A new year is a time for fresh starts, bold goals, and transformative resolutions. It’s also an opportunity for ecommerce businesses. The "New Year, New You" (NYNY) trend marks a surge in consumer motivation, creating a significant shift in shopping behaviors as people invest in their self-improvement aspirations.
For brands in the health, wellness, and personal development industries, this period is a golden opportunity to connect with highly motivated shoppers. Equally, New Year’s Resolutions have expanded beyond traditional wellness improvements to include new skills, hobbies, and more – creating an opportunity for brands of every type to capitalize.
But how do you ensure your brand stands out in the sea of January campaigns?
Our 2025 "New Year, New You" Report unpacks the insights and strategies that can help you align with this annual phenomenon and drive success.
>>> Download the report now <<<
Here’s a sneak peek into what’s driving this trend and how your business can seize the moment:
The Evolution of the "New Year, New You" Trend
Three-in-ten Americans report making at least one New Year’s resolution in 2024, with half of that group making more than one.
Those resolutions and the "New Year, New You" trend are deeply tied to the growing $1.9 trillion global wellness market. But this isn’t just about health products anymore—consumers are broadening their focus to include mental well-being, financial health, and even new skills and hobbies.
In 2024, nearly 80% of resolutions revolved around health and wellness, with spending in this category increasing by 5-10% annually. Equally, large shares made resolutions around money or finances (61%), personal relationships (57%), hobbies or personal interests (55%), or work and career (49%).
Brands that cater to these aspirations can convert these resolutions into sales. From fitness equipment to stress-management tools, there are significant sales opportunities for those who align their campaigns with this resolution-driven landscape.
Acting On the Opportunity to Drive Sales
Every year, our strategists work with our customers to craft tailored ad strategies that align campaigns with the “New Year, New You” trend.
That starts with gaining a deeper understanding of a brand’s target audience. Especially when it comes to resolution-based shoppers – that requires understanding intent, behavior, and interests. By leveraging Amazon Marketing Cloud (AMC), we craft persona-style audiences that are more informative than traditional, demographic-based audience attributes.
That’s how, for example, we create audiences that look more like “Plant-Powered Alternative Seeker” instead of “Men, age 25-35 in metro area” for a “New Year, New You” campaign targeting shoppers looking to fuel their upcoming fitness journey with plant-based protein products.
With that foundation of well-targeted audience, brands should then flesh out their full-funnel advertising strategy – across multiple channels and marketplaces – with the themes of the “New Year, New You” trend.
That includes some critical marketing motions like:
- Crafting targeted advertising campaigns, special promotions, and relevant content marketing that resonates with the New Year resolution mindset
- Tailoring product line descriptions, features, and specifications, along with brand store designs, to align with prevalent resolution trends
- Building brand awareness with new-to-brand customers through paid social, Amazon DSP, and more
These adjustments, and more, are how one of our customers, KOS Naturals —a leading plant-based protein brand on Amazon—increased sales by 36% from December to January.
But, if you’re looking to take advantage of this yearly spending surge, one of the most important factors is getting started before the New Year arrives (and before shoppers start using the gift cards they received during the holidays). While many brands start their “New Year, New You” marketing push as early as November – the end of December to early January is crunch time.
To get started, read our 2025 playbook to ensure your brand is prepared. And if you need some help, every Quartile customer gets the same level of white glove treatment including strategic recommendations – regardless of brand size or industry.
By combining our industry-leading AI-powered platform with full-service expertise, our team will ensure you have the best Q1 yet.
