You have a new program ready to go, and you’re trying to decide on the perfect launch date. As you look at the calendar, you see a gap between Thanksgiving and New Year’s. But should you launch during the holidays?
Most people would say no. They’ll argue that people are too busy with family, travel, and shopping. So, waiting until January seems like the safe bet, right?
Maybe not. Depending on your audience and offer, the holidays could actually be the perfect time to launch.
Why some say you shouldn’t launch during the holidays
On the surface, it makes sense. People are busy with year-end tasks, holiday parties, and time off. Inboxes are overflowing, and decision-making tends to slow down. If you’re targeting corporate decision-makers who need budget approvals, launching in late December is probably not ideal.
But not every audience behaves the same way. While some professionals check out, others are reflecting on the past year and planning for the next. They’re open to solutions that will help them start fresh in January.
In fact, around 31% of U.S. adults will be making New Year’s resolutions in 2025. Most are related to saving money, health, and personal growth. This is a huge opportunity to reach motivated people who are ready to take action.
When a holiday launch makes sense
A holiday launch works well if your offer aligns with holiday priorities. Here’s when it’s a good idea:
- Your offer helps people plan for the new year. Products like business courses, productivity tools, or goal-setting workshops are timely during the holidays.
- Your audience is solopreneurs or small business owners. They often use the slower holiday season to invest in their businesses for the year ahead.
- Your offer solves an end-of-year problem. Tools for tax prep, annual planning, or reflecting on the year can be exactly what people need.
- Your offer is evergreen or flexible. Memberships or self-paced courses work well since people can purchase now and start later.
When to avoid a holiday launch
Sometimes it’s better to wait until after the holidays. Here’s when to hold off:
- Your offer requires immediate participation. Programs starting right after Thanksgiving are likely to struggle since people aren’t ready to dive in.
- Your audience is corporate or enterprise-level. Decision-makers may be offline, and budget constraints can make it harder to close sales.
- You’re stretched too thin. If managing a launch on top of holiday commitments feels overwhelming, it’s better to wait.
- You haven’t prepared. A successful launch needs planning and audience engagement. If you’re rushing, use the time to build momentum for January instead.
Launching my program on November 11th
I launched my program, Launch READY, on November 11th this year, just before Thanksgiving. It was not my original plan, but the timing worked out better than I expected.
It was not effortless, however. I still followed my usual 6- to 8-week preparation schedule. I created my content, tested my systems, and made sure everything was ready beforehand. The launch itself happened during the holidays, but the preparation did not.
This is the real lesson. If you want to launch during the holidays, you need to prepare early. This ensures the actual execution does not overwhelm you during an already busy season.
The real question is what works for you
A holiday launch isn’t inherently good or bad. It depends on your offer, your audience, and your capacity. If your clients are in reflection mode and your offer helps them prepare for the year ahead, the holidays could be a great time. But if your clients are tuned out and you’re already drained, waiting until January might be the better option.
The key is to be honest about what you can handle. Make a decision that supports both your business and your well-being.
Launch on your own timeline
The best time to launch isn’t about following expert advice. It’s about finding what works for your audience and your life. Whether you launch during the holidays or wait until the new year, preparation is the key to success.
If you’re ready to build a launch strategy that fits your schedule, let’s connect. Reach out for a consultation today.
