Everyone Else Is Slowing Down. That’s Exactly Why You Should Be Prospecting This December
The Christmas decorations are up. Calendars are filling with end-of-year socials. Slack messages start to include phrases like “back in January”.
And inevitably, the same question comes up in sales teams across the UK:
“Should we just ease off prospecting until the New Year?”
Our Founder & CEO, Owen Richards , has been answering that question for over a decade. His response hasn’t changed.
Carry on as normal.
Not because he’s allergic to Christmas cheer – but because the data, the behaviour, and the commercial reality all point in the same direction. December isn’t a dead month. It’s a misunderstood one.
Why December prospecting still works in 2025
At Air Marketing, outbound is our day job. We make hundreds of thousands of calls every year across multiple sectors, seniority levels, and markets. That volume gives us a clear view of what actually happens in December – not what people assume happens.
As the year winds down, decision-makers are more open to conversation, call quality improves, and meaningful discussions happen faster.
Inbox pressure drops. Meeting overload eases. People finally have breathing room to think rather than react.
Even in the final two weeks before Christmas, engagement rates remain strong. Appointments may land for January, but the groundwork happens in December.
And when teams switch prospecting off entirely? January becomes a cold start instead of a warm continuation.
Three reasons December still delivers results
Conversations are better, not worse
December isn’t quieter because people stop working. It’s quieter because the noise reduces. Decision-makers are clearing desks, reflecting on the year, and are often more relaxed and open. That leads to longer, higher-quality conversations with less defensiveness and more honesty.
Budgets and priorities are already in motion
By December, leadership teams are shaping the year ahead. Budgets are being finalised, suppliers reviewed, and performance gaps acknowledged. December is ideal for positioning your proposition and securing January conversations with real intent.
Switching off costs more than people realise
Write off December and you lose around 8% of the selling year. Add summer, Easter, and other “bad timing” periods and suddenly a quarter of the year disappears. Top-performing sales teams prioritise consistency, not perfect conditions.
A realistic December caveat
December isn’t the time to launch brand new sales initiatives from scratch. If a campaign is already running, keep momentum going and build pipeline for January. If something requires heavy onboarding or major change, wait until the New Year when teams are refreshed.
December feels like the wrong time to prospect. That’s exactly why it works.
While competitors slow down, the teams that keep going quietly build advantage – and reap the rewards in the new year.
If you want January to start with momentum rather than zero, our sales specialists can help build pipeline that lasts beyond the Christmas break.
Get in touch with Air Marketing to see how we can support your growth into 2026.
