As the countdown to the new year begins, so does the surge in ads for ‘new year, new you.’ From organizers to protein shakes, companies flood social media with products aimed at self-improvement, capitalizing on the season of resolutions. Every January, many of us make resolutions: ‘This year ‘I’ll get straight-As,’ or ‘I’m going to work out every day.’ However, these goals often seem tied to purchases, reflecting how resolutions can be greatly impacted by consumer culture.

Companies know that winter brings a spike in goal-setting and are quick to use that to their advantage. According to a study by Praxis, 25% of consumers said they are willing to pay whatever it takes to see results for their New Year’s resolutions. Meanwhile, 33% set a maximum budget of $50, and 18% would pay up to $100.

This phenomenon isn’t just a national trend—it’s something students and teachers at our school experience, too. Many students feel that setting a resolution means investing in products to help them achieve their goals.

“For 2025, my goal is to keep my grades up. Even if I get into my top colleges, I’m still going to prioritize school,” senior Ava Brotemarkle said. “I’ve been thinking about buying a new planner and school supplies for the upcoming year to help me stay organized.”

But do these purchases actually contribute to long-term success, or do they just show the effect of seasonal marketing trends? With ads pushing almost every buyable item in existence, it’s easy to see how individuals feel that investing in these products is the key to achieving their goals. However, the reality is that the pressure to purchase these items competes with the actual desire to improve, creating a complex relationship between self-motivation and consumerism.

“My New Year’s resolution is to read at least two or three books a month,” junior Olive Moran said. “I plan to look on platforms like BookTok for ideas and go to Barnes and Noble with my friends to find some fun books to read.”

While social media offers inspiration for goal-setting, it also tempts users to spend money on unnecessary items. Moran noted an increase in ads during the season, admitting that they sometimes impact her purchasing decisions.

“I have definitely been seeing a lot more ads during this time of year, and a lot of them are pretty tempting,” she said. “I think it’s because of all of the holidays like Christmas or Hanukkah, but New Year’s resolutions play a part in it, too.”

Marketing experts note that New Year’s ads often include strategies such as limited-time offers, personal success stories, and highly targeted social media algorithms tailored to consumer behavior. For instance, according to Attentive.com, popular companies like DUSK and MATE offer up to 50% off during the winter. One strategy they use is texting potential buyers with gifs and bright colors, which 56% of consumers admit they’re most likely to engage with text messages if they are fun or engaging.

“I think many people are influenced to buy new products by seeing them online and hearing about them from peers,” Marketing teacher Anne Wardinski said. “The winter holidays bring about more peer pressure to participate in consumer culture, especially among teenagers. For the new year, it’s all about ‘new you,’ ‘better you,’ so planners, fitness centers, and diet programs always get pushed onto buyers. You’ll see more people attend the gym or invest in organizers that they might stick with—or might just forget about in a couple of weeks; it all depends on their mindset.”

For many students, the new year represents a fresh start and offers them a chance to reach their goals. While products like daily planners and gym memberships can help, the real key to achieving them might not come with a price at all.