KING OF PRUSSIA, Pa., Aug. 26, 2025 (GLOBE NEWSWIRE) — Vertex Inc. (NASDAQ:VERX) (“Vertex” or the “Company”), a global provider of indirect tax solutions, announced the results of its summer consumer tax survey, highlighting a spike in retail and e-commerce activity during what were historically considered off-peak seasons — revealing the emergence of new peak shopping busy periods for businesses and tax professionals to manage.
While the traditional peak shopping season runs from Thanksgiving through Christmas Eve, retail activity has expanded beyond the holidays. Summer travel and recreation, back-to-school shopping and the Halloween rush for costumes have contributed to new off-peak periods of heightened consumer demand.
One factor driving this shift is consumers’ response to an unpredictable economic landscape. Concerns about price increases and product availability are prompting more than half (53%) of consumers to purchase items earlier to avoid rising costs. That same majority is also changing how and where they shop to take advantage of sales and tax-free savings, particularly Millennials and Gen Z.
These seasonal retail shifts are reshaping how businesses prepare for peak shopping periods. To maintain a frictionless checkout experience across in-store and e-commerce channels, automated tax technology is essential. The latest Vertex survey reveals why: during summer, 76% of consumers purchase summer clothing and accessories, 71% shop for summer hobbies, 65% buy sunscreen, 41% pick up beach gear and 34% purchase water toys. For businesses to remain compliant, the need for precision and speed in tax operations becomes paramount. Automated tax platforms reduce friction during merchandise transitions by ensuring every Stock Keeping Unit (SKU) is taxed accurately under current regulations while minimizing errors, accelerating product mapping and …