It is proper to abstain from reciting the “Shehecheyanu” blessing during the three weeks between the Seventeenth of Tammuz and the Ninth of Av on a new fruit or a new garment. One should leave the new fruit or garment for after Tisha Be’av rather than to eat the fruit or wear the garment without reciting “Shehecheyanu.”

The source for this custom can be found in the Sefer Chassidim who writes that they would not eat a new fruit during the “Three Weeks,” for how can one recite the blessing of “Who has given us life, sustained us, and allowed us to reach this time,” during such a tragic period? Maran Ha’Shulchan Aruch likewise writes that it is preferable to abstain from reciting the “Shehecheyanu” blessing on a new fruit or garment during the “Three Weeks.” Rabbeinu Ha’Ari z”l rules likewise, as do the consensus of the Acharonim. (Chazon Ovadia-Arba Ta’aniyot, page 129)

If a pregnant woman sees a new fruit during the “Three Weeks” and craves it, she may indeed eat this fruit during this time and she should recite the “Shehecheyanu” blessing before eating it.

On Shabbatot that fall out during the “Three Weeks,” one may recite “Shehecheyanu” on a new fruit or garment. Nevertheless, following Rosh Chodesh Av, it is preferable to abstain from reciting “Shehecheyanu” on a new garment even on Shabbat. However, regarding reciting the “Shehecheyanu” blessing on a new fruit on the Shabbat following Rosh Chodesh Av, one may be lenient and do so.

Although it would seem that there should be no distinction between reciting “Shehecheyanu” on a new fruit or a new garment, for one is ultimately exclaiming that Hashem has “Given us life, sustained us, and allowed us to reach this time” in both instances during a period of mourning, nevertheless, the difference between a garment and a fruit is that according to the Rama, following Rosh Chodesh Av, one may not wear a new garment regardless of its “Shehecheyanu” blessing; however, regarding eating a new fruit, there is no prohibition to do so due to the essence of the fruit; rather it is only prohibited because of the “Shehecheyanu” blessing that must be recited on it that should not be recited during this time of year. Thus, a new fruit may be eaten on the Shabbat following Rosh Chodesh Av; however, regarding wearing a new garment on this Shabbat, one should act stringently and not do so. Maran Rabbeinu Ovadia Yosef zt”l rules accordingly in his Responsa Yechave Da’at (Volume 1, Chapter 37).

Summary: One should not recite the “Shehecheyanu” blessing on a new fruit or a new garment during the “Three Weeks.” There is room for leniency, however, on Shabbatot which fall out during the “Three Weeks.” Nevertheless, on the Shabbat following Rosh Chodesh Av, one should be stringent regarding a new garment but there is still room for leniency regarding a new fruit.

It is permissible to purchase new clothing during this period until Rosh Chodesh Av; however, they should not be worn until after Tisha Be’av, as we have explained.