Why Do So Many Companies Stop Their Sales Activity in December & January, Writing Off 18% of the Sales Year?
Every year around December, I see the same thing happen. Sales teams begin to wind down their sales activity. They cut back and stop prospecting and sales pipelines go quiet. The collective mindset seems to move away from hitting budget to “nobody’s around, we’ll let everyone go on holiday and pick it up again in February.” Yes February!
But over the past 20 years, I’ve learned to challenge this thinking. I’ve noticed companies who stay active and keep talking to their prospects and customers during this period get a big lead on their competitors. Their sales pipelines don’t stall and they have strong sales year-round. I’m going to guess that they also go on to hit and exceed their sales budgets each year too!
At Forrest Contact, we’ve seen this pattern repeat across multiple clients and multiple industries every single year that we’ve been in operation. While things might slow over December and January, they definitely don’t stop! In fact, this period is the time that we often get the best results for our clients. There are fewer people around for sure, but decision makers are more likely to engage with our team at this time of year, and more likely to book an appointment to meet with our clients’ sales teams.
That’s not a coincidence.
And it happens every year.
I get it: December and January are a funny time in business. Some leaders treat it as a finish line, a chance to close the books and take a breath. Others, however, see it as an opportunity to maximise their sales opportunities and maintain sales momentum.
What’s interesting is that both groups work with the same conditions: school holidays, fewer people in the office and a market that seems quieter. But the outcomes are completely different.
Those who keep their sales activity running uncover new opportunities that their competitors miss – because their competitors are taking time off from sales.
We find our conversations are easier too. Decision-makers are more reflective, more available and more willing to talk about what’s coming next, problems they face that our clients can solve for them.
It’s not about chasing deals. It’s about making connections while everyone else goes silent.
Why Conversations Work Better During the Holidays
When I look back at our campaign data, a clear pattern emerges: our conversion rates in December and January are at least as good as, and often higher than, the yearly average, not lower as most people would imagine.
We’ve run thousands of hours of calls across multiple industries and every time, the story is similar – prospects are easier to reach, more engaged and more open to conversation at this time of year.
There’s something about the quieter pace of that period that helps genuine conversations cut through. You’re not competing with 100 other voices. You’re just having a chat about how your product or service can help them with issues they face.
Some of our strongest-performing campaigns have taken place during this time too – periods when most businesses tend to slow down. In fact, results from the past three financial years tell a consistent story: average conversion rates rose by 122% in FY 2022–23, 136% in FY 2023–24 and 131% in FY 2024–25 during the December–January window. The industries that had the greatest improvement in performance during this period include Accountancy, Medical Software, Medical Products, Industrial Products, Insurance and Legal Services. These outcomes reinforce one clear truth: when you stay active while others pause, you create more opportunities to sell.
The Missed 18% of the Year
I often ask clients: “Can you really afford to stop selling for 6–8 weeks every year?”. Because that’s around 12–18% of your available selling time.
Sometimes the answer I get is that their sales team are on leave at that time. (Really? All of them?)
What would happen if your sales team were not all on holiday at the same time and you kept your sales activity high?
It’s not about working through Christmas Day or the public holidays, nor about pushing your team harder. It’s about using as much of the working year as possible to keep sales activity high. That means staying visible and active in the market when your customers are still thinking, planning and making decisions. And that time means in the run up to Christmas and from the very beginning of January (not waiting till February)
What the Data Has Taught Me
Over the years, our performance data has reinforced a few things I’ve always believed about customer conversations:
- When others pause, opportunities increase.
The quieter the market, the more visible and memorable your sales outreach - Conversion rates improve when pressure drops.
Customers are more receptive when the conversation feels like a discussion, not a chase. - Momentum compounds.
Well-timed conversations in December & January set you up for stronger results for February and March and the rest of the year.
Consistent efforts build continuity and prevent the post-holiday scramble that so many businesses face. I’m not suggesting anyone skip the holidays or push for unsustainable activity. Everyone needs rest, especially after a long year. But there’s real value in keeping the sales heartbeat going. Maybe it’s a smaller team working and making prospecting calls each day. Maybe it’s a simple “thank you” message or a New Year’s conversation about what’s next.
Consistency doesn’t have to mean intensity, it just means you don’t disappear.
My Takeaway After 20 Years
After nearly two decades helping businesses grow through conversation-led sales outreach, one thing stands out: the companies that talk to their prospects the most, grow the most.
That doesn’t stop because it’s mid-December or early January.
Staying in touch, even when others aren’t, keeps relationships strong and pipelines healthy. It’s not about being pushy, it’s about being present.
So, as you head into the holiday season, ask yourself:
- Can we really afford to pause our sales activity?
- What if this December & January, we didn’t slow down or shut down sales completely?
- What if we simply kept the sales conversations going, especially those that fill the top of funnel?
Because every time we’ve done that, for ourselves or our clients, we’ve seen growth follow.
Learn how Forrest Contact keeps pipelines moving year-round.
Author – Richard Forrest