It is officially Autumn 2024, and that means it’s time for therapists to pay extra attention to their intake numbers. Did you know that Fall & Winter are the biggest prime time seasons for mental health therapists to market their services? 🧠

• A study in 2013 (Ayers et al) found that there is a 14% increase in Google searches for all major mental health illnesses during Winter. But, waiting until Winter to start optimizing your advertising efforts could be too late of a wait. Not just because it takes time to ramp up a marketing strategy, but more recent studies show that both Autumn & Winter are the best time to capitalize on attracting new clients.
• A study in 2020 (Tirel et al) found that most first-time contacts are initiated during Autumn & Winter months, accounting for 59% of initial contact with a mental health professional! This same study also found that people are more likely to search for mental health services in the afternoon and evenings during weekdays, and in the mornings on weekends.

Why do mental health services increase in Autumn & Winter?

There are multiple reasons why people may seek out or be more receptive to mental health advertisements during Fall & Winter. 

1. Seasonal Depression 😔

Firstly, as temperatures drop in these seasons many people begin to experience a very real and recognized mental health condition called seasonal depression. 

Seasonal depression, also known as Seasonal Affective Disorder (SAD), is a type of depression that occurs at certain times of the year (most commonly in the fall and winter months) when there is less natural sunlight. It is believed to be related to the reduction in daylight hours, which can affect the body’s internal clock (circadian rhythm) and lead to changes in mood and behavior.

Many patients report finding it harder to access mental healthcare during the Winter due to symptoms of seasonal depression and heightened difficulties to travel. Online therapy can help mitigate these challenges.

Symptoms of Seasonal Depression:

• Persistent sadness or low mood: Feeling depressed most of the day, nearly every day.
• Loss of interest: Diminished interest or pleasure in activities that were once enjoyable.
• Low energy and fatigue: Feeling tired or lacking energy, even after sufficient rest.
• Sleep problems: Difficulty sleeping (insomnia) or sleeping too much (hypersomnia).
• Changes in appetite or weight: Increased craving for carbohydrates, leading to weight gain.
• Difficulty concentrating: Trouble focusing or making decisions.
• Feelings of hopelessness or worthlessness: Negative thoughts or feelings about oneself or the future.
• Social withdrawal: Avoiding social interactions or isolating oneself.

Causes and Risk Factors:

• Reduced sunlight exposure: Shorter days and longer nights can disrupt the body’s circadian rhythm and decrease the production of serotonin, a neurotransmitter that influences mood.
• Melatonin levels: The change in season can affect the balance of melatonin, a hormone that regulates sleep patterns and mood.
• Geographical location: People living farther from the equator, where daylight hours are more variable, are more likely to experience SAD.

2. Increase In Family Events 👨‍👩‍👧‍👧

Autumn & Winter host the most U.S. holidays common for family gatherings. As family members come together for extended periods of time and leave their normal routines, families that have unhealthy or chaotic dynamics can become exacerbated during this season. Have you ever had an argument at the Thanksgiving table?🦃 Maybe you’ve had a disagreement with your spouse about what an appropriate Halloween costume is for your child🎃. Perhaps you’re not on the same page about how to spend the holiday season, between staying comfy at home or going on an expensive holiday vacation. Christmas gift plans can also bring up financial stress. 🎁

Exacerbation of Family Dynamics:

• Unhealthy Relationships: If a family has pre-existing unhealthy or chaotic dynamics, the stress of the holidays can exacerbate these issues, leading to arguments or conflicts.
• Pressure to Conform: The pressure to conform to family traditions or expectations can create stress, particularly if there are disagreements about how to celebrate or which traditions to follow.
• Sensitive Topics: Family gatherings can bring up sensitive topics, such as parenting styles, financial decisions, or past grievances, leading to disagreements or hurt feelings.
• Unresolved Conflicts: When family members live apart, old arguments that never fully had full closure can stay swept under the rug. But as family members come together it can reopen old wounds.

Examples of Common Conflicts:

• Holiday Disagreements: Arguments may arise over differing opinions on how to spend the holidays, such as whether to stay home or travel, which can also bring up discussions about finances.
• Parenting Disputes: Disagreements about children’s holiday activities, such as what costumes are appropriate for Halloween or how much to spend on gifts, can cause tension between parents.
• Tradition Clashes: Conflicts may occur when blending traditions from different sides of the family, leading to feelings of exclusion or resentment.

Impact on Mental Health:

• Increased Stress: The emotional toll of navigating family dynamics during the holidays can lead to increased stress and anxiety.
• Feelings of Isolation: For some, these gatherings can highlight feelings of isolation or loneliness, especially if relationships are strained.
• Trigger for SAD: The combination of stress from family dynamics and reduced sunlight during this time of year can contribute to the onset or worsening of Seasonal Affective Disorder (SAD).

3. “New Year, New Me!” 🎉

Starting mental health therapy is like getting a gym membership, but for the mind. Just like how physical workout gyms consistently see spikes in membership with the start of every new year due to people setting New Years Resolutions on mass to better themselves, so too do mental health practices benefit in the same way. Many people use the new year as a symbolic and meaningful opportunity to better themselves, their marriage, their families, and more. Our tip is, if you want to take advantage of the influx of people in the market for mental health therapy in the new year, don’t wait til January or the end of December to get started. With Autumn marking the start of increase in searches for mental health services, use the entire start of the cold weather season as your symbolic and meaningful opportunity to get started with optimizing your marketing practices. Take the time to update the look of your website, start putting together flyers, social media posts, and strategies to reach out to your community. If you’re not sure where to start, reach out to us. We’d be happy to help you strategize for free in our initial consultation meeting which you can schedule on our contact page. 

Be There For Your Community This Sweater Weather Season 🍂

This season, which is meant to be joyful, can become a source of significant stress for those dealing with seasonal depression or difficult family situations. This is where mental health practices can step in when they’re needed most. As a specialized psychological services marketing agency, PsychVertising is here to support practices to meet the increased demands in their community. If you want to increase your client base this Fall & Winter seasons we’ll gladly speak with you in a free consultation to discuss how exactly we can help. 

And if you’re reading this article in Spring or Summer, reach out for advertising help that can combat the Spring & Summer slumps that so many practices experience every year as people are busy playing in the sun on vacation. ☀️

In a previous blog, we ranked the top 5 marketing strategies for small businesses. Check it out for insight into what marketing avenues you should be pursuing to grow your business.