After the passing year-end holiday shopping season, consumers may adjust their spending strategies and not spend as much as during the holiday shopping season. According to the survey from Gallup, sales in January are usually lower compared to December. Also, many retailers will discount their goods less, and the prices may probably be higher, as they have provided many promotions and discounts last year. Data from CouponBirds shows the average discount for health and fitness items is usually slashed by 52%. However, January’s shopping is still important for retailers, as there is a lot of sale stock from the last holiday shopping season. Also, January’s shopping trends will set the tone for the whole market in the new year.
Then what kind of products are most likely to attract consumers in January?
1. Food
You probably will think that consumers won’t buy lots of food after the Thanksgiving and Christmas holidays, however, January is a good time for food shopping. One study by the University of Vermont discovered that though many people have bought a lot of food at the year-end, they are going to continue their purchases in the new year. Compared to last year, healthy food sales typically rise in January, (eg: Organic food sales in Hellofresh were 18.9% up this January compared to last month.), as consumers may be aware that the food they eat during holidays may not be so healthy. However, the sales of normal food haven’t gone down in January. It seems that consumers are still not ready to give up tasty food during the holidays.
2. Health Products
Although the impact of COVID seems to be waning now, it is still very necessary to keep away from it. The period between December to February is always considered the peak flu season. Keeping ourselves (and our families) healthy is a great task for us in the new year. Because health products are often difficult to expire, many consumers tend to buy some at the beginning of the year. The search volume of rapid COVID-tests, N95, and KN95 masks is now rising in Amazon. Consumers are also interested in other health products like disinfecting wipes and alcohol, portable OTC drugs to protect your respiratory tract, and are likely to buy them in January.
3. Household Products
The report released by the U.S. Census Bureau last year showed that the sale of furniture went up by 7.2% compared to the previous month. Also, the tools are usually a shopping choice for consumers. A new year is a new start for many people, and out of a sense of ritual and celebration, many people choose to decorate or furnish their houses at the beginning of the year. It is also the time to prepare for next spring’s gardening in your yard. As the holiday passes, using cool colors, soft plush fabrics, and comfortable furniture can help us switch our mood from holiday to new year’s as well as create an atmosphere to welcome the upcoming spring.
4. Gifts
According to the previous years’ data, there are many consumers who would like to shop for gifts in January. This can also be seen as a continuation of post-holiday shopping. For the merchants of gifts, there is so much inventory that needs to be cleared. For consumers, January would be a good time to shop for gifts since they can prepare for Valentine’s Day or other upcoming holidays. Buying gifts in advance can also help you better plan your holidays or anniversaries as well as surprise your partner!
However, there are some products that are not recommended in January.
1. Clothing
If you have already bought lots of clothes in the Christmas sale, don’t buy more! January is the month of season changing, and people can be confused about what kind of clothes can really suit them. Some retailers may release the clothing inventory from last year. If you are planning to buy some winter clothes, it is better to buy them in October. If you are buying some spring clothing, try February. You will figure out what kind of clothes you need most next month.
2. Fitness Equipment
January is usually the month with the lowest desire to exercise. And yes – gyms always have the lowest price of membership in January to attract potential customers, but few of them can stick till September. The low temperature in winter also hinders movement. If you do not have a great desire for exercising, just stay at home. Enjoy the coziness and warmth in your house. Stay away from gym memberships, working-out equipment, and sports gear – don’t waste your money! You can buy them in early summer, which is a better time for working out!
Given that January is right behind holiday shopping, you may find yourself a little confused about what to buy in January. However, January shows a fresh start to the new year. Let’s freshen ourselves up and make a great shopping list for the brand-new year!
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