A new study shows that January birthdays are often overlooked, with many people choosing to cancel, delay or avoid celebrations altogether. The research reveals a growing trend now known as “Abandonuary”, where birthdays in January receive less attention than at any other time of year.
More than a third of adults born in January, 36 per cent, say they have experienced Abandonuary. A similar share, 34 per cent, admit they have abandoned their own birthday plans at least once in the past decade. One in five, 21 per cent, say they have never had a birthday party during their adult life.
Concerns about poor attendance are common. Four in ten January-born adults worry that friends or family would not turn up to a party, while 32 per cent fear last-minute cancellations. These worries reflect wider habits, with 35 per cent of adults saying they socialise less in January and 12 per cent admitting they have skipped a January birthday celebration altogether.
The research, commissioned by Madrí Excepcional 0.0%, highlights money as the main barrier. Over half of those who have skipped a January birthday party, 56 per cent, say they could not afford it after the festive period. Others cite cold, dark evenings, at 31 per cent, or a lack of interest in drinking alcohol, at 19 per cent. As a result, 43 per cent believe January is the worst month to have a birthday.
On average, people born in January say they have missed out on five birthday parties during adulthood. Many also feel short-changed when it comes to gifts. More than a third, 36 per cent, believe they receive fewer presents because of their birth month, estimating they lose out on around £62 worth of gifts each year.
Some have adapted their plans as a result. Forty-one per cent say they have chosen a quieter celebration than they wanted. Nearly one in five, 18 per cent, have moved their birthday celebrations to another month. A third have travelled abroad at least once to celebrate in warmer weather.
Despite this, many people remain open to celebrating January birthdays if conditions improve. Two-thirds, 66 per cent, say there are factors that would make them more likely to attend a loved one’s celebration. These include spending meaningful time together, having alternatives to alcohol, or knowing that someone else is paying.
In response, Madrí Excepcional 0.0% has introduced the January Birthday Bar Tab. The initiative offers anyone born in January a free Madrí Excepcional 0.0% or 4.6% beer for themselves and a friend, aiming to remove barriers to celebrating together.
The campaign also reflects feelings of regret among those who have skipped January birthdays. Eighty-three per cent say they felt guilty about missing a friend’s celebration.
Madrí Excepcional 0.0% has partnered with January-born actor and comedian Henry Rowley to highlight the issue.
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 run at BOXPARK venues on Fridays and Saturdays throughout January. The offer includes a free Madrí Excepcional 0.0% or 4.6% beer for the birthday guest and one friend. Terms and conditions apply, and availability is limited.