As 2016 comes to a close, it’s time for many people to come up with new year’s resolutions for 2017. According to Statistic Brain, nearly half of consumers usually set new year’s resolutions for each year. And although fewer people tend to actually keep those resolutions throughout the year, there are ways people can give themselves a better chance for success. So how many people plan to set new year’s resolutions for this year? And how many are likely to make purchases to help them keep those resolutions? We asked 950 respondents about their thoughts on new year’s resolutions and their plans for 2017.
New Year’s Resolutions
In Ask Your Target Market’s latest online survey, 31% of respondents said they’re at least somewhat likely to set new year’s resolutions for 2017. And in a December 2015 survey, 35% of respondents said they were likely to make resolutions for 2016. So it seems that there are likely to be slightly fewer people setting resolutions for the coming year.
Of those who do plan to set new year’s resolutions for 2017, 67% said they’re likely to make resolutions related to health or fitness. 57% plan to make financial new year’s resolutions. 30% plan to make resolutions related to their professional life. 29% have resolutions related to relationships. 28% have resolutions related to hobbies. And 13% are making academic resolutions.
In addition, 52% of those who are likely to have new year’s resolutions said they’re at least somewhat likely to make purchases related to their resolutions. Most of those respondents plan to go to major retailers like Walmart, Amazon and Target for those purchases. But some also mentioned more specialized brands like Fitbit, Hobby Lobby and Michael’s.
Of those who have new year’s resolutions for 2017, 75% are at least somewhat optimistic that they’ll keep their resolutions throughout the whole year. And of those who are likely to make purchases related to their resolutions, 85% think they’re likely to keep them going throughout the year. But of those who had new year’s resolutions last year, just 36% said they kept their resolutions going the whole year. And 49% said they somewhat kept their resolutions throughout 2016.
In addition, 21% of those who had resolutions for 2016 said they made multiple purchases related to those resolutions. And 27% made one such purchase. Of those who made at least one purchase related to their resolutions over the past year, 46% said they kept their resolutions going throughout the whole year. And 45% at least somewhat kept their 2016 resolutions.
Consumers’ goals for the new year can certainly be a factor that brands can use to convince them to buy certain types of products, especially those related to things like health and fitness or even finances. But if specialty brands want to really convince customers to buy their products to help with new year’s resolutions, they need to play up the potential benefits. Sharing success stories from past customers or even calling attention to the higher success rates of people who made purchases related to their resolutions could be good strategies. But sometimes, simply getting your products in front of customers where they normally shop and then drawing the line between the product and how it can help with a popular new year’s resolution can be enough to convince customers to make an investment in their goals.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on December 23-29 via AYTM’s online survey panel.