Quitters Day, observed on the second Friday of January, has become a cultural milestone that spotlights a common challenge: keeping New Year’s resolutions.

What Is Quitters Day? Quitters Day refers to the day when most people give up on their New Year’s resolutions, typically falling on the second Friday of January. Coined through analysis of data from fitness apps such as Strava, this day marks the point at which enthusiasm for ambitious goals starts to diminish and the realities of daily life set in. While the name may seem tongue-in-cheek, Quitters Day represents a genuine phenomenon rooted in human behaviour and motivation.

The concept of setting goals for the new year dates back roughly 4,000 years to the ancient Babylonians, who made promises to gods at the start of their calendar year (which began in spring, not January). With time, this tradition evolved and became a global practice, with January 1 serving as a symbolic reset for millions.

Quitters Day’s specific origin is data-driven: In 2019, Strava analysed 800 million activities logged by users and found that most give up on their resolutions by the second Friday of January. Recognising a sharp drop-off in goal-oriented activity, Strava dubbed this day “Quitters Day.” Since then, the day has been covered by major media and wellness advocates as an opportunity not to mock, but to encourage reflection, refocusing, and resilience.

Why do we quit? The psychology behind giving up
Most people start the year with ambitious resolutions: lose weight, get fit, save money, or eat healthier, but the drive and novelty quickly dwindle as daily routines and challenges resume. Studies show that up to 80% of New Year’s resolutions fail by February, and only about 6% of people persist through the year.

Common psychological barriers include:

• Overambition: Setting unrealistic or overly broad goals leads to discouragement when progress is slow or setbacks occur.
• Loss of motivation: The initial excitement wears off after a few weeks, making routines feel burdensome.
• Lack of social support: Isolation makes it harder to stick to challenging habits, while support systems strengthen accountability.
• Neglecting process: Focusing solely on outcomes rather than the daily habits that produce results can undermine motivation and adaptability.

Strategies to stay on track
Defeating Quitters Day and making resolutions last throughout the year is possible with intentional preparation, realistic goals, and proactive strategies. Below are proven tips and tricks:

• Be picky with resolutions: Choose one or two meaningful goals rather than a long list. This prevents overwhelm and sets the stage for success. Being specific with resolutions, such as “go to the gym thrice a week” rather than “get fit,” also helps clarify the path forward.
• Plan and prepare: Effective planning includes scheduling time for your goal, anticipating possible setbacks, and breaking down your resolution into smaller, actionable steps. For example, if quitting smoking is the target, research average timelines and expected withdrawal symptoms, and get support ready for tough moments.
• Focus on process, not just outcomes: Success comes from developing daily habits rather than chasing distant results. Emphasise routines and create a supportive environment that fosters your goals: keep healthy snacks handy if you’re seeking to eat better, lay out workout clothes in advance for exercise objectives, and use reminders to keep commitments top-of-mind.
• Create a supportive social network: Studies highlight that accountability and support strengthen the likelihood of sustaining habits. Join online communities, fitness groups, or simply share your goals with a friend or partner who can encourage and motivate you. Being part of a tribe lightens the emotional load and transforms challenges into collective endeavours.
• Track progress and celebrate wins: Monitor your efforts and celebrate even the smallest successes. Use journals, apps, or planners to record achievements, reflect on setbacks, and measure growth over time. Small milestones, like completing a workout or resisting a craving, reinforce positive behaviour and keep motivation high.
• Stay flexible and resilient: Anticipate setbacks and view them as learning opportunities, not failures. Life will disrupt routines and present temptations, but developing strategies for getting back on track is crucial. Recommit to your goal for a day, then a week; incremental recommitments compound into lasting habits.
• Make goals specific and measurable: Use the SMART framework, which stands for specific, clear, and concrete goals; measurable and trackable outcomes; achievable and realistic expectations; relevant and personally meaningful; and time-bound deadlines or schedules set. Instead of “exercise more,” try “run 2 miles on Monday, Wednesday, and Friday for 2 months,” a goal you can monitor and adjust.
• Keep a written commitment: Write goals down and revisit them regularly. People who articulate their objectives are significantly more likely to achieve them. Posting notes, using digital reminders, or sharing commitments on social media can raise accountability and reinforce intentions.
• Embrace positive self-talk: Replacing negative inner dialogues (“I’ll never stick with this”) with encouraging ones (“I’ve made it this far; I can continue”) helps maintain persistence. Visualise success, use affirmations, and focus on progress rather than perfection.
• Return after slipping up: Missed workouts or momentary lapses don’t equal failure. View setbacks as inevitable and temporary. Instead, recommit immediately, focusing on short intervals, day by day or week by week, until momentum returns.

Countless individuals have turned around their Quitters Day experiences by leveraging these strategies. For example, some have found that exercise adherence improves dramatically when joining group classes or training with a partner. Others report that food journaling, regular reflection, and celebrating tiny victories create positive reinforcement loops that sustain motivation long-term.

From quitting to thriving
Quitters Day puts a spotlight on a widespread challenge but also creates opportunities for growth, reflection, and renewed determination. Use Quitters Day as a checkpoint: reassess, adapt your approach, and recommit with fresh energy and smarter tactics.

Success with New Year’s resolutions is not about avoiding setbacks but developing resilience, adaptability, and self-compassion in how goals are pursued. Each stumble can be a step toward long-term change if met with persistence and strategic adjustments.

Actionable Tips
Success with New Year’s resolutions relies on building strong habits and choosing achievable objectives. Start by setting realistic goals, focusing on just one or two key changes rather than tackling an overwhelming list. This approach streamlines attention and energy, making progress more attainable. Planning is pivotal; break goals into smaller, actionable steps and anticipate obstacles, preparing solutions in advance to boost follow-through.

Instead of placing all focus on future outcomes, prioritise the everyday processes that lead to change. Daily routines and thoughtful adjustments become the true drivers of long-term success, while building a supportive network elevates commitment and accountability. Whether teaming up with a friend or joining a group, sharing your goals increases motivation and helps overcome challenges.

Tracking progress and celebrating wins along the way reinforce good habits and maintain inspiration. Even small milestones warrant recognition, fostering positive momentum. By embracing setbacks and remaining flexible, recommitting after slips, individuals cultivate resilience and the capacity for growth. To further enhance commitment, write down goals in visible places and revisit them regularly; this practice helps reinforce intentions and clarifies priorities.

Positive self-talk is another powerful tool. Encouraging affirmations and a constructive mindset shape persistence as obstacles arise. Ultimately, returning to your aim after setbacks and narrowing your focus to short-term intervals helps regain momentum, proving that sustainable improvement is founded on resilience, adaptability, and self-compassion.

If the second Friday in January finds motivation waning and old habits creeping back, remember: Quitters Day isn’t an endpoint, but an invitation to pause, regroup, and press forward. With realistic planning, focus on process, enduring support, and flexibility, every resolution can become a sustainable new reality.