For many leisure venues, January is traditionally a quiet period. After the Christmas rush, customers are recovering from festive spending, returning to work, and avoiding outings in favour of staying home. But what if that changed?
With the right post-holiday strategy, January can be one of your strongest months of the year — a chance to attract new audiences, nurture loyal customers, and kick-start your 2026 marketing with real momentum.
Here’s how to turn those quiet winter weeks into a roaring success.
Ride the “New Year, New Experiences” Wave
January is when people crave change — new routines, hobbies, and things to look forward to. Tap into that mindset with a “New Year, New Adventures” campaign that positions your venue as part of their fresh start.
💡 Ideas:
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Promote “Try Something New” experiences with discounted taster sessions.
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Offer introductory membership deals or “Join this January” incentives.
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Use motivational messaging like “Start the Year with Fun” or “Level Up Your 2026 Adventures.”
This works brilliantly for laser tag, VR, escape rooms, mini golf, and team activities — especially when framed as fun alternatives to fitness or wellness goals.
Launch a January Membership Push
January is the perfect month to launch or relaunch a membership scheme. After December’s one-time gift purchases, focus on encouraging repeat visits.
Membership ideas:
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Founders’ Membership: Offer early adopters a discounted lifetime rate.
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Referral Bonus: “Bring a friend and you both get a free game.”
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Tiered Rewards: Give regular visitors points or perks for multiple visits.
Promote your memberships as a money-saving decision for 2026 — a smart move for families and groups looking to budget but still enjoy days out.
Create “Back-to-Fun” Promotions
After the festive break, people are tired of shopping and social events — but still want something to do. A “Back-to-Fun” campaign can re-ignite their excitement.
🎯 Tactics:
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Midweek Madness Deals: 2-for-1 tickets or free drink/snack bundles.
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Family Comeback Passes: Exclusive codes for guests who visited in December.
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Themed January Events: Retro nights, glow parties, or team challenges.
It’s all about keeping your brand top of mind after the New Year buzz fades.
Re-Engage Past Guests with Personalised Offers
Use your booking data to segment and re-engage previous visitors.
For example:
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Send personalised emails: “It’s been 3 months since your last adventure — ready for another?”
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Offer returning guests a loyalty code or free upgrade.
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Remind December party bookers to rebook for 2026 birthdays.
Email automation and remarketing ads make this easy — and highly effective for boosting early-year revenue.
Partner with Local Businesses
January is a brilliant time for collaborations. Other businesses also want to attract customers after the holidays — so team up!
Ideas include:
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Joint promotions with cafés, cinemas, or gyms.
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Discounts for local companies’ employees.
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Cross-promotion via social media or in-store flyers.
You’ll reach new audiences and add real value for your local community.
Use Social Media to Bring Energy Back
Your social channels should feel fresh, positive, and energetic after the holidays.
Content ideas:
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“2025 Highlights” recap posts (show off your best moments and stats).
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“What’s New in 2026” teasers (new games, updates, or attractions).
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Team introduction posts — add a human touch.
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Video reels showing people laughing, smiling, and re-energised post-Christmas.
Visuals and tone should feel uplifting and optimistic — exactly what audiences want in January.
Run a Gift Card Redemption Campaign
Many people receive your gift cards over Christmas — don’t let them forget to use them!
Send reminders, social posts, and email nudges that say things like:
“Got a gift card? Use it now and enjoy 10% off extra tickets!”
It drives redemptions and encourages top-up spending on-site.
Leverage Reviews & Word of Mouth
Guests who had a great time over Christmas are your best January marketing tool.
Ask for reviews and encourage them to share their experience on social media. Then, repost testimonials and tag happy guests — this kind of authentic content builds trust during a slower month.
Don’t Go Quiet on Advertising
Many businesses reduce ad spend in January — meaning less competition and cheaper clicks.
Use paid social and Google Ads to capture:
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“Things to do this weekend” searches.
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“Family activities near me” queries.
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Retargeting for guests who visited your site over the holidays.
Even a modest ad budget can go further this month if your message is strong.
Final Thoughts
January doesn’t have to be a recovery month — it can be your relaunch month.
By combining upbeat messaging, smart deals, and creative campaigns, your venue can transform that post-holiday dip into a surge of new activity.
Think of it as your marketing reset button — one that sets the tone (and the bookings) for a successful 2026 ahead.
