What Your Customers Are Thinking This Time of Year And How to Market to Them
As we enter the final stretch of July and look toward August, your customers are experiencing a subtle yet powerful mindset shift. Summer isn’t over, but it’s no longer new. People are beginning to re-engage with routines, plan ahead for fall, and even anticipate a new season of work, school, and life.
This seasonal transition creates a major opportunity for brands to recalibrate their messaging, campaigns, and offers. At PGH Digital, we work closely with businesses to stay in tune with these shifts, not only in what people are doing, but in how they’re feeling, and align marketing strategies accordingly.
Here’s a breakdown of the current customer mindset and how you can smartly adapt your marketing as July turns into August.
They’re Thinking About “Back to Routine” (Even if They Don’t Want To)
By the end of July, most people, parents or not, start to mentally prepare for a return to structure. It might be back-to-school shopping, fall schedules being released, or simply the mental adjustment of gearing up for a busier season.
Marketing Takeaways:
Speak to structure and preparedness. Campaigns that emphasize planning, organization, and convenience will resonate. Think: planners, checklists, bundled offers, or “start fresh” messaging.
Frame your offer around improvement. Whether it’s a product or service, position it as something that helps ease the transition, solve a pain point, or make August feel manageable.
Launch campaigns with “early access” energy. People want to feel ahead of the curve, play into that with first-come-first-serve offers or VIP-style promotions
Summer Spending Is Tapering Off, So Value Matters More
While June and early July are filled with splurge spending (vacations, events, summer experiences), late July marks a financial cooling period. Consumers are shifting from “treat yourself” mode to more practical, value-driven decisions.
Marketing Takeaways:
Highlight value without sounding cheap. Words like “smart investment,” “maximize,” or “bundle and save” convey quality with practicality.
Reposition your offerings for long-term benefit. If you’re selling something that will help them in the fall or winter, now’s the time to plant that seed.
Use urgency with a purpose. “End-of-summer savings” or “final summer markdowns” can still work, but combine them with storytelling, explaining why this is the right time to act.
Community, Sports, and Local Pride Are Top of Mind
With fall sports, local events, and the new school year coming into focus, many people are turning their attention back to their communities. In Pittsburgh, that means Friday night lights, Steelers season previews, and hometown pride taking center stage.
Marketing Takeaways:
Localize your message. Use familiar references, partner with local organizations, or run geo-targeted ads that speak to your city’s unique energy.
Connect through sports and events. Tailgate-themed campaigns, schedule-based promotions, or social content tied to gamedays can earn real attention.
Be a part of the community conversation. This is a great time to showcase your support for local causes, teams, and schools, and include it in your content calendar
They’re Craving Fresh Starts, Not Just Sales
August often brings a “mini New Year” energy. People think about getting organized, improving habits, and setting new goals. They want to feel like they’re turning a page, even if it’s not quite fall yet.
Marketing Takeaways:
Promote transformation. Position your offer as something that sparks momentum, organization, or clarity. Words like “refresh,” “kickstart,” and “reset” go a long way.
Launch new content. This is a smart time to introduce blogs, resources, or lead magnets that align with goal-setting and productivity.
Target based on behavior. If your campaigns include programmatic or paid search, now is a good time to refresh your audiences based on interest and engagement. PGH Digital can help.
How PGH Digital Helps You Stay in Sync
At PGH Digital, we know that timing isn’t everything, but it is a powerful edge when paired with the right strategy. As the seasons shift, we help businesses adjust their campaigns to meet customers where they are, emotionally and behaviorally.
Whether you need to:
Launch a new paid social campaign to promote seasonal bundles,
Reposition your Google Ads with an updated copy to align with August's intent.
Build email campaigns that speak to back-to-routine planning,
Or create locally targeted display ads timed to football season…
We’ll help you hit the right message, in the right place, at the right moment.
The last week of July is more than a summer sendoff; it’s the quiet start of a new season of consumer behavior. If you’re still running June-style campaigns, you’re likely missing an opportunity to connect with what people care about right now.
Let PGH Digital help you stay one step ahead. Because great marketing doesn’t just follow the calendar, it anticipates your customer’s next move.