Key Takeaways:
•   The last week of December and early January consistently deliver one of the highest response windows of the year for both B2C and B2B marketers.
•   The seasonality spike is predictable—but only if you time each medium correctly.
•   Digital, direct mail, email, and electronic media each peak slightly differently.
•   Marketers who plan aggressively before Christmas dominate January results.
•   Those who “wait and see” leave response—and revenue—on the table.

 

 

 

The end of December and the beginning of January have historically produced a powerful spike in response—across nearly every category.

Leads.

Sales.

Inquiries.

Donations.

Subscriptions.

They all expose a seasonality increase in response.

With slight timing differences, this window works for both B2C and B2B marketers, and for nearly all products and services.

That means one thing.

Planning matters.

Not vague planning.

Not hopeful planning.

Precise, media-specific planning.

It also means this is often the best time of the year to:
•   Launch a new product or service
•   Re-introduce a stalled offer
•   Increase spend on proven campaigns
•   Push harder while competitors hesitate

Each medium behaves differently.

And those differences are where the money is made.

Digital Marketing

All end-of-year digital campaigns should be fully live between December 26th and 30th.

This is when attention begins to shift:
•   People are home.
•   Devices are in hand.
•   Mental “reset mode” begins.

Pause digital campaigns from December 31st through January 2nd.

Why?

Because distraction peaks.

Travel peaks.

Attention drops.

Then resume on January 3rd—at a more aggressive rate.

This is when intent returns… big time.

Focus sharpens.

Decision-making accelerates.

Direct Mail

Direct mail timing is everything during this window.

3D Mail / Videologs (FedEx or UPS)

If you’re using dimensional mail or videologs:
•   Send 2–3 days before Christmas so they arrive the last week of December
•   Or time delivery just after Christmas, landing immediately before or after January 1st

This positions your message at the exact moment recipients are:
•   Opening mail again
•   Thinking about change
•   Making new commitments

Traditional Direct Mail
Magalogs.
Newsalogs.
Postcards.
Envelopes.

For conservative mailers, target December 27th or 28th mail dates so pieces arrive during the first three weeks of January.

Because of heavy holiday mail volume, avoid sending before December 25th unless your strategy is intentionally aggressive.

The sweet spot?

Mail arriving:
•   The last week of December
•   The first week of January

Yes, this carries slightly more delivery risk.

But historically, it also produces stronger response.

Plan accordingly.

As a rule of thumb:
•   Most direct mail should be timed 12–15 days out
•   So it hits the week after Christmas through early January

Email Campaigns

Email performs best when inboxes reopen.

Aim all major email campaigns to land on December 27th, 28th, or 29th.

Then pause email activity from December 30th through January 2nd.

Resume on January 3rd.

This aligns perfectly with:
•   Inbox clearing behavior
•   Renewed attention
•   Higher open and click intent

Electronic Media

For TV, radio, CTV and podcast marketing:

Feature your spots on December 27th, 28th, and 29th.

Pause from December 30th through January 2nd.

Resume on January 3rd.

This timing captures:
•   Post-holiday listening
•   Commuter normalization
•   Renewed routine behavior

Why This Works

By following this schedule, you maximize response while catching the natural consumer upswing into the new year.

You are not guessing.

You are aligning your media with human behavior.

And that’s what direct response marketing is all about.

If you want to capitalize on the January response spike instead of missing it, now is the time to act.

This window rewards:
•   Preparation
•   Precision
•   Experience

It punishes hesitation.

Action:
Call Michael a 615-933-4647 or email him at [email protected] to review your January strategy, timing, and media mix—before the window closes.

For over 40 years, CDMG has helped marketers:
•   Time campaigns correctly
•   Avoid costly mistakes
•   And extract maximum response from predictable cycles

January is coming.

Make sure your marketing is ready.

FAQs:
Why does January consistently outperform expectations?
Because consumers mentally reset after Christmas. Goals, purchases, commitments, and decisions all surge—if your message is there to meet them.

Is this strategy only for B2C?
No. B2B decision-makers also return with renewed focus and open calendars in early January.

Should budgets be increased in January?
If campaigns are proven, yes. This is one of the few windows where increased spend often delivers disproportionate returns.

Does this still work in a digital-first world?
Yes—and even more so. The principles are behavioral, not technological.

Can CDMG customize this schedule for my industry?
Absolutely. Timing nuances vary by category, offer, and list quality.

Call Michael at 615-933-4647 or email him at [email protected] to discuss how this kind of multichannel, issue-driven strategy can be applied to your business.

At CDMG, we don’t guess.

We test.
We measure.
We produce results.

About Craig Huey:
Craig Huey is the President of Creative Direct Marketing Group (CDMG).
Known as the “secret weapon” behind hundreds of successful direct response campaigns, Craig has helped over 1,500 companies—from startups to major brands—achieve breakthroughs in lead generation, sales, and profitability.

Winner of 124 marketing awards, Craig is one of the few direct mail experts today.

He specializes in multichannel direct marketing, AI-powered data modeling, direct mail, digital campaigns, and advanced targeting strategies.

Unlock Explosive Growth with CDMG, Inc.
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In today’s fast-paced world, you need more than just an agency—you need a partner who drives growth, amplifies your brand, and delivers results that matter. That’s where CDMG comes in. 

We’re not just another ad agency. We are a top advertising and marketing powerhouse specializing in driving real, measurable results and profits. Our award-winning team, led by marketing veterans Craig and Caleb Huey, is dedicated to supercharging your advertising efforts and transforming your business. 

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…and much more! 

Whether you’re looking to launch a new product, reposition your brand, or supercharge your e-commerce growth, CDMG is the partner you need to dominate your market. 

Are you ready to see how we can drive your growth? 

Let’s talk. Call Michael Oppenheimer at 615-933-4647 or email [email protected] today. 

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