"The lowest prices of the season" - what season?

I just received a flyer for a store (Kohl’s) that proclaimed on the front “lowest prices of the season”.

I see this headline a lot from stores, and although I haven’t completely kept track, it seems like any given store will take advantage of that phrase more than four times a year.

So is there any rhyme or reason to what this really means? Do the store seasons correspond to the traditional seasons of the year?

WAG: They could mean the different phases of each season? As in, this is our first spring collection (that will be soon going out), then closer to March (I guess), Spring II, etc.?