New Year’s ads: 5 marketing campaign ideas to inspire

New Year’s ads are timed to the beginning of the year, reaching customers who may be setting resolutions. Start the new year strong with our marketing tips for your campaigns.

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Why is it important to advertise around the New Year?

It’s important to advertise around the New Year to try and maximize your brand’s presence during the entire holiday season. October is the unofficial start of the holiday season, which runs through January, past the start of the New Year.

The New Year is the perfect time to introduce new products or further raise brand awareness, especially for lesser-known brands or small businesses. By promoting your relevant products to customers who may be making New Year’s resolutions, you can reach them with the products they need to ring in 2024. A great place to get started is with social media campaigns or email marketing, for example.

When should I start advertising for the New Year?

We recommend you start advertising as soon as possible, before New Year’s Eve, making sure your campaigns are included in your holiday marketing strategies. It’s also important to continue to advertise new products or offer discounts for the New Year in January, as customers are following up on New Year’s resolutions.

Since the New Year is a worldwide holiday, it presents a great way to expand your reach to new audiences across the globe. But with the current economic uncertainty, it’s important that you consider the needs of your customers and optimize your strategy in a way that will resonate with them.

5 New Year’s advertising campaign ideas

A great place to begin for your New Year’s marketing campaign ideas is with health and wellness. According to Statista, the top three New Year’s resolutions for 2023 were to exercise more, eat healthier, and lose weight.1 But, of course, those aren’t the only options for New Year’s campaigns. There are benefits to continuing your holiday toy marketing campaigns throughout the entire year, for example.

Here are five marketing ideas to get you started on your 2024 campaigns.

Reaching shoppers

1. Reaching shoppers who have made New Year’s resolutions

New Year’s is the ideal time to focus on your health and wellness marketing campaigns or discounts, and to present new products to new customers who have new goals for 2024. According to Statista, the worldwide health and wellness industry will increase to nearly $7 trillion USD by 2025.2 For example, U.S. brand BUXOM Cosmetics created a multifaceted advertising strategy during the holiday season, which is an ideal tactic for reaching shoppers who have made health and wellness resolutions.

Discovering motivation

2. Discovering what motivates health and wellness shoppers

New Year’s resolution campaigns aren’t the only thing you could do to connect with health and wellness shoppers. Consumer packaged goods (CPG), which include health and personal care items, and grocery brands that used three or more Amazon Ads solutions saw an average 50% repeat customer growth compared to brands that paired together only one or two ad types.3 For example, you could use a combined campaign strategy of Amazon DSP, audio ads, and Streaming TV ads. By using multiple ad solutions, you can potentially help improve your sales during the holiday season.

Finding last-minute holiday shoppers

3. Finding last-minute holiday shoppers

Don’t forget that there are plenty of shoppers looking for gifts right before the New Year, too. That means that your ad campaigns throughout November and December leading into the New Year could also be optimized for last-minute shoppers, or for anyone who may need a belated holiday gift, for example.

Continuing toy marketing

4. Continuing your toy marketing year-round

Just because retail holidays such as Christmas, Hanukkah, and Boxing Day are over by the time January begins, it doesn’t mean you need to end all your toy marketing campaigns. Toys were one of the best-selling categories over the Thanksgiving holiday shopping weekend, including Black Friday and Cyber Monday, in 2022,4 but you don’t necessarily need to end all your gift-giving campaigns as soon as the year ends. Remember, Valentine’s Day is right around the corner.

Creating marketing campaigns

5. Creating marketing campaigns with sponsored ads

Though shoppers kicked off their holiday shopping on Prime Day in July, it’s not too late to glean information from holiday campaigns leading into the New Year. For example, strategies that include sponsored ads can be relevant throughout the entire year. Once you’ve identified important dates and set up an advertising budget, you can use sponsored ads to help get your products, deals, and discounts in front of the right audiences, regardless of the month.

1 Statista, US, 2022
2 Statista,WW, 2023
3 Amazon internal data, US, June 1, 2021–May 31, 2022
* This analysis considered ASINs with a minimum of four weeks and maximum of 13 weeks of continuous “high” inventory challenges.
4 Amazon, US, 2022