What Schools Actually Buy in January
When I was still working in schools, January always felt like a reset button. The holiday decorations came down, the building slowly refilled, and everyone walked around with renewed energy.
Now that I’m on the outside serving schools, I’ve learned that January has a very specific spending rhythm. Understanding it can be the difference between landing clients and spinning your wheels.
The Budget Reality Check
Most independent schools operate on a fiscal year that runs from July to June. By January, administrators have spent about half their budget, and they’re getting a clearer picture of what’s left.
Some line items came in under budget. Others got blown out by unexpected expenses. And there’s a particular type of money that becomes available right around now: the “use it or lose it” funds.
I can’t tell you how many times I sat in leadership meetings in January where someone said, “We have $15,000 left in professional development that we need to spend before June, or it disappears.”
What They’re NOT Buying
January is not the time for big strategic initiatives. Schools are mid-year. They’re not reinventing their marketing strategy or overhauling their admissions process. They’re executing on plans that were made last spring.
If you’re pitching something that requires a fundamental shift in how a school operates, you’re six months too late. Or six months early for next year.
What They ARE Buying
January purchases fall into three categories.
Problem-solving purchases. Something broke, and they need to fix it now. These are reactive buys that happen fast.
Leftover budget purchases. Workshops, software, and consulting projects that can be scoped and completed before June.
Planting seeds for next year. Smart administrators are already thinking about next year’s budget, with requests typically due by February or March. If you want to be in that budget, you need to be having conversations now. Not selling. Conversing.
The Access Problem
One more thing: everyone just got back. Inboxes are overflowing. Don’t expect fast responses the first week of January. By the second and third week, things stabilize, and real conversations can happen.