The first month of the year tends to be less intense for those selling physical products, but the scenario is reversed in the digital market. While traditional retail seeks to attract consumers with sales and stock sales at the end of the year, platforms like Hotmart see the volume of transactions rise 24% in January, compared to the average of other months.
Hotmart focuses on the sale and distribution of digital products. Within the tool, you can find online courses, mentoring, communities and e-books. This environment is linked to sales success in January, a time when people are more likely to put their New Year’s resolutions on paper to learn new skills, cultivate new habits, take care of their health or improve professionally.
“Hotmart data shows that January is, historically, the second strongest month in digital product sales, behind only November, which is driven by Black Friday [quando há descontos significativos]. In the last three years, January recorded a volume of transactions 24% higher than the average observed in other months of the year”, says Alexandre Abramo, director of Market Development at Hotmart.
According to the director, the platform has already exceeded US$10 billion in sales since its founding in 2011. Today, the company has 1,600 employees in six countries, and the number of active digital entrepreneurs has grown from 114 in 2011 to 250,000 in 2025.
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Optimism as a sales driver
The good sales result in January reflects the optimism at this time of year. But, for Abramo, that alone would not be enough. “This desire must find accessible, relevant and reliable products that speak directly to the consumer’s needs,” he says.
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According to him, the diversity of the ecosystem and digital products delivers specific solutions or more complete development journeys, which reduces the distance between intention and action.
Education and health lead
Since 2023, products related to Teaching and Academic Study and Health & Sports lead transactions on Hotmart in January, according to Abramo. This corresponds to around 19% and 14% of sales, with average growth of 33% and 36% this month, respectively.
In the world of Education, language courses and preparation for competitions stand out. In Health, demand is high for digital nutrition and diet products, which involve eating plans, weight loss programs and functional recipes. Physical exercise programs, such as home training, pilates, yoga and HIIT — a training method that alternates high-intensity exercises with short periods of rest — are also among the most sought after.
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190% increase in languages
If the beginning of the year serves to get goals off the ground, Brazilians seem interested in deepening their knowledge of new languages. Language teaching products stand out with the highest average proportional growth, with an increase of 190% in January in relation to the annual average of the last three years.
“This shows that many people take advantage of the beginning of the year to finally learn a new language virtually, taking advantage of the flexibility of online studies”, says Abramo.
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January X November: differences in transaction peaks
While transactions in January are driven by personal motivation and New Year’s resolutions, on Black Friday the driving force is the promotions and commercial conditions offered by entrepreneurs.
An example cited by Abramo regarding Black Friday is the combination of an online course with complementary materials — such as books, planners or physical kits — as well as digital bonuses, such as group mentoring or access to exclusive communities, all brought together in a single package with a reduced price for a limited time.
“Thus, the two periods complement each other: November is marked by seasonal offers, while January is driven by the desire for change and growth in the new year”, says Abramo.
