The New Year is often thought of as an opportunity for a new start, a chance to create a new you! In addition to celebrating with parties, special foods, and fireworks, many cultures make New Year’s resolutions... and many of the top New Year’s resolutions are health related. 
- Lose weight
- Get organized
- Spend less, save more
- Enjoy life to the fullest
- Stay fit and healthy
- Learn something exciting
- Quit smoking
- Help others achieve their dreams
- Fall in love
According to the University of Scranton’s Journal of Clinical Psychology, 45% of Americans make New Year’s Resolutions.  Seventy-five percent of people who make resolutions maintain them throughout the first week of the year; 71% past two weeks; 64% past one month and 46% past six months. 
New Year's resolutions represent a significant opportunity for marketers; this means you have a significant opportunity to engage with an invested audience for up to six months. Just what does that mean in terms of purchase intent? Thirty five percent of digital consumers plan to spend $25 or more per month, at least initially, on their New Year's resolutions. An estimated $5.6 billion is expected to be spent on New Year's resolutions, or approximately 11% of Black Friday spending, which, in 2011, was projected to account for $52 billion in sales.
In 2013, American consumers went online for help with their 2013 weight loss resolution. A study conducted by a marketing firm focused on health and wellness suggests that 9% percent of people feel that sharing their goals with their social network would improve their New Year’s resolution performance. An additional 17% said collaborating with or competing against friends, family or in online groups would boost their resolution performance. In all, 39% of digital consumers feel that deeper engagement with their resolutions through channels such as sharing on social media, competing and coordinating with friends/family, and contributing to charities will aid in their New Year’s resolution performance.
The increase in health-consciousness is not limited to Americans, Canadian consumers are numerous health and wellness trends including the pursuit of organic and naturally health foods. Global sales of health and wellness products are expected to increase with continued growth due to shifting demographics, new regulations, rising obesity rates, and consumer demand for healthier products.
- $20 Billion – Annual revenue of the U.S. weight-loss industry, including diet books, diet drugs and weight-loss surgeries.
- 108 Million – Number of people on diets in the United States. Dieters typically make four to five attempts per year.
- 85% – Percentage of customers consuming weight-loss products and services who are female.
- 1 Hour – Amount of time spent on daily exercise by people who lost and kept off at least 30 pounds of excess weight for five years.
- 220,000 – Number of people with morbid obesity in the United States who had bariatric surgery in 2009.
- $500,000 to $3 Million – Average salaries paid to celebrity endorsers of major weight-loss programs.
With an increasing focus on health, consumers are spending more on sporting goods and increasing participation in sports and related activities :
- In 2011, the U.S. Sporting Goods & Equipment industry was valued at $21M, projected to reach $23M in 2016.
- In 2012, 33 million people aged 16+, participated in the sport fishing activity and spent USD $48 billion on equipment, licenses, trips and other fishing-related items or events.
Again, online plays a pivotal role. Sporting equipment sites must have an online presence to engage with the 66% of Millennial Internet users who prefer to research or buy online.
Advertiser Action Items
Knowing that there’s an engaged consumer base willing to spend their dollars on health and wellness and sporting goods, what should you do?
- Revisit ad groups that have keywords and ad text related to your promotional items. Be sure to leverage the most relevant destination URL per keyword or product target (for Product Ads).
- “Call to Action”, “flash sales”, and “countdown promotions” in the ad title or description can improve the clicks. Give time for engines to index and rank your terms and product targets to serve more actively.
- Lean on ad scheduling and incremental bidding strategies.
- Highlight “Free” and “Expedited Shipping” in Titles and Descriptions with contributing Keywords.
- Bid Early and often during your promotional time period.
- Utilize Ad Extensions, Sitelinks, Incremental bidding, Broad Match Modifier, and Dynamic Keyword Insertions.
- And, if you're not doing so already, start building your reputation as a valuable member of social media communities relevant to your business.
Thanks for reading and if you have any questions or comments, feel free to leave them below or ping me on Twitter.
 University of Scranton, Journal of Clinical Psychology, December 13, 2012
 Social Vibe, New Year’s Resolutions Study, 2013
 Pew Internet & American Life Project, January 2013
 Euromonitor International
 John LaRosa of MarketData; National Weight Control Registry; American Society for Metabolic and Bariatric Surgery
 eMarketer, May 2013
 Agriculture and Agri-Food Canada, Health and Wellness Trends for Canada and the World, October 2011