5 Ways to target New Year’s resolution audiences

January 3, 2022 | 3 minute read
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From personal fitness to after-holiday bargain shopping, January marks the time of year when customers set specific goals—and will spend what it takes to achieve them.

According to a 2017 Statistic Brain survey, 41 percent of Americans usually make New Year’s resolutions, and of those promises, 58.4 percent stayed in effect throughout January.

Advertisers frequently use this time of year to target customers needing products to help them on their newfound journey. 

For example, Samsung’s January 2017 campaign targeted New Year’s audiences interested in working out, while Spotify’s campaign focuses on 2018 goals based on their user’s digital music profiles. 

Image courtesy of The Drum

So if your campaign includes targeting New Year’s audiences, consider that the competition for customer attention is fiercer than ever in 2018.

With U.S. local ad spending projected to hit $151.2B in 2018—a 5.2 percent increase over $140.9B in 2017—now is not the time to guess which targeting strategy is most effective. Isn’t it better to know?

“There are a lot of opportunities for marketers to connect with the right consumers in the New Year, with audiences on resolution-setting frenzies,” said Josh Harris, Director of Partner Solutions for Oracle Data Cloud.

“These audiences need the assistance of potential products to help them reach their New Year’s goals,” he said. “There’s loads of potential room for missed opportunities in this space each year for businesses to make some valuable—and potentially quick—sales.”


Our Data Hotline team can help surface these opportunities, or show you a potential way to cut a data segment to expose new and relevant customers during this time of year.

Check out these five New Year’s audiences to help execute your next New Year’s resolution campaign.

1. New Year's Resolutions: Weight Loss

Weight loss always sits atop New Year's resolutions lists—these buyers start the year off shopping for exercise equipment, weight-loss supplements, and health foods. Don’t miss the opportunity to target this highly coveted audience in January.

2. New Year's Diet & Fitness Resolutions: Seasonal Shoppers

Target households with past-purchase spend on diet and fitness after the holiday season. These purchases can include everything from healthy meals to gym memberships, workout clothing, and more.

3. New Year's Resolutions: Organization

Getting organized is another popular New Year’s resolution for customers. From closet containers to storage bins, organizers believe all things have their place—and we believe you can target them effectively!

4. Winter Activity Enthusiasts

According to that 2017 Statistic Brain survey, “Do more exciting things,” can be on your customer’s New Year’s resolution list this year. Winter activities might include purchasing snowboarding gear, booking a trip to the Alps, or even buying a new set of snowshoes.

5. Post-Holiday Bargain Shoppers

These consumers want a good bargain—deep discounts, coupons, and special offers call their name when the holidays end. This is an ideal audience to target in January—with many customers planning to save money in the New Year.

Contact The Data Hotline today for one-to-one help with these audiences and more. (What's The Data Hotline?

Stay up to date with all the latest in data-driven news by following @OracleDataCloud on Twitter and Facebook!

Photo: Shutterstock

Maren Williams

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