Why Worry About January During the Holiday Season?
Over the first couple of weeks of December, I have been in meetings and had telephone discussions with clients who have no interest in targeting their promotional efforts for the holiday season. They have, instead, chosen to focus their efforts on promoting websites during the month of January.
At first, I found the logic very confusing based on a common misconception. Why market during the month of January? Most people tend to have a "post-holiday hangover". They've spent hundreds, and in many cases thousands, of dollars on presents. They've spent time with their loved ones. The parties have come and gone.
Upon thinking about the logic from a different angle, a unique opportunity for the savvy North American marketer revealed itself.