alongside transitional products are your best bet, as they can easily bridge the seasons and won't feel out of place next to your earliest fall arrivals. 

How Low Should You Go?
Let your inventory levels guide your discount depth: if you're lean in a category, a more moderate discount is perfectly appropriate (and better for your bottom line). On the flip side, if you're sitting on deep inventory in a category, don't be afraid to be more aggressive with your discount. A steeper markdown on overstocked items is far better than carrying excess summer merchandise into fall, where it will take up valuable floor space, feel out of place, and ultimately be harder to move at any price. 

Time Your Communication Strategically
Tease the sale the day before to build anticipation. Announce it too soon and you risk stalling sales in the days leading up to it, essentially sacrificing full-price transactions. Consider giving loyalty program members early access.  This strategy rewards your best customers and creates an extra layer of buzz before the broader launch. Once the sale is live, push hard in the first week to maximize impact. Skip marketing the “end date.” Instead of a ticking clock, create urgency around product availability.  Encourage customers to shop early while the selection is still strong.