Discover consumer psychology and marketing hooks by season
Neujahr & Neuanfang
January across DACH centers on fresh starts and major sales. The Winterschlussverkauf tradition drives intense bargain hunting for winter clothing and goods. New Year's resolutions focus on health, organization, and self-improvement. Ski season is in full swing across the Alps.
What drives purchasing decisions this month
Winterschlussverkauf is deeply ingrained in Germany and Austria. Swiss consumers also hunt January deals.
Vorsätze (resolutions) drive gym memberships, fitness gear, and healthy eating. Dry January participation is high.
German-speaking cultures value structure. January triggers decluttering and organization systems.
Courses, books, language learning, and skill development purchases spike.
Peak ski season across the Alps. Austria and Switzerland see massive tourism.
Important dates and opportunities
Neujahrstag
Jan 1
Heilige Drei Könige
Jan 6
Winterschlussverkauf Start
Jan 2
Dry January
Jan 1
Blue Monday
Jan 19
Ski-Hochsaison
Jan 1
Karneval Session Begins
Jan 15
Welttag der Bildung
Jan 24
Different approaches to reach your audience
"Die besten Schnäppchen des Jahres—jetzt zuschlagen"
"Starte 2026 als beste Version von dir selbst"
"Alkoholfrei durch den Januar—dein Körper dankt es dir"
"Perfekte Bedingungen in den Alpen—Ski-Saison genießen"
Product categories that sell well
January offers major commercial drivers across DACH: Winterschlussverkauf sales, New Year's resolution spending, and peak ski tourism. German and Austrian consumers expect deep January discounts. Health and fitness spending spikes dramatically. Ski tourism peaks with Austria and Switzerland as premier destinations.