Every January, the idea of Blue Monday resurfaces - the so-called most depressing day of the year. While its scientific credibility is shaky at best, the concept has become a powerful marketing moment. For retailers facing a post-Christmas slump, Blue Monday offers a timely excuse to re-engage shoppers and drive sales.
Turning Gloom into a “Treat Yourself” Moment
Retail marketing thrives on emotion, and Blue Monday provides a ready-made emotional hook. Instead of denying the January blues, brands acknowledge them and position spending as a form of relief.
Fashion and beauty retailers have been especially active here. ASOS and Boohoo, for example, have repeatedly run “Beat the Blue Monday Blues” promotions, offering flash discounts framed as mood-boosting treats. Cult Beauty and Lookfantastic have used similar language, promoting self-care products as small indulgences to lift spirits.
The psychology is simple: when consumers feel low, they’re more receptive to affordable rewards.
Creating Urgency in a Quiet Month
January is one of the slowest retail periods. Blue Monday helps brands inject urgency into an otherwise uneventful month.
Travel companies have leaned heavily into this tactic. Ryanair and easyJet have both launched Blue Monday fare sales, encouraging customers to “escape the blues” with discounted flights. Streaming services and gyms have also used limited-time Blue Monday offers to push sign-ups, reframing new commitments as positive change rather than obligation.
Soft Selling Through Emotional Branding
What makes Blue Monday campaigns effective is that they often don’t feel aggressively sales-driven. Many brands adopt a supportive, empathetic tone instead of leading with discounts.
Wellness brands like Headspace and Calm have used Blue Monday to promote mental wellbeing content, sometimes pairing it with discounted subscriptions. Meanwhile, food and drink brands such as Hotel Chocolat have positioned indulgent treats as comfort rather than impulse buys.
Fuelled by Social Media
Blue Monday’s cultural familiarity makes it highly shareable. Retailers regularly tap into this on social media with humour, polls, and relatable content—often followed by a subtle call to action.
Campaigns using hashtags like #BlueMondayBlues or #BeatTheBlues allow brands to join an existing conversation rather than force one, boosting engagement while keeping sales messaging light.
Vertex View
Despite ongoing criticism about exploiting low mood, Blue Monday remains a useful tool when handled carefully. The most successful campaigns avoid fear-based messaging and instead focus on positivity, value, and genuine uplift.
For retailers, Blue Monday is a masterclass in modern marketing: take a cultural moment, tap into shared emotion, and turn the year’s bleakest day into a compelling reason to buy.
