Holiday Momentum: Why January Has Become a Power Month for Buyer Action

Last year’s Summer Holiday audience and enquiry data reveal a clear shift in buyer behaviour: January is no longer a quiet month, but a focused period for research and decision-making. With more free time and fewer competing commitments, buyers are using the holiday break to compare developments, review locations, and reach out with detailed questions. The long-held assumption that activity slows over Christmas and New Year is increasingly out of step with reality.

The data itself makes this transformation unmistakable. Enquiry volumes surged across every state, showing that buyers are not just browsing, they are progressing their plans:

• VIC: +26%
• NSW: +48%
• QLD: +34%
• SA: +39%
• WA: +31%

This across-the-board growth highlights that January is in fact “go time” for buyer research and project engagement, offering developers a powerful early-year opportunity.

Industry insight also points to Boxing Day as a rising strategic launch window. With property platforms consistently reporting peak traffic from Boxing Day through late January, buyers holidaying by the beach or pool are actively scrolling listings and discussing their next move. As Dan Spencer notes, launching a new product on Boxing Day allows developers to meet demand precisely when attention is highest, provided teams are ready to respond to incoming enquiries.

The market is also running later each year, with buyer interest flowing seamlessly from December into the new year. Rather than stepping away, buyers carry their momentum into January, using the clean slate of a new year to take meaningful action. For developers who remain visible and responsive, this period offers a unique advantage: the chance to connect with highly motivated buyers before the broader market fully awakens.