Why might marketing decision makers be more receptive in the run up to Christmas?

We’re at that time of year again where expectations and reality don’t quite tally. But not in a bad way.

Often, clients and prospective clients are under the impression that December is a quiet month for new business and maybe it is better to wait until January to ramp up outgoing activity.

However, our statistics from decades of operating as the marketing and creative industry’s original (and best) new business agency paint a slightly different picture.

Over a ten year period, the average number of new business meetings Alchemis set per day is not much different between December and any other month. This is taking into account our 3 day Christmas closedown period, in addition to the December bank holidays. On top of that, with a higher number of staff using their annual leave at the end of the year, the overall rate of meetings set is marginally higher in December.

So why might this be?

Well, here are a few possible reasons.

Reasons why you shouldn’t stop new business in December:

It’s a natural planning window

For many brands – especially in retail, FMCG, finance and travel – Q4 is when planning for the next calendar year is in motion.

Decision-makers are may be:

• Auditing what worked/didn’t work in the past year
• Building initial scopes and budgets for Q1–Q3
• Seeking fresh perspectives before locking in strategy

This creates an opening for agencies offering  planning input, insights, or strategic recommendations.

Budgets may need to be spent before year-end

In organisations with “use it or lose it” budget structures, leftover budget allocations may need to be committed before the year ends.

This makes marketing leaders more open to:

• Strategy projects
• Research
• Audits
• Pilot campaigns
• Innovation initiatives

These are often relatively low-risk engagements that agencies can pitch effectively.

End-of-year reflection leading to openness for new partners

Slightly in advance of your own New Year Resolutions, leadership teams may be in review mode, analysing:

• Performance of existing agencies
• Efficiency of current workflows
• Creative effectiveness

If frustrations have built throughout the year, Q4 is when clients often begin scouting alternatives or taking exploratory calls.

Pre-Christmas energy creates urgency

For many brands, Christmas is their most intense period. After the peak:

• Pressure reduces
• Decision-makers shift into planning mode
• They become more available for intro conversations
• They have a renewed appetite for “new ideas for next year”

This period (from late November to mid-December) can be one of the best for outbound.

Agencies may bring compelling, insight-led pitches

Agencies will often time:

• Trend forecasts
• Annual research
• Planning frameworks
• “State of the industry” reports

…to land in Q4. These assets are particularly attractive when CMOs are working on strategy for the new year.

Prospects are full of festive cheer!

OK, whilst this one may not be scientifically proven, it is a time for goodwill to all men. Anecdotally we often find this reflected in their increased receptiveness to new business approaches we make on behalf of our clients.

So, to summarise, don’t write December off as a dead month. There are a surprising amount of meetings to be set and briefs to be won,  with the right approach and a bit of tenacity. This can help your new business pipeline start the new year in fine form.

With best wishes to all of you for a Merry Christmas and a prosperous 2026.