January Refreshers: Why Campus Advertising Works When Students Return

January marks one of the most important and overlooked moments in the student calendar. As students return to university after the Christmas break, campuses come back to life.

This period, known as Refreshers, offers brands a powerful opportunity to reconnect with students when routines reset and spending decisions restart.

For advertisers, January Refreshers combines high footfall, long dwell time, and renewed attention. With RockBox digital advertising screens embedded inside Students’ Unions and key campus spaces, brands can reach students at exactly the right moment.

What Is January Refreshers?

Refreshers is the start of the new academic term after Christmas. Students return from the holidays, move back into halls, reconnect with friends, and re-engage with campus life. Unlike Freshers, Refreshers is more focused, more routine-driven, and often more commercially valuable.

Students are not overwhelmed by introductions or admin. They are settled, social, and actively spending on essentials, treats, tech, subscriptions, food, fashion, and experiences.

Why January Is a High Impact Advertising Moment

UK university campuses see a sharp increase in footfall during January as lectures resume and Students’ Unions return to full activity.

Research shows there are 2.8 million UK university students with a combined £23 billion annual spending power.

Students now spend an average of £1,078 per month, with January being a key reset point for budgeting, new purchases, and brand switching. This makes Refreshers a prime moment for discovery and consideration.

On campus advertising plays a major role in this process. 63 percent of students say on campus advertising influences brand discovery, and 71 percent recall digital advertising seen in Students’ Unions.

The Power of On Campus Digital Screens

RockBox digital screens sit inside Students’ Unions, bars, social spaces, and study areas. These are environments where students spend time, not just pass through.

The average dwell time in Students’ Union venues ranges from 45 to 120 minutes per visit, delivering repeated exposure and strong message recall. Unlike mobile or social advertising, screens are unskippable, brand safe, and contextually relevant.

This creates an ideal environment for January campaigns focused on awareness, offers, launches, and re-engagement.

Why Brands Win During Refreshers

January is about new routines. Students are open to new habits, new products, and better value. Categories that perform especially well during Refreshers include:

• Food and drink

• Technology and accessories

• Fashion and essentials

• Health, fitness, and wellbeing

• Entertainment and subscriptions

• Travel and experiences

With RockBox campus advertising, brands can reach students daily during lectures, socials, and downtime, ensuring frequency and familiarity throughout the term.

Reach Students Where Campus Life Happens

RockBox operates across 170 plus UK locations and 600 plus sites, delivering scale alongside precision. Campaigns can be booked nationally or targeted by region, city, or individual universities.

January Refreshers offers a rare combination of attention, presence, and intent. Students are back, engaged, and ready to spend. On campus digital advertising ensures your brand is part of that return.

Book January Refreshers with RockBox

Refreshers inventory fills quickly due to high demand from brands looking to capitalise on the new term. If you want to reach students when they are most receptive, January on campus is the moment.

To check availability or plan a Refreshers campaign, contact the RockBox team today.

contact@rockboxadvertising.com