January has traditionally been a tough time for retailers, with consumers tightening the purse strings after splashing out during the ecommerce holiday season.

In fact, in 2021, January saw the second-lowest retail sales total of any month—just ahead of February:

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As a marketer, what can you do to avoid starting the year with two months of pain?

In theory, it’s a simple solution: you just need to nail your messaging. However, as we all know, that’s easier said than done.

To make your life a little easier, I dipped into the Drip archives to unearth five of the very best 2023 New Year’s marketing ideas from some of our favorite brands.

 

1. Origins: Tap Into Popular New Year’s Resolutions

I’m going to start with arguably the most effective of all New Year marketing ideas: referencing your customers’ New Year’s resolutions.

A YouGov survey conducted in late 2022 revealed that 37 percent of Americans planned to set a goal or resolution for the following year, while 17 percent were unsure.

In other words, up to 54 percent of consumers started 2023 with some sort of personal objective. That’s far too big a chunk of your audience to ignore.

The first step to leveraging resolutions in your New Year marketing is to understand the types of goals your customers are setting.

Fortunately, there’s plenty of research to help us out. According to Statista’s Global Consumer Survey, health is a common focus, relating to each of the three most popular resolutions for Americans:

  • Exercise more (cited by 52 percent of respondents)
  • Eat healthier (50 percent)
  • Lose weight (40 percent)

Those resolutions prove that health touches on multiple consumer product categories. Want to exercise more? Here, buy these running shoes. Planning to eat a healthier diet? Check out this cookbook. Eager to lose weight? You’ll need a new water bottle for all those gym sessions.

And, as cosmetics brand Origins demonstrates, there’s also a clear link…


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