TAX SEASON
It’s Time to Start Marketing for Next Tax Season
Your ideas are fresh now.
By Ed Mendlowitz
Tax Season Opportunity Guide
Marketing takes many forms. Further, many accountants are not trained in marketing. I also know that while most CPAs want more business, they are too busy with what they have to be actively seeking new business. Additionally, marketing can be external, internal or retentive.
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External is where new clients are solicited. That takes effort, ingenuity, time and maybe even some money.
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Tax Season Leaves Accountants Drained, Disappointed
The Busy Season Barometer Shows Exactly When—and Why.
By CPA Trendlines
After starting near historic highs, sentiment among tax professionals fell more than 30 points by April, as workload, client behavior and system failures overwhelmed expectations.
MORE Busy Season Barometer | Join the survey. Get the results
The 2026 tax season began with confidence.
By December, sentiment among tax professionals had climbed to a positive 29.8—the strongest reading in the CPA Trendlines Busy Season Barometer cycle. A majority expected better conditions. Few anticipated what came next.
By April, that optimism had vanished.
Accountant attitudes closed the season slightly negative, around -1 to -1.8, marking a swing of more than 30 points in four months.
It was one of the sharpest same-season reversals in the Barometer’s 24-year history, and it followed a pattern practitioners have seen before: expectations rising in the fall, then breaking under the weight of the season itself.
The difference in 2026 was the speed—and the causes.
21 Hard-Earned Lessons from Tax Season 2026
And What 20 Years of Data Say Comes Next
By CPA Trendlines Research
There is a ritual to tax season. It begins with anticipation dressed as control.
Practitioners tally the risks — the IRS, the law, the clients who will not deliver on time — and tell themselves this year will be different. Then the season starts. And it isn’t.
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The CPA Trendlines Busy Season Barometer tracks that ritual across waves of surveys from September 2025 through April 2026 with more than 300 respondents.
The data show not a profession in crisis, but a profession under stress. Where pressures no longer arrive one at a time but stack up on each other. Where external shocks have been absorbed, and internal limits have come into view.
Tax season is full of noise, chaos and confusion. But a close look at the Busy Season Barometer from this year – and going back more than 20 years – can cut through the fog for the patterns, trends, insights and, most of all, the tough lessons learned.
Tax season 2026 gives us at least 21 essential takeaways.
Red Flag Warning: Accountants Lose Faith in the Economic Outlook
Two-thirds now see tough times ahead.
By CPA Trendlines Research
After processing hundreds, if not thousands, of tax returns for wage earners and small business owners, U.S. accountants’ confidence in the nation’s economy is in a state of collapse, according to the latest CPA Trendlines Busy Season Barometer.
While practitioners entered the winter with relatively stable expectations, the reality of “busy season”—which provides a granular look at the financial health of American businesses—has apparently triggered a sharp reversal.
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With the end of the 2026 filing cycle, roughly two-thirds of CPAs are predicting that national business conditions will worsen over the next 12 to 18 months, a startling increase from the beginning of the cycle, when only half held a negative outlook. Conversely, the number of optimists dwindled to about 18%, down from nearly 30 points from earlier in the year.
“We’re looking at higher costs and too much uncertainty for our small-business clients,” one sole proprietor noted in the survey, shifting his rating to “much worse.”