When Farmers Weigh Whether to Buy Now, Buy Later or Hold Off Entirely, Is Your Marketing Built to Help Them Decide?

Farm Journal’s September 2026 Ag Economists Monthly Monitor takes a closer look at fertilizer prices, but the story goes beyond one input. It’s no secret that rising costs, tight margins and economic uncertainty are influencing how producers prioritize spending and make purchasing decisions. While fertilizer is just one piece of the puzzle, it reflects broader financial pressures across agriculture. For ag marketers heading into 2027, the question is: How should these realities shape where brands invest, how they communicate value and what it takes to earn a producer’s business?

Source: September 2026 Ag Economists Monthly Monitor as reported by Rhonda Brooks in AgWeb (Oct. 5, 2026). The 50% figure comes from a separate June Farm Journal economist report. These reflect economists’ views, not surveyed producer intentions.

What Makes the Outlook Difficult?

• No single buying window: Economists recommend different approaches to fertilizer purchases, while price expectations vary. Brands should be careful about assuming customers will all make decisions at the same time.
• Pressure extends beyond one input. Fertilizer costs, financing and other operating needs compete for working capital. In a separate June Farm Journal economist report, 50% expected broadly profitable crop margins to be three to five years away.
• External forces can change the plan. Global production, trade policies and fertilizer input costs may shift the outlook after marketing calendars and farm plans have already been set.

The biggest competitor may be the decision not to buy.

Five Marketing Decisions to Revisit for 2027

For ag marketers, the challenge is not only to win preference over another brand. It is to help customers justify investing at all.

*This is a marketing interpretation of the economic findings, not a conclusion measured by the panel.

Before You Finalize the Plan, Ask:

• Are we competing against another brand, a lower-cost option or no purchase at all?
• What proof would a skeptical customer need to defend the investment?
• Does our marketing strategy still work if purchasing decisions are delayed by 90 days?

When Buying Gets Harder, Marketing Matters More

A tighter farm economy doesn’t automatically mean marketing should go quiet. It means the marketing that helps customers make difficult decisions may matter more.

Connect With Our Team at talktoanexpert@farmjournal.com