That “New Year, New Me” mindset isn’t just cultural: it’s commercial. And in 2026, it’s an opportunity brands can win with the right mix of planning and creative.
Why the “New Year, New Me” Window Matters More than Most Brands Admit
Consumers don’t hit January 1 and magically become new people, but they do start acting like shoppers on a mission. In one dataset from TikTok, 4 in 5 users plan to sign up for at least one new service or activity in the New Year period, and 56% say they’re likely to learn more about how to achieve their goals during that time.This isn’t just “inspiration,” it’s purchase intent.
TikTok also reported:
- 50% of users in a survey said: “I plan to buy more for myself this winter season.”
- 52% of shoppers give gift cards as presents, which means a wave of “found money” gets redeemed post-holidays.
- 17% of retail sales in 2024 (nearly $890B) were returned, and much of that activity peaks after BFCM, creating real opportunities for trade-ups and replacements.
That said, New Year, New You isn’t universal. Some categories like alcohol or indulgence-led CPG, often see January as one of their slowest months as consumers pull back or “reset.” But even in those industries, intent doesn’t disappear, it shifts. Shoppers may pause immediate purchase, but they’re still researching, saving, comparing, and planning for future moments (events, trips, celebrations, or lifestyle changes). Brands that stay visible during this window can influence consideration and be first in line when spend rebounds.
On the visual discovery side, the New Year’s resolution mindset is even more pronounced. PInterest reports:
- 9 in 10 weekly users planned to set a New Year resolution.
- 87% of weekly users love shopping for products related to their resolutions.
- In the post-holiday period (Dec–Jan), one dataset cites 420M ideas saved and 61M related searches, a huge signal that planning behavior is spiking.
What This Means for Brands
If you treat January as “a slow month,” you’re not being cautious; you’re handing a high-intent window to competitors who kept their foot on the gas.
Here’s the real shift we see: consumers aren’t just chasing motivation. They’re building systems. On the planning side, shoppers are searching for things like productivity planners, habit stacking, meal planning, budget planning, goal boards, and daily habit trackers heading into the New Year.
And according to Pinterest, they’re more likely to follow through:
- 2 in 3 are eager to embrace new opportunities and experiences (+17% vs non-users in one comparison).
- 1 in 2 achieve at least some of the New Year resolutions they set (+25% vs non-users).
The Code3 POV: In 2026, “New Year, New Me” marketing wins when it respects the customer’s intelligence. The strongest angle isn’t “new year, new you.” It’s “new year, new plan.”
Your 2026 Strategy: Win with Full-Funnel Marketing, Not Random Bursts
A full-funnel approach is how you turn seasonal shoppers into loyal customers, and most critically, keep them coming back long after the peak moment passes. Here’s how to operationalize that idea:
1) Top Funnel: Sell the “Why,” Not the SKU
Turn value into your strongest story, which can help maintain desirability and position higher-priced products as investments.
Practical plays:
- “Why I invested in this and never looked back” creator POV
- Behind-the-scenes storytelling: craftsmanship, materials, production care
- Brand name appears early (first few seconds) so you’re not paying to build someone else’s awareness
2) Mid funnel: Teach People how to Justify the Purchase
In the mid-funnel, focus on storytelling and education so audiences can rationalize cost through utility, longevity, and practicality.
Practical plays:
- “What I wish I knew before buying…”
- “6 months later” durability check-ins
- “How this fits into my routine” (not “here’s a product shot”)
3) Bottom Funnel: Remove Friction and Give Proof
At the bottom of the funnel, the direction is clear: answer “why buy now?” with urgency and proof points, and reinforce accessibility with bundles and payment options.
Practical plays:
- Start with the CTA early (don’t bury it)
- Use deal/bundle logic that maps to the New Year goal (“Reset Kit,” “Routine Bundle,” “Starter Pack”)
- Show checkout or “how to buy” visuals to reduce hesitation
Want Help Turning this into a 2026 New Year Plan?
If you’re heading into 2026 thinking, “Okay, but what should we run, when, and with what budget?,” that’s exactly the right question.
At Code3, we help brands build strategies that connect creative, commerce, and measurement into one plan that actually performs (not just looks good in a deck). If you want a second set of expert eyes on your Q1 calendar, creative testing plan, or measurement setup, reach out.