New Year insights

Self-care is shaping New Year’s trends across health and wellness

This year, adults under 30 are driving momentum for positive change. Over half made New Year’s resolutions — more than any other age group — and Hispanic Americans are also a key segment, with half making resolutions, marking a noticeable increase from 2024.¹

So, what are surveyed customers hoping to achieve? To save money, boost happiness, and level up both physical and mental health.¹ Self-care threads through nearly every resolution, and younger women in particular are zeroing in on personal growth.²

Keep momentum and help prevent drop-off

The second Friday in January has a reputation as “Quitters Day,” when many people are tempted to abandon their new resolutions.³

That makes it a key moment for brands to re-inspire and help customers stay on track. Resolutions are easier to keep with the right tools. Spotlight products that support healthy habits — whether that’s better nutrition, mental wellness boosters, or smart financial tools. Use creative that’s empowering and motivational, giving customers that extra nudge to keep going strong.

When New Years shopping peaks

The largest percentage of New Year’s shopping among surveyed Walmart customers happens the week before the ball drops, with purchases split almost evenly between online carts and in-store aisles.²

By helping Walmart advertisers connect with customers during key shopping moments like New Year’s, our solutions support resolutions that become lasting relationships, especially as surveyed Walmart customers increasingly view health and fitness as a journey to feeling good from the inside out.²

Sources: 

1. YouGov, “What are Americans’ New Year’s resolutions for 2025?” Dec. 2024.
2. Walmart first-party data, Walmart New Years Resolution Survey Provided by Walmart Connect Media Insights Research Services Team, March 2025. 3Forbes, “Why Millions Quit Their Resolutions Today—And How You Can Be The Exception,” Jan. 2025.