The champagne bottles are empty, and the holiday cookies are gone. As clients trade their party outfits for gym clothes and shift their focus from gifting to self-improvement, medspa owners and practitioners face unique challenges—and opportunities—in aligning with these changing consumer priorities.
While this holiday season has been slow for traditional brick-and-mortar businesses, those embracing the digital landscape and convenience culture are thriving. As we head into the typically slower months of January and February, it’s time to adapt your strategies to capitalize on the “New Year, New Me” mindset.
Understanding the Post-Holiday Consumer
The “New Year, New Me” phenomenon isn’t just a catchphrase—it’s a documented behavioral shift that impacts spending patterns across the wellness industry. Here are some data-backed trends and actionable strategies to help your medspa thrive:
1. The Fitness and Body Contouring Connection
Market Data:
- Gym membership sign-ups surge 12-15% in January compared to December
- The global body contouring market is projected to reach $9.1 billion by 2024
- 68% of consumers consider non-invasive body treatments as complementary to their fitness goals
Strategic Opportunities:
- Package body sculpting treatments (CoolSculpting, Emsculpt) as “fitness accelerators”
- Create January-specific bundles combining treatments with nutritional guidance
- Partner with local fitness studios for cross-referral programs (offering mutual client discounts)
2. Wellness and Recovery Services
Market Insights:
- The wellness tourism sector grew by 21% annually since 2020
- IV therapy searches increase by 47% in January
- 73% of consumers prioritize stress reduction in their New Year’s resolutions
Action Items:
- Launch “New Year Recovery” packages combining:
- Specialized IV therapy cocktails
- LED light therapy sessions
- Relaxation treatments
- Implement wellness membership programs with monthly treatment credits
- Create content addressing post-holiday stress and recovery solutions
3. Winter Skincare Revolution
Consumer Behavior Data:
- Skincare product searches peak in early January
- 82% of consumers report increased interest in professional skin treatments during winter months
- Medical-grade skincare sales typically increase 25% in Q1
Implementation Strategy:
- Develop winter-specific facial protocols addressing:
- Post-holiday inflammation
- Seasonal dryness
- Environmental damage
- Create educational content about winter skincare routines
- Bundle treatments with take-home product regimens
Jewell Medspa’s online shop is a great example what is to come and how to embrace the digital convenience culture.
Embracing the Digital Shift
While traditional strategies may have worked in the past, the data shows that consumers are increasingly seeking convenience and on-demand availability.
You need to make it as easy as possible for clients to purchase from you.
Medspas that have embraced e-commerce for products and services are well-positioned to capture this market. If you haven’t already, now is the time to:
- Implement online booking and gift card purchases
- Set up an e-commerce shop for both products and services
- Offer virtual consultations and follow-ups
- Develop targeted email and social media campaigns promoting your January offerings
By aligning your services, packages, and marketing efforts with the post-holiday consumer mindset, you can transform the traditionally slower months into a time of growth and opportunity. Embrace the digital landscape, prioritize convenience, and let the “New Year, New Me” momentum fuel your medspa’s success.
