AGS
Why January Is Even Better Than BFCM for Health and Wellness Brands
 (And How to Actually Win “New Year, New Me”)
At Accelerated Growth Studio, we help health and wellness DTC brands scale from stalled to unstoppable by turning seasonal demand into sustainable, profitable growth.
see how we do it ↓
The Challenge:
January is the highest-intent month of the year for health and wellness. Yet most brands underperform because they treat it like a discount event instead of a behavior-change moment.

We’ve helped dozens of health and wellness brands that came to us stuck heading into January.
1.
Traffic volume was high, but conversion rates lagged because messaging didn’t match buyer intent
2.
Brands leaned on aggressive discounts, pulling forward demand while destroying contribution margin
3.
Creative relied on generic “New Year, New Me” tropes that failed to differentiate in a crowded feed
4.
Funnels were optimized for one-time purchases, not the repeat behavior required for real results
5.
Ad accounts were trained on Q4 urgency buyers, not January buyers seeking structure and consistency
Our Approach:
We focused on building a scalable, profitable foundation designed specifically for January psychology and beyond.
January works when every touchpoint tells the same story.
1.
Reframed the offer around identity shift and outcome ownership, not quick fixes or short-term motivation
2.
Built creative that spoke to discipline, routine, and self-investment, positioning the product as a daily non-negotiable
3.
Designed funnels that anchored customers into 30, 60, and 90-day journeys, increasing LTV and retention from day one
4.
Optimized conversion events and post-purchase flows to prioritize second purchase and subscription behavior
5.
Re-architected ad account structure to separate January buyers from discount-driven Q4 traffic, improving learning and scale
6.
Balanced prospecting and retargeting to capture high-intent demand without overexposing the same audience
7.
Aligned paid media, landing pages, and email/SMS so the message reinforced consistency, not urgency
The Results:
1.
January outperformed BFCM on MER and contribution margin
2.
Higher AOVs were achieved with less reliance on discounts
3.
Retention and repeat purchase rates exceeded Q4 cohorts
4.
Ad accounts exited January cleaner and more scalable than they entered
5.
February and March performance improved because the account was trained on higher-quality buyers
The outcome was predictable: spend increased, efficiency declined, and January failed to become a true growth month.
Key Takeaway
We focused on building a scalable, profitable foundation designed specifically for January psychology and beyond.
BFCM is a transaction. January is a commitment.
Brands that chase urgency win days. Brands that sell identity and structure win months.
January done right becomes the foundation for the year, not just a spike on the calendar.
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