Ah, January. Campaigns have cooled. Downloads have slowed. Users who were hyper-active in December suddenly drift away like they’ve sworn off digital indulgence for the new year. And for good reason—we all need a little break from the blue light, for sanity’s sake.

But this time of year is also a surprisingly high-leverage moment to re-engage users with intention. Instead of waiting for usage to “normalize,” smart mobile teams treat January as a retention opportunity: a chance to re-onboard, re-spark value, and reset expectations for the year ahead.

What’s really going on in January…?

Before you jump into the tactics, it helps to understand why January behaves differently. The first few weeks of the year fundamentally reshape user psychology. If you tailor your messaging to these shifts, your re-engagement efforts become dramatically more effective.

→ Motivation resets, but attention spans shorten.

Users want to start fresh, but only if the path feels simple. This is a great moment for micro-wins, clean CTAs, and low-friction flows.

→ People crave clarity after a noisy Q4.

Holiday overload makes users allergic to clutter, promos, and complex journeys. They respond better to value-forward, purpose-driven nudges.

→ Habit formation spikes.

January is a ritual reset: budgeting apps get reopened, fitness apps surge, learning apps see renewed interest. Timely cues can turn fleeting intent into lasting behavior.

→ Users return disoriented, not necessarily disengaged.

Most people aren’t always “churned” in January; they’re just recalibrating. A quick reminder of value or a simple “pick up where you left off” prompt can be enough to re-activate them.

→ Progress feels disproportionately rewarding.

Small wins feel bigger when people are building new routines. This amplifies the power of streaks, micro-goals, and resumed activities.

🏋️‍♀️ 7 ways to pull your customers out of the holiday slump

Below are easy-to-execute tactics to win back users during the post-holiday slump using every channel in your stack.

1. Treat January like a soft re-onboarding window

Most users return from the holidays disoriented. A simple reminder of core value goes a long way.

  • Push: Reacquaint them with a “Welcome back 👋 Ready to pick up where you left off?”
  • In-App Message (IAM): Show a lightweight “This is what you missed” card highlighting new content, features, or saved progress.
  • Email: Send a short “Start Fresh” digest summarizing the user’s year-end stats or personalized recommendations.
Why? People are already experiencing an emotional restart in January. Don’t fight it… lean into that momentum.

2. Anchor messaging around fresh starts and habit-setting

Your users are primed to establish new routines, especially if your app supports productivity, learning, fitness, finance, or entertainment.

  • Push + IAM Combo: Trigger habit-building nudges after short periods of inactivity (“New year, new streak? 🎯 Jump back in with just one tap.”).
  • SMS/RCS: Quick reminders for time-sensitive actions like daily check-ins or order tracking.
  • Email: A 7-day “Reset Challenge” based on user behavior (e.g., read one article a day, complete one lesson, return to your saved cart).
Why? Habit formation spikes in January; timely cues help users solidify behaviors before they drift again.

3. Shift from promotions to purpose-driven value

Users are burned out on holiday deals. Instead, center your messaging on usefulness, outcomes, and simplicity.

  • Push: “Skip the clutter — here’s your personalized pick for today.”
  • IAM: Feature a one-click shortcut to core actions (“Get right to what matters”).
  • Email: A “What’s Actually Worth Your Time” curated list of personalized content or features.
Why? Psychological relief… users want apps that simplify their life after a noisy Q4. Give them a break from the hard sell.

4. Use “micro-wins” to restart engagement

Help users regain momentum through frictionless moments of progress.

  • Push: Reinforce a small achievement (“You’re 1 step away from finishing your saved playlist.”).
  • IAM: Offer a tiny task users can complete in 10 seconds (approve a transaction, mark a habit complete, review a saved item).
  • SMS: “Want a quick win today? Tap to finish what you started.”
Why? Small actions rebuild confidence and make users feel competent again — a core motivator in behavior change.

5. Target “Holiday Tourists” with different messages

Some users downloaded your app only for holiday moments (shopping, travel, events). Treat them differently from loyal users.

Journeys Segmentation:

  • Loyal users: Reinforce core value and streaks.
  • Seasonal users: Show new reasons to return in January (“You came for deals — stay for the everyday savings.”).
  • Push: “Still here? Let’s make your everyday easier.”
  • Email: A value-forward “Here’s why users stick around year-round” pitch with 3 practical benefits.
Why? Seasonal intent ≠ long-term intent. Meet them where they’re at.

6. Build a “Re-Engagement Window” Journey for inactive December users

You should be treating December churn as recoverable… because it is.

  • Day 3: Value reminder (push)
  • Day 7: Habit nudge or micro-win (push or IAM)
  • Day 10: Personalized content or resumed progress card (IAM)
  • Day 14: Email recap + CTA
  • Day 21: SMS for high-value segments
Why? Consistency beats one-off campaigns. Every time.

7. Close the loop with real-time Live Activity re-engagement

For apps with transactional or ongoing tasks, Live Activities can pull users back into a flow they abandoned during the holiday haze.

  • Live Activity: Resume timers, open tasks, or real-time progress trackers.
  • Push: “Pick up where you left off — your activity is still waiting.”
  • IAM: A contextual suggestion to resume or finish the live session.
Why? People prefer to resume familiar tasks over starting new ones.

Winning back what December left behind

Re-engaging users in January doesn’t have to be guesswork. OneSignal gives you the tools to segment intelligently, automate the right messaging timing for every niche customer cohort, and combine channels to pull users back into momentum with your app.

Ready to turn your post-holiday drop-offs into long-term retention?

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