Problem
Dry January is flattening CVR.
Excuse
Dry January is suppressing impulse purchases across every category.
Sober people read reviews first.
Also in effect on this date
The full docket. Any of these would hold up in a Monday standup.
Everyone spent their entire discretionary budget in December.
Holidays · in effect New Year's Day (6d before through 9d after)
Q1 budgets exist in a spreadsheet that finance has not unlocked yet.
Holidays · in effect New Year's Day (6d before through 9d after)
Half the country has not mentally returned from break.
Vacation · in effect New Year's Day (6d before through 9d after)
Gyms are absorbing all available discretionary intent right now.
Holidays · in effect New Year's Day (6d before through 9d after)
People are focused on becoming a new person, not on your funnel.
Holidays · in effect New Year's Day (6d before through 9d after)
Gift card redemptions are distorting everything.
Retail Calendar · in effect 01-01 to 01-15
Your audience saw two months of ads and would like to be left alone.
Retail Calendar · in effect 01-01 to 01-15
Post-BFCM ad fatigue is a recognized condition through mid-January.
Retail Calendar · in effect 01-01 to 01-15