Why We Quit New Year’s Resolutions and How It Costs Us

Charles Ingel - Friday, 10 January 2025 - Features

Every January, millions of Britons embrace the New Year with lofty resolutions: get healthier, exercise more, save money. Yet, by mid-January, motivation falters for many—a trend so common it’s earned a name: Quitters Day. Typically falling on the second Friday of January, it’s the unofficial milestone when resolutions begin to crumble.

What starts as a slip in commitment can spiral into significant financial losses. From abandoned gym memberships to unused subscriptions, the costs of quitting quickly pile up. In fact, Britons could lose over £2,000 a year if they fail to stick to their resolutions. But why do so many resolutions fail, and how can you avoid the pitfalls? Let’s uncover the true cost of giving up and explore strategies to make your goals stick.

Popular Resolutions and Their Costs

New Year’s resolutions are a longstanding tradition, with 27% of Britons planning to make one in 2025. The three most common resolutions this year are:

Save more or spend less - 21%
Get fit or exercise more - 17%
Lose weight - 16%

Health-related goals dominate, accounting for around a third of all resolutions. About a fifth of us want to save more or spend less. The same amount want to aim to improve their finances, like paying off debt or managing money better. Around 15% of people make resolutions centered around their personal development or self-improvement, such as gaining new skills.

The financial stakes are high, making the cost of quitting even more significant.

The Financial Ramifications of Quitting

When resolutions fall apart after a few weeks or months, the financial toll can be steep. Here’s how it adds up:

Gym Memberships

Gym memberships are among the most frequently abandoned commitments. The average monthly fees are £47.24, often paired with joining fees between £15–£50.

If you sign up for a 12-month contract but stop going after two months:

Monthly Fee: £47.24
Unused Period (10 months): £472.40 wasted
Joining Fee: £30 (average)

That’s a total of £502.40 lost - enough to cover a short holiday or six months of home workout programs.

Additionally, according to a survey conducted, an estimated £503 million will be wasted by Brits in 2025 on unused gym memberships.

Meal Delivery Services

These plans can become a major sunk cost. Options like HelloFresh or Mindful Chef range from £30 to £60 per week.

If you sign up for a £40-per-week plan but quit after two months:

Weekly Fee: £40
Unused Period (40 weeks): £1,600 wasted

The result? A substantial expense with little to show for it.

Financial Tools

For those with financial goals, budgeting apps often go unused. Tools such as Emma, Money Dashboard, or Snoop can cost up to £10 per month for premium versions:

Subscription Cost: £5/month for premium apps
Unused Period (10 months): £50 wasted

Instead of helping you save, these tools can become another unnecessary expense.

Why People Quit

According to research by Dr Michelle Rozen in Forbes Magazine, 94% lose commitment to resolutions within two months. It is more important to avoid common mistakes that make quitting easier rather than the goals themselves. Here are some of the mistakes that people make, according to Terry Bly, a licensed clinical psychologist.

Unrealistic Expectations: Setting overly ambitious goals, like losing a large amount of weight quickly or committing to daily workouts, often leads to burnout. When progress isn’t immediate, it’s easy to give up.
Lack of Specificity: Vague goals like “get healthier” or “save money” don’t provide a clear plan. Specific targets, like “exercise three times a week” or “save £100 per month,” are easier to follow and measure.
Absence of a Plan: Without a clear strategy, even good intentions fail. Breaking goals into small, manageable steps and scheduling time for them makes success more achievable.
Lack of Accountability: It’s easier to quit when no one knows your resolution. Sharing goals with others or using apps to track progress helps build accountability and maintain commitment.
Neglecting Underlying Behaviors: Focusing on results—like losing weight or saving money—without addressing habits like emotional eating or impulsive spending prevents lasting change.
All-or-Nothing Mindset: Setbacks, like skipping a workout or overspending once, don’t mean failure. Viewing mistakes as part of the process helps you stay flexible and keep going.

Hidden Costs of Abandoning Resolutions

The total financial loss could amount to £2,152.40 annually. However, the impact of abandoning resolutions extends beyond the monetary cost, with several less obvious consequences to consider:

Missed Health Benefits: Abandoning fitness or healthy eating goals can lead to higher healthcare costs down the line.
Emotional Impact: Failure to follow through can hurt self-esteem and discourage future goal-setting.
Wasted Purchases: Items like fitness equipment or meal prep tools often sit unused. For example, a treadmill costing £500–£1,000 may gather dust after just a few uses, becoming a major sunk cost.

How to Stick to Your Goals

Breaking the cycle of failed resolutions is possible with these strategies:

Start Small: Set manageable goals like exercising once a week or saving £50 a month.
Celebrate Milestones: Recognize and reward small achievements to stay motivated.
Invest Wisely: Opt for pay-as-you-go services to avoid large financial commitments upfront.
Find a Support System: Share your goals with friends or join accountability groups to stay on track.
Be Flexible: One misstep doesn’t mean failure. Adjust your plan and keep moving forward.

Methodology

While Quitters Day—the second Friday in January—is widely recognized as the peak day for abandoning New Year’s resolutions, March consistently sees the highest overall quit rates. As a result, March was chosen as the reference point for calculating the financial losses associated with quitting, rather than focusing on January 10th.

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