Research has found that three in ten Americans make at least one resolution for a New Year, with 79 percent focusing on goals related to health. Even with good intentions, however, it doesn’t take long for many people to give up on their resolutions. In fact, this quickly waning motivation has led to what is now known as Quitter’s Day. Keep reading to find out more about the day, tactics for breezing past Quitter’s Day, and how some businesses are encouraging people to stick with their goals.
What is Quitter’s Day?
The unofficial holiday came about because of research conducted in 2019. Strava, a social network for athletes, found that 80% of people who make New Year’s Resolutions give up on them by the second week of January.
This prompted Strava to predict the second Friday of January to be the start of resolutions dropping off across the globe. As a result, Quitter’s Day was born. This year’s Quitter’s Day is Friday, January 10.
How to combat Quitter’s Day
Though research found that it’s common for people to abandon their resolutions early in the year, that doesn’t mean yours are doomed to fail! Experts say it all comes down to having the right mindset to stay motivated. Here are some tactics to avoid falling into the Quitter’s Day trap:
1. Start small
“Make sure resolutions are broken down into bite-sized, approachable, daily, or weekly actions,” Katy Milkman, author of How to Change: The Science of Getting From Where You Are to Where You Want to Be, told Fortune.com. For example, if you’re looking to run a race this year, add a 15-minute jog to your routine a few times a week. Want to learn a new language? Start by introducing yourself to a new word each day.
2. Let go of timelines
“January doesn’t have a monopoly on growth,” suggests Dr. Rebecca Heiss, stress physiologist and author of the forthcoming book Springboard: Transform Stress to Work for You. “Shift away from artificial deadlines to a continuous growth mindset.” You can pick up a new healthy habit or make a lifestyle change at any time!
3. Reframe your goals
In a study of 1,066 people published in PLOS One, those with approach goals (which involve introducing something new into your life) were more likely to achieve them than those with avoidance goals (which involve quitting something). Approach-oriented goals help provide you with clear guidance on what to do.
So if you’re looking to cut down on sweets to lose weight, you’ll find more success by saying “I’ll eat two servings of fruit a day.” This can help you replace the sweets with a healthier option so you keep—and achieve—your goals!
4. Use stress as motivation
Stress can be one of the main culprits behind quitting a resolution, but it can actually work to your advantage. “Point that stress energy toward a step forward toward your goal,” Heiss suggests. “The idea here is progress and refinement.”
5. Stack your habits
“If you’re trying to drink more water, for example, put your water bottle next to your coffee machine and fill up that water bottle and start drinking it as your coffee is brewing,” Robin Arzón, vice president/head instructor at Peloton, told People. Incorporating new habits into your lifestyle will be much easier if they are combined with your current daily to-do’s.
Special deals and menus to power through Quitter’s Day
To help encourage people to stick with their 2025 goals, some businesses are offering deals or new menu options. Check out what’s available below:
Smoothie King
The smoothie chain is launching its Resolution Menu on Quitter’s Day (January 10) to help people “power through.” The company says its “curated menu offers smoothies best suited for the most popular health and fitness resolutions.”
The new smoothies joining the menu:
- Gladiator. This drink is packed with 45g of protein (and contains all nine amino acids). It’s perfect for enjoying after a workout focused on muscle toning.
- Metabolism Boost. This smoothie option includes naturally derived caffeine to help with weight management.
- Vegan Mango Kale. As this option is entirely plant-based, it’s perfect for those looking to get more fruits and vegetables into their diet.
- Power Meal. It’s packed with 7g of fiber, 20g of protein and 23 vitamins and minerals while still coming in under 350 calories.
- Pure Recharge. This energizing drink also contains naturally derived caffeine from coffee bean extract to improve alertness.
Chipotle
Since 2023, the Mexican fast casual chain restaurant has participated in its own variation of the holiday with “No Quitters Day.” To celebrate, Chipotle wants to reward guests for sustaining healthy habits.
From January 2 – 9, guests can text CHIPOTLE3G to 888-222 to join the “Goals, Gym, Guac” text message community. Then throughout the month, Chipotle will send motivational texts and affirmations.
On Friday, January 10, those same members will be texted with instructions on how to get one of the chain’s 50,000 free Lifestyle Bowls to enjoy!
Scooter’s Coffee
This drive-through coffee chain is hoping to reward those sticking to their resolutions with a freebie. On January 10, customers can receive a cinnamon roll for half price with the purchase of any drink. If you’re looking for a bit of a healthy kick, ask for the company’s new Protein Cold Foam to go on your coffee!
Kroger’s Simple Truth
Kroger supermarkets have launched six “Resolution Rescue” bundles under their Simple Truth brand to celebrate the start of the new year. Each of these features a collection of products that are free of artificial colors, flavors, and preservatives. The options to choose from:
- Mocktails Bundle
- Meatless Meal Bundle
- Protein-Packed Breakfast Bundle
- Savory Snacks Bundle
- Get Your Veggies Bundle
- Sweet Treats Bundle
Starting January 10, Kroger customers can get free delivery on their groceries (orders of $75 or more) when they purchase at least $15 in Simple Truth products. This offer is available through January 21.
