Remember that exciting back-to-school feeling? An over-filled backpack with new school supplies, a cool new outfit, and that mix of anxiety and anticipation about what the school year would bring. Well, guess what? That ready-to-learn energy doesn’t disappear when we become working professionals, and that’s great news for professional associations!
At Holmes Corporation, we’ve been tracking trends in certification preparation demand for decades, and the September surge is undeniable.
September: The Month That Delivers
We examined the past 5 years of certification preparation sales data, excluding programs with exam windows that could skew the numbers. For individuals pursuing credential preparation, we discovered an incredible 24% increase in September sales over the monthly average. Clearly, professionals are inspired to learn and grow at this time of year.
September is more than a bump, it’s a boom!
The Psychology Behind the Pattern
Why does this happen? According to adult learning theory, adults are motivated to learn internally, with their desire for career growth and professional development driving their motivation to pursue education.
September taps into this intrinsic motivation in a particularly powerful way. As summer distractions fade away, there’s renewed focus on practical career planning for the months ahead. Whether the goal is to enhance a skill set for career advancement or prepare for a new opportunity, September provides a psychological fresh start that many professionals need.
Beyond Individual Learners
What’s particularly interesting is that this isn’t just about individuals making professional development decisions. We see a 29% increase in sales to employers who purchase certification preparation programs in bulk for their staff. This suggests that organizations are also timing their training investments around these seasonal patterns, whether consciously or not.
Instructor-led programs show the most dramatic seasonal swings, with 80% increases in September. This tells us that training organizations and educational institutions are also riding this wave, scheduling their certification prep courses to align with when demand naturally peaks.
The Takeaway for Associations
If you’re not already optimizing your certification marketing and program launches to take advantage of these seasonal patterns, you’re leaving money on the table. More importantly, you’re missing opportunities to serve your members when they’re most motivated to learn.
Consider this your data-driven permission slip to:
- Front-load your August and September marketing campaigns with certification prep and professional development content
- Schedule major program launches to coincide with this natural demand peak
- Train your member services team to expect the surge and be ready to convert interest into enrollment
- Plan your content calendar around this seasonal learning pattern
The back-to-school season isn’t just nostalgia; it’s a genuine psychological trigger for growth and improvement that continues throughout our working lives.
For associations, this represents a golden opportunity. When your members are naturally motivated to invest in their professional development, that’s when you want your education and certification programs front and center in their minds.
There’s still time to make an impact this September!
