From Countdowns to Clean Slates: When Shoppers Plan Their New Year Purchases

When it comes to the holidays, shoppers don’t just celebrate, they amp up their planning prowess to eleven. From champagne for New Year’s Eve to protein shakes for the week after, consumers’ lists reveal exactly when they’re preparing for celebration and resolution alike.

AdAdapted analyzed more than 190 million CPG products added to digital grocery lists to uncover when shoppers start building their baskets for the new year. The result? A data-driven look at how celebration gives way to resolution, and how brands can use these “Save Now, Buy Later” moments to influence purchase decisions before they happen.

The New Year Planning Window: From Celebration to Resolution

While many brands focus on post-holiday promotions, the real opportunities begin weeks before the ball drops. According to AdAdapted shopper insights:

• Mid-December: Champagne and premium celebration items peak up to 15 days before New Year’s.
  
  
• 11 Days Before New Year’s: Vitamins and sleep aids start trending as shoppers prepare for healthier routines.
  
  
• Week Before New Year’s: Party supplies like paper plates and noise makers hit lists early, showing how even small items benefit from early visibility.
  
  
• December 27: NA beer gains traction as shoppers prepare for Dry January.
  
  
• January 1–5: Protein shakes, bars, and quit-smoking items surge as resolutions kick in.
  
  
• Mid-January: Low-calorie drinks, veggies, and other healthy options peak as late resolution starters stock up.
  
  

Together, these patterns show a clear story: planning drives purchase. Shoppers are building their lists days or even weeks before heading to the store or placing that delivery order.

What “Save Now, Buy Later” Means for CPG Advertisers

Today’s consumers plan ahead, and those pre-shop planning moments are where brand influence happens first.

By reaching shoppers as they build their digital grocery lists, CPG brands can:

• Capture early intent during high-planning windows
  
  
• Get saved to lists before competitors even enter the cart
  
  
• Drive repeat visibility when resolutions turn into habits

AdAdapted’s pre-shop advertising solutions help brands stay top-of-mind when it matters most.

Plan Your Next Campaign Around Shopper Intent

The shift from celebration to resolution is fast, and the brands that plan for it win early.

Explore our full infographic to see how a snapshot of how New Year’s shopper behavior unfolds, and contact us to make your brand part of shoppers' holiday plans.