Problem
Post-holiday budget exhaustion is suppressing conversion.
Excuse
Everyone spent their entire discretionary budget in December.
Your ad is competing with a purchase decision that already happened.
Also in effect on this date
The full docket. Any of these would hold up in a Monday standup.
Dry January is suppressing impulse purchases across every category.
Consumer Behavior · in effect New Year's Day (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)
The country is technically back at work but functionally still in transition.
Seasonality · in effect 01-02 to 01-10
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)
Everyone saw their December credit card statement.
Economy · in effect 01-05 to 01-31
Gift card redemptions are distorting everything.
Retail Calendar · in effect 01-01 to 01-15