If you guess New Year’s is one of the most popular times for smokers to try to quit, you’re right. But are there other popular times? Does interest in quitting change throughout the year? Is there a seasonality to quitting? We tackled these questions and more using data from the past five years from our online smoking cessation program.
Understanding the seasonality of quitting allows us to better support clients in promoting the EX Program when interest in quitting is naturally highest.
Interest in quitting is not just a New Year’s thing
We expected the results to confirm what we knew about January, but we were surprised to see how long the surge of interest lasted. Not only was January the highest traffic month, but the second and third busiest were February and March. We found registrations were nearly two times higher in January than the rest of the year and that this doubling persisted through the first quarter.
These results suggest that New Year’s provides a window of opportunity to engage smokers to kick their tobacco habit for good. But New Year’s isn’t the only window. The New Year’s effect remains strong throughout the first quarter, with additional spikes of interest in the summer, especially around Fourth of July and Labor Day.
Reasons for quitting extend beyond seasons
While enrollment spiked in the first quarter and summer, registrations remained steady throughout the year. We believe this is because the most common reasons people quit tobacco aren’t always season-specific; they can happen at any time.
What does this mean for you? Make sure your employees know they have resources to support them for a successful quit, whenever they are ready. Seasonal as well as ongoing promotional campaigns from the EX Program can help you do this.
At the EX Program, we provide clients with a variety of campaign materials – including posters, videos, emails, flyers and more—to keep online smoking cessation program top of mind.