The Effect of Holidays on Infoproduct Sales

by Ryan M. Healy on November 27, 2012

A forum participant wants to know if launching an infoproduct during the holidays is a good or bad idea. He writes:

Hey Guys,

I’m wondering if anyone has experience with doing launches during the
holidays? Does it reduce sales as people try to save money for holiday
gifts? Or are people in a buying mode and spend more money?

It’s looking like we’re going to launch around Dec 8 – 12 ish, and the
holidays are looking like a big X factor on how it might affect our sales.
Any insights would be appreciated!


The illustrious Drayton Bird replies:

For what it is worth, holidays are generally a disaster. Only charities tend to do well. People are out having fun. I lost all the money I had many years ago by running a heavy promotion in mid December.


So there you have it, straight from the one man who’s probably got more direct marketing experience than any other person who is still actively writing copy.

Consumer markets tend to do better than B2B during the holidays. So some consumer infoproducts might do better during the holidays. But those would be the exceptions.

It’s my own observation that business slows down a bit between Thanksgiving and Christmas. Then I get all kinds of inquiries from guys who want to push something out in January, but did not plan far enough in advance.

So I generally expect the week between Christmas and New Year’s to be busier than normal. And I plan for it. Make hay while the sun shines, and all that.

If you do have a B2B infoproduct, better to launch it in January when business people are making New Year’s resolutions and focusing on improving their businesses.

-Ryan M. Healy

About Ryan M. Healy

is a direct response copywriter. Since 2002, he has worked with scores of clients, including Agora Financial, Lombardi Publishing, and Contrarian Profits. He writes a popular blog about copywriting, advertising, and business growth, has been featured in publications like Feed Front magazine, and has been published on sites like,, and

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