How to use PR to avoid a drop in sales after the holidays

The first quarter often brings a natural slowdown as many consumers tighten their budgets following holiday spending. This decline can be challenging, especially for shopping malls, beauty brands and service companies that rely on consistent engagement to sustain their growth.

However, with a well-thought-out PR strategy, brands can avoid the post-holiday slump and create buzz that keeps customers coming back. Here’s how a proactive Q1 approach – complemented by concrete examples – can help brands attract customers, build brand loyalty and lay the foundation for a successful year.

Related: 4 Ways to Generate Sales After the Holidays

1. Create a Q1 content calendar and focus on value-driven content

Starting with a comprehensive content calendar allows brands to plan valuable, engaging content that meets audience needs after the holidays. This time of year, people are looking for new beginnings, personal care tips and value-based solutions. Therefore, it is the best time for brands to create content aligned with these goals.

Example: For a beauty or skincare brand, focusing on content around New Year’s skincare routines, winter skincare tips, or simple self-care hacks can establish your brand as a go-to source. By collaborating with influencers who share their skincare routines, you can tap into the renewal and self-care mentality of the new year. These partnerships can be arranged early to ensure your brand message reaches consumers exactly when they are ready to refresh their routines.

2. Launch a New Year’s campaign that inspires and captivates

As January approaches, people often focus on resolutions and goals. Creating a New Year’s themed campaign around new beginnings can resonate well with audiences and align your brand with this mindset. Messages can focus on renewal, change or self-improvement, depending on what is relevant to your brand.

Example: When shopping at the mall, keep in mind that consumers tend to be a little tighter on their wallets after the holidays. By collaborating with local organizations such as wellness centers or craft markets, you can create themed events that add value to the experience and incentivize foot traffic. For example, a mall could host a “New Year’s Wellness Weekend” with workshops on fitness, nutrition, or stress reduction. Collaborating with local experts and offering incentives like discounts on wellness products will attract visitors by helping them achieve their New Year’s goals without pushing them to make major purchases.

3. Secure thought leadership positions for industry authority

The beginning of the year is an ideal time to position brand leaders as industry experts through thought leadership. Many publications are looking for new perspectives, trend forecasts and advice for the right start to the new year. By pitching insights or unique perspectives, brands can build credibility and appeal to readers looking for guidance and inspiration.

Example: For a wellness brand, sharing predictions about upcoming health and wellness trends or advice on starting new habits can lead to thought leadership spots in trade publications, industry blogs, or even local newspapers. By positioning the brand as a resource, you build trust while increasing visibility. For service-focused brands, creating “New Year, New Insights” articles that provide actionable tips for consumers – whether related to beauty, fitness, finances or productivity – resonates with media and audiences alike.

Related: How to Continue Your Small Business Success After the Holidays

4. Use influencers to build momentum through authentic engagement

In the first quarter, influencers can be a valuable asset for brands looking to maintain visibility and engagement. While larger influencers may focus on holiday content, micro-influencers tend to remain actively engaged in the new year, making them great partners for a January campaign.

Example: For a skincare or wellness brand, collaborating with influencers to promote “New Year, New Routine” campaigns can encourage their followers to start the year with a focus on self-care. Sharing product routines, personal skincare tips, and simple self-care ideas can create authentic engagement and generate excitement for your brand. Influencers with smaller but highly engaged followings often provide more authenticity and make their recommendations more effective in terms of trust and conversions.

5. Re-engage your audience with social media tips and user-generated content (UGC).

Social media offers brands a powerful platform to engage their audience without having to do the hard sell. By focusing on valuable tips, actionable insights, and user-generated content (UGC), brands can maintain a consistent presence that feels less promotional and more community-driven.

Example: For brands in any industry, offering tips and tricks that are relevant to customers’ lives—like self-care tips for skincare brands or home organization ideas for lifestyle brands—shows that your brand is a trusted source of advice. Providing UGC can be particularly effective. For example, showing how real customers integrate your products into their lives creates a sense of community and loyalty. These types of posts build trust with new customers and deepen bonds with existing customers.

6. Use niche and local media to maintain your visibility

National media often slows down after the holidays, but niche and local media remain active, making them valuable resources for brands looking to maintain visibility. Local reporting also helps foster community connections, which can be particularly beneficial during the quieter months of the first quarter.

Example: For a client in the retail sector, pitching to local media about a New Year’s event or collaborating with a local influencer for a regional campaign can drive traffic without breaking the budget. For beauty brands, targeting niche publications like wellness blogs or local magazines with a “new year, new you” message can ensure your brand remains visible to an engaged, interested audience.

Related: 4 Ways Retailers Can Take Advantage of the Post-Holiday Surge to Drive More Sales

Although the first quarter may be slower, the right PR strategy can help brands overcome the post-holiday slump and maintain their momentum. By leveraging strategic partnerships, refreshing successful content, and focusing on value-driven storytelling, companies can increase engagement and lay the foundation for a productive year. With a thoughtful, proactive PR plan, you will not only maintain your visibility but also build meaningful connections with your audience, laying the foundation for success all year long.