Consumers Still Look to Self-Improvement in January

January is the month for lifestyle change that’s driving commerce.

Despite the toll the pandemic has wreaked on the mental health of residents, many still look to January as a time to turn over a new leaf and focus on self-improvement.

According to a new data analysis from Pattern, consumer demand for fitness equipment, budgeting tools, non-alcoholic beverages and meditation products all saw their biggest month of the year during January 2021— an indication of what the first month of 2022 is likely to bring.

Pattern, a global e-commerce accelerator, analyzed consumer demand — the number of people shopping for a given item during a given period — on Amazon during every day of 2021 for products typically associated with New Year’s resolutions to see if personal improvement was on America’s mind at the start of the year.

January 2021 was the No. 1 month of the year for consumer demand for:

  • Non-alcoholic beverages — demand up 21% compared to the average for rest of the year.
  • Budgeting products — demand was up 30%.
  • Treadmills — demand was up 64%.
  • Ellipticals — demand was up 82%.
  • Exercise bikes —demand was up 62%.
  • Journals — demand was up 33%.
  • Mediation tools — demand was up 28%.
  • Self-help products — demand was up 44%.

Those purchases check a lot of boxes for the most common New Year’s resolutions. In a blog from GoSkills, the top three resolutions in a given year are to exercise more, lose weight and get organized; however, the bad news comes in the follow through. The Journal of Clinical Psychology published a study reporting that only 46% of resolvers stuck with their initial resolution for an extended term.

But fret not! Even if you fall short of your original goals, an article in Forbes noted that the act of making a resolution in and of itself is still important because it denotes an intention to make improvement in your life, is a hopeful and optimistic gesture, shows you recognize a responsibility to yourself and others, and helps inspire others to do and be better as well.

As psychologist Lynn Bufka noted in an article for the American Psychological Association: “Remember, it is not the extent of the change that matters, but rather the act of recognizing that lifestyle change is important and working toward it, one step at a time.”


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