Despite being debunked nearly 20 years ago, the concept of Blue Monday—the so-called “saddest day of the year”—continues to hold cultural significance. Initially created by a travel company in 2005 as part of a marketing campaign, the idea of Blue Monday was based on a formula that took into account factors like bad weather, post-holiday debt, and failed New Year’s resolutions. The date it identified was the third Monday in January.
Experts agree that Blue Monday’s continued resonance is a result of its appeal to a universal experience: the post-holiday slump. The cold, dark days of January combined with looming bills can contribute to a sense of sadness or fatigue. However, many caution against the commercial exploitation of this vulnerability.
Organizations like the Centre for Addiction and Mental Health (CAMH) and the University Health Network acknowledge that while there is no scientific basis for Blue Monday, they offer helpful resources to combat seasonal depression and low mood during this time of year. CAMH even publishes a survival guide each year, recognizing the emotional struggles of January but clarifying that there’s no evidence supporting the idea that this particular day is any worse than others.
Despite these efforts to promote awareness of mental health, some experts argue that engaging with the Blue Monday narrative may inadvertently lend it credibility. Colleen Derkatch, author of Why Wellness Sells: Natural Health in a Pharmaceutical Culture, suggests that perpetuating the myth only allows corporations to capitalize on the idea while appearing to be offering solutions.
“Blue Monday might seem scientific, but it’s ultimately just a marketing tactic,” she explained. “Even well-intentioned discussions about it risk reinforcing the myth.”
The original creator of the Blue Monday formula, Cliff Arnall, was a self-described “bohemian psychologist” hired by Sky Travel to generate interest in winter vacation packages. The date’s enduring influence is largely due to the marketing industry’s ability to tap into a shared, relatable feeling of post-holiday malaise.
While some health professionals, like Dr. Michael Mak of CAMH, point out that the conversation surrounding Blue Monday has led to greater awareness of seasonal depression, others worry that companies continue to exploit the emotional vulnerabilities associated with it. This year, for instance, a range of companies have introduced mood-boosting products, from supplements to gym memberships and travel packages to warm-weather destinations.
Clinical psychologist Jonathan Stea cautions against conflating consumer products with legitimate mental health support. “If you’re feeling low during the winter, it’s important to seek evidence-based care and reach out to trained professionals,” he said.
Though there is little risk in acknowledging the emotional challenges some face during January, experts urge the public to be cautious of the commercial forces behind Blue Monday. As Derkatch noted, while it’s tempting to buy into the promise of an instant solution, any intervention should be based on solid evidence—especially when it comes to supplements or other mood-enhancing products.
While Blue Monday remains a fixture in popular culture, its lasting impact lies in its ability to spotlight the broader conversation about mental health, even if its origin story was built on a sales pitch.
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