Why Do We See More Ads in January?

Every January, we see it everywhere - fitness apps, meal kits, budgeting tools, all shouting about how they will help people stick to their New Year’s resolutions.

And honestly, it works. Why? Because brands understand how people are feeling right now - they are motivated to change, start fresh, and set goals.

And smart marketers? They have been planning for months to meet them exactly at this moment. It’s not just luck. It’s strategy.

From fitness trackers offering “New Year, New You” discounts to meal plans that promise healthy eating made easy, brands know how to align their messaging with people's New Year goals. And it’s about helping you feel supported and understood.

What 🥴 how does this work? And how can you make it work for your brand?

Let's dig in!

Common New Year's Resolutions

Every year, people set similar goals. Some widely-taken resolutions among them are:

• Getting fit and losing weight: Gyms, fitness apps, and wellness brands often focus on this resolution to promote memberships, trackers, and healthy products.

• Saving money and better financial management: Financial institutions and budgeting apps use this opportunity to offer tools for better money management and financial health.

• Learning new skills or starting a hobby: Education platforms and hobby-focused brands promote courses and starter kits with discounts and bundle offers (these begin even before January).

• Improving mental health and reducing stress: Wellness brands, meditation apps, and therapy services show their ability to support mental well-being.

• Living more sustainably and being eco-friendly: Eco-conscious brands emphasize sustainable products and practices to tap into this growing resolution.

The best time for brands to sell more is the new year when people make resolutions for personal or professional change. Brands work on these similar goals among people to align their products and services with customer aspirations.

Strategies Around Resolutions

Upon understanding the resolutions of their target audience, brands adopt various marketing strategies to market their offerings and pull in the maximum number of people. Some such widely used approaches are:

1. Timing Is Everything

The key to a thriving New Year’s resolution campaign is the timing. Brands start building momentum as early as December (and that's why running digital ads at year-end can cost your bank), reaching their peak intensity in January, when people are most motivated.

Many campaigns extend into February, knowing people need motivation to stay on track. I mean, you see those buttons - Offer ends before tonight or Only 1 seat is left.

Why Timing Matters?

• Resolutions are top-of-mind for customers in January.

• Early campaigns capture attention before the market gets saturated.

• Extending campaigns into February ensures brands stay relevant as motivation wanes.

Planet Fitness often launches its "Join for $1" campaign around the start of the year, targeting the surge in fitness-related New Year's resolutions. The campaign continues through January so it attracts people during the peak resolution period.

2. Problem-Solution Marketing

Brands position their products as solutions to people's common struggles when keeping their resolutions. This type of marketing doesn’t just push a product but offers a genuine solution to a recurring challenge.

How to Execute?

• Identify common pain points (e.g., difficulty staying consistent, lack of time, lack of motivation).

• Show how your product or service addresses these challenges.

• Use testimonials or case studies to build trust.

Noom markets itself as a weight loss app and a behavioral change platform. Their messaging focuses on why many resolutions fail.

Instead of a typical diet, Noom promotes itself as a mindset shift with ads like "This isn't another diet – it's a new way of thinking about food."

3. The Fresh Start Effect

The psychology of New Year’s resolutions taps into the idea of new beginnings. Brands capitalize on the sense of a clean slate by using motivational slogans like:

• "New Year, New You"

• "Make 2025 Your Best Year Yet"

• "Start Fresh This January"

Tips for Leveraging the Fresh Start Effect:

• Use positive, empowering language.

• Highlight transformation and progress.

• Create visuals that evoke renewal (e.g., sunrise, clean slates, fitness goals).

Fitbit often runs January campaigns that align with New Year's resolutions, frequently featuring promotions and deals on their fitness trackers. This messaging encourages customers to track their resolutions and stay motivated throughout the year.

4. Bundle Deals and New Year Packages

Brands create offers that combine products or services to align with common resolutions. This strategy is especially effective when aiming to make a customer’s journey easier.

Key Elements of Successful Bundles:

• Combine complementary products or services.

• Offer a significant discount to make bundles attractive.

• Highlight how the bundle addresses multiple resolutions.

HelloFresh often introduces special meal plan bundles and promotions around the start of the year, targeting those looking to improve their diet as part of their New Year goals.

These bundles include healthy recipes, portion control guidelines, and meal planning tools.

5. Social Proof and Community Building

People often feel more motivated when they see others achieving similar goals. Brands use social proof to show that others have succeeded in their resolutions, helping create a sense of community.

How to Build Community:

• Share success stories and testimonials.

• Create challenges or groups for customers to join.

• Encourage user-generated content (e.g., before-and-after photos, progress updates).

Weight Watchers runs campaigns that show the real member success stories, including before-and-after photos and personal testimonials. This social proof encourages potential customers to believe they, too, can achieve their resolution with the brand's help.

Practical Tips for Marketers

» Start Planning Early

• Plan your campaigns by September to ensure enough time for creative designs.

• Test messaging in November to gauge its effectiveness and adjust.

• Launch soft campaigns in December to build anticipation and buzz.

• Go full-force in January to capture the attention of resolution-focused customers.

» Create Resolution-Specific Content

• How-to guides for achieving resolutions

• Progress tracking tools (e.g., fitness or financial trackers)

• Advice articles on how to stay motivated

• Motivational content to inspire customers to keep going

• Expert interviews offering practical tips

» Use Multi-Channel Marketing

Brands need to meet customers where they are. A multi-channel strategy ensures broader reach and better engagement:

• Social media campaigns across platforms like Instagram, Facebook, and X

• Email marketing sequences to nurture leads

• Mobile app notifications to keep users engaged

• Traditional advertising (TV, print, radio) to capture a wider audience

• Influencer partnerships to drive credibility and excitement

» Offer Tiered Solutions

Give customers multiple ways to interact with your brand based on their needs and budget. Giving solutions at different price points can help drive engagement from a larger audience.

• Free resources like blogs or downloadable worksheets

• Low-cost entry points, such as trial memberships or basic courses

• Premium offerings, like full programs or personalized consultations

» Extended Engagement Strategies

Customer engagement doesn’t stop after January. To maintain momentum, brands should offer ongoing support and incentives:

• Develop 30-day challenges to encourage commitment.

• Implement progress tracking systems to monitor results.

• Send regular encouragement emails to keep customers motivated.

• Offer milestone rewards to celebrate key achievements.

Successful Campaign Examples

Fitness Industry

Peloton’s "Work Out Your Way" Campaign

In November 2023, Peloton launched its "Work Out Your Way" campaign, celebrating the freedom of movement and encouraging individuals to immerse themselves in workouts that suit their preferences. The campaign features real Peloton users and athletes, including top instructor Robin Arzón. Source

Financial Services

Acorns' New Year Promotion:

Acorns, a micro-investing platform, often runs New Year promotions to encourage users to start saving and investing. For instance, they have offered bonuses like a $10 sign-up incentive for new users who begin investing.

Education Sector

Udemy's "New Year, New Skills" Sale:

Udemy, an online learning platform, frequently launches New Year sales to motivate individuals to acquire new skills. Their "New Year, New Skills" campaign offers discounts on several courses. Source

Common Pitfalls to Avoid

1. Don't be too pushy: People already feel the weight of their New Year's resolutions. Overly aggressive marketing can feel intrusive.

2. Avoid negative messaging: Do not talk bad about past habits. Instead, focus on empowering customers with the tools they need.

3. Don't make unrealistic promises: Ensure your messaging is grounded in reality and fact-proven if possible.

4. Give complete customer support during high-volume periods. It’s important to ensure customers get the assistance they need, especially when resolutions peak.

Looking Forward

The key to successful resolution-based marketing is providing real support, not just products. Brands that provide ongoing value and create sustainable programs beyond January will see long-term success.

When developing your strategy, remember to:

• Focus on building long-term customer relationships.

• Provide actual value beyond the initial sale.

• Create sustainable programs that extend past January.

• Build communities around your brand to promote customer loyalty.

By genuinely supporting people's resolutions, brands can develop deeper connections with their customers while boosting business growth simultaneously.