January has been branded the absolute worst month for a birthday, with new research revealing that a significant number of Brits born in the first month are ditching their celebrations entirely.
The Bleak Birthday Reality
A recent study, commissioned by the beer brand Madrí Excepcional 0.0%, surveyed 2,000 UK adults, including 250 born in January. The findings paint a gloomy picture for winter birthdays. One in three adults with a January birthday has cancelled or delayed their celebration plans, largely due to a belief that friends and family simply won't show up.
This sentiment is supported by broader social habits, as 35% of all respondents admitted they socialise less during January. Consequently, 18% of January-born individuals have rescheduled their birthday festivities for a different month, while 41% have settled for a much more low-key event than they desired.
Financial Hangovers and Festive Fatigue
The reasons behind this birthday boycott are multifaceted. The post-Christmas financial squeeze is a major factor, with many people feeling the pinch after festive spending. The cold, miserable weather also acts as a powerful deterrent, making a night out far less appealing.
Furthermore, the rise of Dry January plays a significant role, with 19% of people stating they have skipped a January birthday gathering because they weren't keen on drinking alcohol. More than one in ten (12%) confessed to having missed a loved one's January birthday party, though most felt guilty about it.
The impact is stark: 21% of January-born adults have never had a birthday party as a grown-up. Additionally, 36% believe they receive fewer gifts purely because of their birth month, estimating they miss out on roughly £62 worth of presents.
A Lifeline for January Birthdays?
In response to these findings, Madrí Excepcional 0.0% has launched a 'January Birthday Bar Tab' initiative. The offer provides anyone born in January with a free beer for themselves and a friend, available in both its 0.0% and 4.6% varieties. The scheme is running at BOXPARK venues in Liverpool, Shoreditch, Croydon, Wembley, and Camden on Fridays and Saturdays throughout January.
The brand partnered with January-born actor and comedian Henry Rowley, who shared his own experience. "My birthday in January always gets the short straw compared to my mates," Rowley said. "Everyone's skint, the weather's miserable and Dry January is in full swing. I've only ever celebrated my birthday twice in my adult life."
Sophie Mitchell from Madrí Excepcional added: "Not all birthdays are created equal and January can be a tough month to bring people together. So we want to take the pressure off organising January birthday celebrations."
There is some hope for hosts, however. The research indicated that 66% of people would be more likely to attend a January celebration if certain conditions were met, including the promise of quality time, better non-alcoholic drink options, and the enticing prospect of someone else picking up the bill.
