Findarace data shows key seasonal trends: Half marathons and 5k's are expected to surge in popularity towards the end of the year. Between 4x and 5x more people are searching for these races in Q4 compared to the rest of the year. 5k's remain the most popular distance nationwide, while marathons peak in October–November alongside the Majors. Pair this with the latest RunSignup Annual RaceTrends Report, and the picture is clear: September through November is the busiest stretch of the year.

Findarace.com data from 2025

The Fall Racing Landscape

• September and October host 27% of all U.S. races

• November has just 9% of races but accounts for 29% of annual participation (thanks to Turkey Trots)

• Nearly 40% of races happen in the year’s final quarter

• Half marathons thrive from August to November, especially in the Midwest & Northeast

• 5k's dominate everywhere with seasonal peaks

• Marathons spike in October and November, coinciding with major U.S. races.

Takeaway:

1. Fall offers significant opportunities, but also fierce competition for runners’ time, attention, and registration dollars.

Registration Timing

• 24% of runners sign up on race week.

• Marathoners plan early: 53% register 3+ months in advance, while only 6.5% register in race week.

Where Runners are Looking For Races

The recent Running USA Insights Report gave a breakdown of the channels people use to find events they want to participate in.

• 55% of traffic comes from referral sites, such as findarace.com.

• 59.3% from online search, Google etc.

• 45.2% from social media.

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Takeaways:

1. Referral sites have a broader reach than social media.

2. Late pushes (emails, social posts, race-week promos) have high ROI.

3. Long-distance events benefit from early-bird offers and training plan tie-ins.

Running USA Insight Report, September 2025

Retention is Tough: Plan for it

Only 17% of runners return year over year (just 12% for marathons). To build loyalty:

• Offer perks (discount codes, early access)

• Build traditions (photo spots, signature swag)

• Encourage referrals (bonuses for past runners who bring friends)

The Mobile-First Reality

• 60% or more of registrations occur on phones/tablets.

• 35% use Apple Pay or a saved card.

If sign-up feels clunky on mobile, you’re losing runners. Test across devices and keep that “Register” button big, obvious, and fast.

Why Smaller Races Should Be Excited

Big races grew 5% last year, but smaller events (<500 runners) grew 10%. Local RDs who leverage community ties and deliver exceptional experiences can ride that wave.

Your Fall Playbook

• Start Early for Long Distances — Market to training cycles.

• Save Firepower for Race Week — Procrastinators are your friends.

• Create Traditions — Give runners reasons to return.

• Optimize for Mobile — Assume sign-ups happen on the go.

• Use Seasonal Energy — Embrace pumpkins, cider, and finish-line chili.

Ready to grow your race?

If you’re on RunSignup, you can claim your race on Findarace.com today - just find your event on the site and hit the 'Claim' button. If not, connect with us to easily list your race and reach thousands of runners looking for their next event.

image © Prairie Race Series, Wichita Sports Commission