New Year resolutions: a Q5 advertising opportunity

New Years on Nextdoor: 2026 insights for advertisers

89% of neighbors made a New Year's resolution this year, up 13% year-over-year, and 90% say hitting that goal means real lifestyle change — yet most advertisers still treat January as an afterthought. 

The reset plays out locally, not in abstract 

Resolutions convert into hyperlocal behavior: a home-improvement resolution means hiring a local contractor, a fitness resolution means joining a nearby gym, and a savings resolution means neighborhood deal-seeking. 

• 55% plan to exercise more and 47% plan to improve their diet 
• 45% are using buy now, pay later services, right as new-year financial planning kicks in 
• 32% plan to repair or improve part of the home — a direct trigger for post-holiday deep cleans and HVAC servicing 
• Neighbors are 20% more likely to be the primary household decision maker, buying for the whole household in categories like insurance and financial services 

Implication for advertisers: Home services advertisers should lean on geo-personalized creative and Takeover during the post-holiday repair spike, while FinServ and insurance advertisers can use custom audiences to retarget neighbors already showing financial-planning intent. 

They're already working the problem on Nextdoor

This isn't passive scrolling — neighbors are actively using the platform to solve the exact problems their resolutions raise. 

• 1 in 2 neighbors aspiring to lose weight say they'll turn to Nextdoor for help
• More than 1 in 4 have used Nextdoor for healthcare advice, and 77% consider themselves their household's "Chief Medical Officer" — 12% higher than the general population 
• Health insurance mentions on the platform are up 16% year-over-year
• 40% plan to try new brands in the new year, one of the strongest discovery windows of the year 

Implication for advertisers: Use Book/Schedule as the CTA to turn healthcare-advice seeking directly into appointments, and lead with product-features messaging — it drives 4.4x more Brand Consideration than community-style messaging in this window. 

Q5 is cheaper, and neighbors are in discovery mode 

Most advertisers pull back after the holidays. Neighbors don't. 

• 40% plan to try new brands in the new year — one of the strongest discovery windows of the year for challenger brands 
• Newsfeed eCPMs run above $14 in Q4 and drop below $9 in the first days of January — advertisers who activate early in Q1 see budgets stretch roughly 30% further
• Q5 campaigns drove +11.8pt average Brand Awareness, +4.6pt Brand Consideration, and +9.1pt Brand Favorability — proof this window builds real brand equity, not just short-term clicks 

Implication for advertisers: Advertisers should stay in-market past December 31st to win share while inventory is still cheap, and match CTA to the funnel stage — Learn More for brand building and Shop/Buy where purchase intent is the KPI. 

Source: Nextdoor Survey, US (2026); 2026 Consumer Outlook Insights Report, Dec 2025; GTM Narrative Measurement Proof Points Playbook 2026