If they don't spend the money now they'll spend the money later. Maybe a couple extra million for the "End of Summer" campaign, or the "Back to School Blowout" sale, or the "Fall is here" sale, or the "Thanksgiving" Sale, or the "Black Friday Clearance Blowout Everything Must Go" Sale, or the "Winter Season Specials" Sale, or the "Christmas Day Limited Time Only" Sale, or the "Boxing Day" Sale.