‘Abandonuary’: A third of Jan-born Brits admit to abandoning birthday celebrations
Over a third (36%) of adults with January birthdays suffer the effects of “Abandonuary”, a new phenomenon describing the cancelling, postponing and flaking on January birthday celebrations. Over a third of British adults born in January (34%) admit they have abandoned their birthday plans within the last 10 years, while a fifth (21%) say they have never even had a birthday party in adulthood.
For many, the fear of an empty party is real as 41% of January born adults say they worry friends and family wouldn’t show up, while 32% fear last minute drop-outs. These concerns appear justified, with over a third (35%) of adults surveyed saying they socialise less in January and one in 10 (12%) even admitting to skipping January birthday celebrations altogether.
The research, commissioned by Madrí Excepcional 0.0%, shows the most common reasons for avoiding January birthday celebrations include being tight on money after the busy festive period (56%), not wanting to go out in the cold and dark weather (31%) and not wanting to drink alcohol (19%). As a result, more than two in five (43%) of those polled agree January is the worst month to have a birthday.
In fact, the research shows that on average, people born in January have missed out on an average of five parties in their adult lifetime so far. And it’s not just time celebrating with loved ones they miss out on, as 36% believe they receive fewer presents simply because their birthday falls in January – estimating they miss out on an average of £62 worth of gifts each year.
41% of adults born in January have opted for something more intimate or low-key than they wanted, and 18% have delayed celebrating their birthday to a different month entirely. Meanwhile, a third (33%) of those polled have even taken matters into their own hands by heading abroad to enjoy at least one sunny birthday in their lifetime.
In response, Madrí Excepcional 0.0% has launched the January Birthday Bar Tab – offering anyone born in January a free Madrí Excepcional 0.0% or 4.6% beer for themselves and a friend, so everyone can celebrate together and make up for lost years.
The initiative comes as 83% of those who have skipped a friend’s birthday in January admit they felt guilty about it, while for two-thirds (66%) of those polled, there are things that would make them more likely to attend a loved one’s celebrations in January, including spending meaningful time together if they knew there was a better alternative to alcohol and if someone else was footing the bill.
Madrí Excepcional 0.0% has partnered with January-born actor and comedian Henry Rowley, to show Brits that they don’t need to suffer the effects of Abandonuary this year.
Henry said, “My birthday in January always gets the short straw compared to my mates – 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, making up for lost years and celebrating with the help of the Madrí Excepcional 0.0% January Birthday Bar Tab.”
Sophie Mitchell, Brand Controller at 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. With our great-tasting 0.0% option that delivers all the flavour without the alcohol, there’s zero excuse not to celebrate. Our January Birthday Bar Tab is all about giving people a simple reason to show up for their mates and make sure no birthday goes unnoticed.”
The Madrí Excepcional 0.0% January Birthday Bar Tab will be running at BOXPARK venues on Fridays and Saturdays in January*. To enjoy the Birthday Bar Tab and have either a Madrí Excepcional 0.0% or 4.6% beer for you and a mate, click here**. T&Cs apply. Available while stocks last.
