For millions of American consumers, a new year means a fresh start—and a fresh set of goals. In 2025, resolution-making is on the rise, with over half of adults nationwide setting their sights on healthier lifestyles, improved finances, new hobbies and more. For businesses, this annual tradition offers more than motivational content for January campaigns; it’s a roadmap to understanding consumer priorities. While some sectors may see resolution-fueled spending, others should prepare for subdued sales as shoppers shift their habits.
Who’s Making New Year’s Resolutions in 2025?
According to our December survey of 1,000 adult shoppers, over half of U.S. consumers (53%) intend to make New Year’s resolutions in 2025, a notable five-point increase from 2024. Younger generations lead the way, with 71% of Gen Z and 66% of Millennials embracing the tradition, compared to 53% of Gen X and only 39% of Boomers+. Demographics such as Hispanic shoppers, individuals with children, and those living in the Western U.S. are also more likely to set resolutions, highlighting opportunities for businesses to craft targeted, culturally relevant campaigns.
For the 28% of Americans skipping resolutions this year, the most common reasons include a preference for ongoing personal goals over New Year’s resolutions (29%) or simply not being in the habit of making resolutions (30%). Overall, about 43% of those surveyed said they make New Year’s resolutions every year or most years. Understanding these groups can help brands identify consumers less likely to respond to resolution-themed messaging and adjust strategies accordingly.
Top 2025 New Year’s Resolutions
This year’s most popular resolutions reflect evolving priorities among Americans. Physical health once again takes the top spot, with 38% of consumers committing to physical wellness-related goals. Financial goals follow, driven by ongoing economic uncertainties, while mental health resolutions round out the top three. Areas like productivity, organization, and hobbies have also gained traction, signaling a shift toward self-improvement in diverse facets of life. These categories hint at significant opportunities for brands across industries, from home organization to food & beverage to exercise equipment.
Physical Health Resolutions: Evolving Goals in Wellness
Physical health resolutions remain a cornerstone of consumer New Year’s aspirations, but the focus is shifting. While weight loss remains a popular goal, interest in everyday physical activity, stress management, and better sleep habits is growing. This diversification presents opportunities for businesses to move beyond traditional fitness narratives. Products and services that support holistic wellness, such as wearable fitness trackers, stress-relief tools, and ergonomic home workout equipment can tap into these emerging priorities. By addressing a broader range of health concerns, brands can position themselves as true partners in their customers’ wellness journeys.
Additional health-related goals include consumption habits such as healthy eating, diet improvements, and reducing substance use like tobacco and alcohol. Brands in the alcoholic beverages space are already familiar with the Dry January movement, but additional food and beverage brands should take note of shifting health trends likely to peak in January. While not all resolution-makers will maintain the momentum year-long, the new year offers a great opportunity for healthier brands to increase trial and adoption.
Financial Resolutions: Navigating the Value-Driven Consumer
In 2025, 27% of Americans plan to make financial New Year’s resolutions, with younger generations leading the charge. Saving money, reducing spending, and paying off debt top the list of financial resolutions. Many consumers plan to reduce spending on non-essential items like apparel and dining out while leaning into cost-saving strategies such as using coupons or shopping at discount retailers.
The economic backdrop plays a significant role in shaping these goals. Concerns about inflation and cautious spending in the face of potential economic uncertainty are driving these financial resolutions—inflation concerns in particular are up more than four points this year among financial resolution makers. For retailers and brands, this means focusing on affordability without compromising quality. Marketing campaigns that highlight value, promote savings, or offer loyalty rewards are more likely to resonate with budget-conscious shoppers.
Hobby and Organization Resolutions: Creativity and Control in 2025
Hobby-related resolutions are on the rise, reflecting consumers’ desire for creative outlets and leisure activities. Similarly, the increase in organization and productivity resolutions suggests a renewed focus on bringing order to everyday life. These trends offer clear opportunities for businesses in industries like crafting, home organization, and office supplies. From beginner-friendly kits to solutions-oriented marketing campaigns, brands can inspire consumers to achieve their goals while driving early-year sales.
What Businesses Can Learn from New Year’s Resolutions
New Year’s resolutions provide a unique window into the aspirations and anxieties shaping consumer behavior. For brands, manufacturers, and retailers, the takeaways are clear. Consumers want solutions that align with their evolving priorities, whether it’s tools for healthier living, products that support financial wellness, or offerings that simplify their lives. By understanding these goals and weaving them into their strategies, businesses can position themselves as indispensable allies in their customers’ personal growth.
As we charge ahead into 2025, the insights drawn from these resolutions aren’t just trends—they’re opportunities. Brands that adapt and innovate now will be well-positioned to capture the loyalty of resolution-makers as they strive for a better year ahead. For more information on how consumers are thinking about their new year, get in touch with our team today.
