September 2026: what prices did across 13,464 products
We check the price of every product on this site once a day and keep what we saw. In September 2026 that came to 111,999 checks across 13,464 products. Here is what the month’s record says.
Prices rose about as often as they fell
Of 644 price changes we recorded in September 2026, 304 were increases and 340 were decreases: 47% of all movement was upward. When a price did fall, the typical fall was 20.0% — the median, so half of all drops were smaller than that.
Not every rise is a price increase: 96 of the 304 were prices going back up after a sale ended. The other 208 went above anything we had recorded for that product before.
The practical read: prices moved both ways about equally, so the brand matters more than the calendar. The table below shows which brands actually cut prices.
Which brands actually moved
Brands with at least three recorded changes in September 2026. Depth is measured against the price we recorded ourselves on the previous check, not against a number the store crossed out.
| Brand | Drops | Rises | Typical drop | Deepest |
|---|---|---|---|---|
| Primary | 73 | 8 | 30.4% | 33.9% |
| Zoe Lev | 55 | 0 | 20.0% | 20.0% |
| The INKEY List | 34 | 34 | 7.1% | 15.8% |
| Gymshark | 28 | 61 | 25.8% | 50.0% |
| Farmacy | 25 | 25 | 12.3% | 16.7% |
| Burberry | 24 | 3 | 13.6% | 27.4% |
| TOMS | 20 | 19 | 22.3% | 31.5% |
| Ghost | 8 | 0 | 27.5% | 50.0% |
| Stitch Golf | 8 | 0 | 66.0% | 72.6% |
| Twelve South | 6 | 6 | 15.5% | 25.0% |
| Emporio Armani | 6 | 1 | 19.4% | 44.6% |
| Stasher | 6 | 0 | 24.2% | 50.0% |
| Hat Heaven | 5 | 0 | 50.3% | 61.1% |
| Frankies Bikinis | 4 | 4 | 10.7% | 10.7% |
| Rockport | 4 | 4 | 22.9% | 28.6% |
| OtterBox | 4 | 1 | 30.0% | 30.0% |
| Boll & Branch | 3 | 3 | 9.5% | 12.7% |
| Death Wish Coffee | 3 | 3 | 21.7% | 25.0% |
| Tower 28 | 3 | 0 | 9.3% | 13.3% |
| FOREVER 21 | 1 | 7 | 55.9% | 55.9% |
| Liforme | 0 | 23 | — | — |
| Burt's Bees Baby | 0 | 21 | — | — |
| Parachute | 0 | 16 | — | — |
| Our Place | 0 | 9 | — | — |
| Moby Wrap | 0 | 8 | — | — |
| SOLE FITNESS | 0 | 7 | — | — |
| gorjana | 0 | 6 | — | — |
| Baloo Living | 0 | 5 | — | — |
| MOFT | 0 | 5 | — | — |
| MagicLinen | 0 | 4 | — | — |
| Gamma Sports | 0 | 3 | — | — |
Another 188 brands we watch did not change a single price in September 2026. For those, «does it ever go on sale» has an answer, and the answer is no — at least not in the window we have watched.
Against official inflation
The same products priced at the start and at the end of September 2026, next to the Consumer Price Index for the same month. The Bureau of Labor Statistics publishes September 2026 CPI in mid-October; until then that column is empty.
| Our category | Same products | Our change | CPI item | CPI change |
|---|---|---|---|---|
| Clothing, shoes and accessories | 298 (0 up, 0 down) | 0.0% | Apparel | Not yet published |
| Beauty and personal care | 718 (2 up, 5 down) | −0.1% | Personal care products | Not yet published |
| Home | 240 (14 up, 6 down) | 0.0% | Household furnishings and supplies | Not yet published |
Our change: for every product priced in the last week before September 2026 began and again in its last week, the average (geometric) of end price over start price, as listed on the store’s product page — checkout discounts are not included. A category with fewer than 100 such products is not published: one discounted item would decide it. CPI: BLS CPI-U, U.S. city average, not seasonally adjusted, change from the previous month. Our sample is the direct-to-consumer brands we track, so a gap between the two columns describes these brands, not inflation as a whole.
Use this data
Licensed under CC BY 4.0: free to quote and republish with a link to this page. The brand table is available as CSV.
Cite as: Avahit price report, September 2026, 13,464 products observed Sep 1, 2026 – Sep 30, 2026, https://avahit.com/price-report/2026-09.
Release dates and every figure we publish, with its limits, are on the page for journalists.
How this is measured
- Every product page is checked once a day. A check is recorded whether the price moved or not, so «never changed» is a result, not a gap.
- A change counts only against our own previous reading. Store-side «was» prices are not used anywhere on this site.
- Amazon products are excluded entirely: their licence does not let anyone keep a price longer than 24 hours, so we have no history for them. What you see here is direct-to-consumer and specialist retailer stock.
- One calendar month is a short window: a sale season or a round of price increases can dominate it. Compare several months before calling anything a trend.
New checks do not change this page; they go into the live report. If a product is later removed from the catalogue, its checks leave these figures too. Product-level history is on each product page; the method behind our rankings is in how we pick and rank.