January has long had a reputation as the most miserable month of the year – cold weather, post-Christmas budgets stretched thin and social calendars noticeably quieter. But new research suggests the winter blues hit one group harder than most: people born in January.
A new phenomenon dubbed “Abandonuary” is emerging, describing the widespread cancelling, postponing and outright flaking on January birthday celebrations. According to recent research, more than a third (36%) of adults with January birthdays say they have experienced the effects first-hand – with many feeling their big day is routinely overlooked.
Why January birthdays get forgotten
The research reveals that 34% of British adults born in January have abandoned their birthday plans at least once in the past decade, while 21% say they’ve never had a birthday party in adulthood at all.
Fear of an empty celebration plays a major role. Over 41% worry friends and family won’t show up, and 32% fear last-minute dropouts. Those anxieties aren’t unfounded either – 35% of adults admit they socialise less in January, and 12% say they actively skip January birthday celebrations altogether.
It’s no surprise, then, that 43% believe January is the worst month to have a birthday.
Money worries, weather and Dry January
The reasons behind Abandonuary are largely practical. More than half (56%) of those surveyed say they’re tight on money after Christmas, while 31% blame the cold, dark weather. Nearly one in five (19%) also cite not wanting to drink alcohol, with Dry January firmly embedded in British culture.
As a result, January-born adults miss out on an average of five birthday parties over their adult lifetime. And it’s not just celebrations they’re losing – 36% believe they receive fewer presents, estimating they miss out on around £62 worth of gifts each year simply because of their birth month.
Low-key celebrations and birthday getaways
Faced with dwindling enthusiasm from friends, many January babies compromise. 41% say they’ve opted for a more low-key celebration than they wanted, while 18% have delayed their birthday entirely, choosing to celebrate in another month.
Others have taken more drastic action. A third (33%) admit they’ve travelled abroad at least once to enjoy a sunny birthday escape – swapping British winter gloom for guaranteed good vibes.
Madrí Excepcional steps in with the January Birthday Bar Tab
In response to the growing issue of Abandonuary, Madrí Excepcional 0.0% has launched the January Birthday Bar Tab, designed to give January birthdays the celebration they deserve.
The initiative offers anyone born in January a free Madrí Excepcional 0.0% or 4.6% beer for themselves and a friend, encouraging people to show up and celebrate together – whether they’re drinking alcohol or not.
This comes as 83% of people who have skipped a friend’s January birthday admit they felt guilty, while 66% say they’d be more likely to attend if there was a good alcohol-free option or if someone else was picking up the bill.
You can find out more about the brand at the official Madrí Excepcional website.
Henry Rowley joins the fight against Abandonuary
To bring the campaign to life, Madrí Excepcional 0.0% has partnered with January-born actor and comedian Henry Rowley, who knows the struggle all too well.
“My birthday in January always gets the short straw compared to my mates,” Rowley says. “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, but this year I’m getting my mates together and making up for lost years.”
Sophie Mitchell, Brand Controller at Madrí Excepcional, adds:
“January can be a tough month to bring people together, so we want to take the pressure off organising birthday celebrations. With our great-tasting 0.0% option, there’s zero excuse not to celebrate.”
Where to enjoy the January Birthday Bar Tab
The Madrí Excepcional 0.0% January Birthday Bar Tab is running at BOXPARK venues on Fridays and Saturdays throughout January, while stocks last.
To take part, visit participating BOXPARK locations and claim a free beer for you and a friend. Terms and conditions apply.
If Abandonuary has ever robbed you of a proper celebration, this might just be the excuse January birthdays have been waiting for.
