From holiday peak to New Year success: Turning January into a growth opportunity

The Christmas and holiday season often serve as a peak period for businesses, but what comes next is just as critical. January presents both a unique challenge and opportunity for brands. With consumers shifting their focus from festive indulgence to New Year priorities, businesses must recalibrate their strategies to sustain growth, clear inventory, and maintain brand visibility.

There are many ways that brands can make the most of the post holiday period. Understanding general consumer behaviour during this time of year helps you apply actionable strategies, and data plays a crucial role in driving the success of post-holiday campaigns.

Understanding the post-holiday consumer mindset

As the festive season fades, consumer behaviour shifts in ways that businesses can strategically apply. January presents unique opportunities, with shoppers adopting new priorities and mindsets that brands must understand to remain relevant. By aligning marketing efforts with consumer motivations and trends, brands can maximise opportunities that can emerge after the holiday period.

Here are some actionable ideas and tips from our in-house experts to help you connect with post-holiday shoppers and keep the momentum going.

New Year priorities

The start of a new year sparks a sense of renewal and motivation. Many individuals set goals focused on fitness, wellness, organisation, and productivity, driving demand for products and services that align with these resolutions.

Also, after the holiday season, many consumers become more cautious with their finances, focusing on smarter spending in the New Year. While they may have overspent during the festive period, they remain open to purchases—especially when they perceive good value. Discounts, deals, and savings become crucial motivators, making January an ideal time for brands to promote value-driven offerings. Additionally, options like buy-now-pay-later (BNPL) schemes, loyalty rewards, and subscription discounts appeal to financially conscious shoppers who want to make their money go further without compromising on quality.

Recommended strategy:

Monthly subscriptions at discounted rates for January sign-ups: This could include anything from fitness apps and streaming services to beauty boxes or curated product deliveries.

Exclusive “New Year, New You” product lines or services tailored to common resolutions: This offer can be ideal for customers looking to make positive changes this new year by offering products that fit their resolutions—be it fitness gear, wellness products, self-improvement courses, or organisational tools. Make your messaging clear and focused on personal transformation, using visuals and copy that resonate with people’s goals.

Value-driven campaigns such as “Spend and Save” schemes: Create campaigns where consumers receive future discounts or vouchers when they make a purchase in January. This could include offering a £10 discount on future purchases for anyone who spends £50 or more. This not only drives initial sales but also encourages repeat purchases throughout the year. Promote this as a smart way for customers to save in the future, while benefiting today.

Expert advice from our UFC Team

“Publish comprehensive blog posts, guides, videos, and social media content targeting January-themed long-tail keywords like ‘best productivity apps for remote work 2025’, ‘how to stick to New Year’s resolutions’, and ‘work -from -home organisation tips’. Focus on specific search intents by addressing questions with high search volumes, like ‘how long does it take to form a new habit’ or ‘most affordable home office equipment’. Structure content with semantic keywords and related terms to improve topical authority and SERP visibility, helping capture targeted traffic from users at different stages of their journey”

Gregory Whitaker — Senior User Focused Content Strategist

With the arrival of January, many people are motivated to declutter and organise their homes, offices, and digital lives. This behaviour is driven by the desire for simplicity and a fresh start. Brands offering storage solutions, home organisation products, or digital organisation apps can meet this need and resonate with consumers eager to simplify their environments.

Recommended Strategy:

Promote storage solutions with practical tips: If your brand is part of the Home good category, focusing on showcasing storage products like shelving units, storage bins, and space-saving furniture through targeted multichannel campaigns can be useful. Provide practical tips on how to use these products to organise specific areas like the kitchen, home office, or bedroom, helping consumers create a more organised and functional living space for the new year.

Showcase digital decluttering tools: Partner with or promote digital organisation apps or tools that help customers declutter their digital lives. Create informative blog posts or social media content highlighting how your tools can help organise files, emails, and schedules, positioning them as essential for a fresh start in the new year.

Expert advice from our Marketing Executive Team

“Offer time-sensitive promotions like free delivery on orders over a certain value or a discount for first-time customers. These incentives, combined with bundled deals (e.g., popular items sold alongside overstocked products), can help push customers to make final purchases.”

— Sian Badich, Senior Marketing Executive

Delayed festive purchases

Not all holiday shopping happens in December. Many consumers wait for January sales to purchase festive decorations, gifts, or seasonal items at a reduced price. This delayed purchasing behaviour creates a second wave of holiday spending, allowing brands to clear seasonal inventory while still tapping into consumers’ festive mindsets.

Recommended Strategy:

Perfect post-holiday presents: Market your products as “perfect post-holiday presents” or “January must-haves.” These could be items that were popular during the Christmas season but are now available at a discount. Focus on products with universal appeal, such as tech gadgets, fashion accessories, or home decor. Suggest practical items they may have missed or that now offer value in January sales. Creating a “January Wishlist” on your website can also help shoppers find the perfect products they missed during the busy holiday season.

Expert advice from our PPC Team

“Use data from your holiday campaigns to retarget cart abandoners or previous customers with personalised offers. Highlight any remaining holiday-themed products or create urgency around limited-time discounts. For example, create a campaign that targets those who browsed winter apparel or holiday decor, now available at a discounted price.” — Steph Douglas, Paid Media Executive

Return to work/school

As routines resume after the holidays, consumers focus on products that help them transition back into everyday life. Office supplies, school essentials, and productivity tools become highly relevant. From ergonomic office furniture to school backpacks and organisational tools, brands that showcase those kinds of products can meet these needs by offering solutions that simplify and improve daily routines.

Recommended Strategy:

Office essentials: Promote office supplies, organisational tools, and ergonomic furniture. Many people may be setting up new workspaces at home or preparing for hybrid working. Use targeted ads and email marketing to reach your audience, emphasising how these products can help consumers maximise productivity and comfort as they return to work.

School supplies: Offer bundles and discounts on school supplies, targeting parents and students gearing up for the return to school. Highlight the affordability of products and emphasise how purchasing early can help make the back-to-school transition seamless.

Expert advice from our Marketing Executive Team:

“Use email to nurture potential customers with tailored messages. Highlight January-specific promotions like ‘New Year Savings’ focusing on value and timing. Personalised emails can remind customers of products they showed interest in during the holidays that are now available at a discounted price or in special bundles, especially those with slower-moving inventory.”

— Vanessa Lamas, Senior Marketing Executive

Shift to experiences over material goods

After the gift-giving season, many consumers shift their focus from acquiring physical items to investing in experiences. Whether it’s travel, attending events, or participating in workshops, people look for ways to enrich their lives beyond material possessions. Brands in sectors such as hospitality, entertainment, or education can tap into this trend by promoting experience-based offerings that align with the “new year, new experiences” mentality.

Recommended Strategy:

Offer exclusive experience packages: Bundles are not just for items. For leisure travel companies combining activities like weekend getaways, museum tours, and restaurant vouchers, with a special discount for bookings in January can be beneficial. Promote these packages through targeted emails and social media ads to attract customers looking for new experiences.

Partner with influencers for event promotions: Collaborate with influencers to promote unique events like VIP access to concerts or workshops. Use influencer content to reach a wider audience and offer followers a discount or early access to events.

Expert advice from our Social Media Team:

“Use reviews, ratings, and testimonials prominently across your marketing channels to keep building trust. Showcase positive feedback from holiday shoppers to reinforce credibility, highlight the value of your products, and encourage customers to make purchases with confidence.”

— Lara Harding, Senior Organic Social Media Executive

Sustainability awareness

The start of the year often prompts reflection on consumer habits, leading to increased interest in sustainability and eco-friendly choices. As people seek to live more responsibly, businesses that highlight sustainable practices, offer eco-friendly products, or promote ethical sourcing can attract environmentally conscious customers. Positioning your brand as one that aligns with these values can strengthen customer loyalty and engagement.

Recommended Strategy:

Highlight sustainable choices in search and navigation: Create a dedicated section for eco-friendly products on your website with clear labels for items featuring sustainable materials or ethical sourcing, making it easy for consumers to find and choose them.

Run sustainability-focused campaigns: Use themes like “Small Changes, Big Impact” in marketing campaigns that emphasise the benefits of eco-friendly living. Incorporate visual content and practical tips alongside your products to inspire action and increase engagement.

Expert advice from our Content Marketing Team

“Use storytelling to highlight the origins of your products and the sustainable practices behind them. Shout about the eco-friendly materials and ethical sourcing, explaining clearly how your products stand apart from less sustainable options. This transparency can resonate deeply with environmentally conscious customers and build long-term loyalty.”

— Isabella Meerdink, Content Marketing Executive

Interest in upcoming holidays

Although Christmas has passed, consumers begin to focus on upcoming events—Valentine’s Day, Mother’s Day, and other celebrations. This provides an opportunity for brands to create early campaigns, offering pre-order opportunities or special offers that keep them top-of-mind for future purchases. Promoting upcoming events and providing sneak peeks into new collections or products can help brands stay relevant in the minds of consumers.

Recommended Strategy:

Launch pre-order campaigns with exclusive perks: Open pre-orders for Valentine’s Day or Mother’s Day with a limited-time discount or free personalised gift wrapping. Use dedicated landing pages and promote via email and paid social ads targeting gift shoppers. Include clear calls-to-action like “Reserve Now for Early Savings.”

Run social media teasers for new collections: Share behind-the-scenes content or sneak peek images of upcoming holiday-themed products. Create a countdown series in Instagram Stories or TikTok, linking directly to product pages or sign-up forms for early notifications. Use hashtags related to the holiday to boost visibility.

Expert advice from our SEO Team

“Improve your product pages for Valentine’s Day pre-orders with keywords like ‘exclusive pre-order’ and ‘limited edition’ to align with seasonal intent. Add countdown timers to highlight limited-time offers, and optimise blog posts and landing pages with holiday-related search terms. Use clear product descriptions, meta tags, and internal links to improve search visibility.”

Lucio Aragon — SEO Executive

Using data for continuous improvement post-holiday

Post-holiday success hinges on understanding consumer behaviour and tailoring strategies to suit different types of brands. Whether your focus is on promoting experiences, sustainability, or upcoming seasonal events, data should guide every decision. Analysing insights from Q4 performance allows businesses to refine messaging, optimise targeting, and personalise offers, ensuring that each campaign resonates with evolving customer needs. By aligning data-driven tactics with key consumer trends, brands can maximise engagement and sustain momentum well into the new year.

Reviewing holiday performance

January is the perfect time to reflect on the performance of your holiday campaigns. The data from this period can provide essential insights to enhance your post-holiday marketing approach and apply recommended strategies:

Channel effectiveness: Reviewing how different marketing channels performed during the holidays helps identify which ones delivered the best return on investment (ROI). Did social media ads or Google Ads generate more conversions? By understanding which channels worked best, you can allocate your budget more efficiently in January, focusing on the most successful platforms to maximise the impact of your campaigns.

Customer segments: Holiday campaigns often attract varied customer segments, from bargain hunters to premium buyers. Analysing which segments engaged most with your offerings allows you to target your post-holiday campaigns more precisely.

Feedback integration: Customer feedback—whether from reviews, surveys, or direct interactions—can highlight areas for improvement. Were there any common issues raised about product quality, shipping, or availability? Did certain items receive more attention than others? Using this feedback allows you to refine your product offerings and customer experience for future campaigns. Addressing pain points and enhancing your service can improve satisfaction and drive sales.

Testing new strategies

With insights from your holiday campaigns, January provides a great opportunity to experiment with new marketing strategies:

Test new ad creatives and audience segments: Post-holiday shoppers often have different priorities. Testing new ad creatives, messaging, or calls to action based on the behaviour observed during the holidays can help refine your strategy. Additionally, by experimenting with new audience segments—such as people interested in fitness, wellness, or back-to-school supplies—you can expand your reach and better align with the current consumer mindset.

Experiment with email subject lines or content formats: During the holiday rush, email engagement typically drops, making it essential to optimise your email marketing strategy. By analysing the performance of your holiday email campaigns, you can test new subject lines, content, or frequency of sending to determine what resonates with post-holiday shoppers. For example, if time-limited offers proved effective during the holidays, try using similar tactics to create urgency around January sales or promotions. A/B testing different strategies can reveal the best ways to engage your audience.

By analysing the data from your holiday campaigns and testing new approaches, you can optimise your marketing efforts for the months ahead. Whether it’s refining your budget allocation, targeting specific customer segments, integrating feedback, or experimenting with new strategies, the insights from the holiday season provide a valuable foundation for driving continuous improvement in your post-holiday campaigns.

Preparing for future success

January offers a fresh start, and with the right strategies, it can become a time for growth rather than a slow period. Using the above actionable insights, brands can maintain momentum after the holidays; from targeting consumers with New Year resolutions to promoting sustainability and preparing for upcoming events. Each insight reinforces one key point: data is your most valuable asset.

By reviewing the results from your holiday campaigns, understanding which channels worked best, and refining your approach based on customer feedback, businesses can improve their strategies for the months ahead. Testing new ideas and adjusting tactics will help brands stay relevant and engage customers effectively. January isn’t just about clearing stock; it’s an opportunity to set your brand up for success throughout the year. With the right insights and strategies, you can make the most of this period and drive continued growth.