Rather than embracing dry January as a popular event which many Britons like to get involved in each year, for the sake of their body and their bank balance, it seems the most popular breakthrough search term is in fact looking for excuses not to partake.
The top breakout terms (most popular up and coming search terms) in relation to Dry January between January 1st and 7th 2019 were found to be:
- Reasons I’m not doing dry January
- Reasons not to do dry January
- Hurrah for gin dry January
- Hurrah for gin
- Father Ted dry January
Searches surrounding ‘Father Ted dry January’ bring up memes and videos surrounding, again, not partaking in dry January; whilst Hurrah for Gin is a book aimed at parents.
What’s more, within the past 7 days there’s been a 200% rise in the number of online searches for ‘Ginuary’.
Anders Nilsson, spokesperson for money-saving website www.myvouchercodes.co.uk, commented: “Dry January was popular when it first came around; people were sponsored by their friends and family to go the whole month without alcohol. It was especially good for those looking to tighten their purse strings after a month of festive indulgence.
“However, it seems to have become that popular, people are turning the other way, and looking for reasons to duck out of this annual pledge.
“There are some benefits though. With the festive season being such a busy time, going without alcohol for January will not only be a welcome relief for your bank balance, but it’s a good health kick to start the year off.”