Refreshers Week: The Underrated Opportunity You Can’t Afford to Miss

Every September, brands battle it out during Freshers Week. The lecture halls are packed, societies are signing up new members, and student unions are buzzing with brands handing out samples, vouchers and freebies. It’s the big kick-off to the student year, and for good reason – it’s a prime moment to make an impression.

But here’s what most marketers miss: Refreshers Week in January is just as powerful (if not more so) at winning student attention.

Think of it as the sequel to Freshers, but with one key difference: students are no longer wide-eyed newbies. They know the campus, they’ve settled into routines, and they’re looking for new things to shake up their term.

So, why aren’t more brands showing up here?

What is Refreshers Week?

Refreshers typically take place in late January and early February, just as students return after the Christmas break.

Unlike Freshers in September, it’s not about introducing students to university life for the first time. Instead, it’s about giving them a reset button: new societies to join, new routines to try, and new brands to connect with.

And this isn’t just for first-years. Second- and third-years are just as involved , many of whom skipped Freshers entirely when they were new or didn’t engage with brands back in September.

In other words, Refreshers is your second chance to make a first impression.

Why Brands Shouldn’t Sleep on Refreshers

Here’s why Refreshers is one of the most underrated dates in the student marketing calendar:

New year, fresh perspective
January is naturally a time for reinvention. Students are open to trying new products, signing up for societies, or making healthier (or more indulgent) choices. If your brand can align with those “new year, new me” vibes, you’re in.

Student loan drops
The second student loan payment lands in January… conveniently just before Refreshers. That means students have disposable income again after the Christmas break. Pair this with on-campus activations; you’re engaging them right when their wallets are full.

Less brand noise
September is crowded. Everyone’s trying to get in front of students at the same time. By contrast, far fewer brands lean into Refreshers, giving you space to stand out without fighting for attention.

Retention and reach
Some students miss out on Freshers, especially commuters, international students, or those overwhelmed in their first few weeks. Refreshers is the moment to capture those audiences while re-engaging those who may have seen your brand before but didn’t act.

Long-term payoff
Activating in January gives you five solid months of the academic year to nurture brand loyalty, encourage repeat purchase, and keep momentum going until summer.

How to Activate During Refreshers

The best Refreshers campaigns balance visibility, experience, and value. Here are some tried-and-tested approaches:

1. Sampling with impact

Freebies are a staple of student marketing – but the key is relevance. Think energy drinks for long study nights, skincare for winter months, or snacks to fuel late-night library sessions. Sampling on-campus during Refreshers works because students are actively looking for new go-tos.

2. Society sponsorships

Student societies are at the heart of university life, and Refreshers is when many students join new ones. From sports clubs to cultural societies, sponsoring or supporting them is a way to build authentic, long-term connections with tight-knit groups.

3. Digital-first engagement

Students are digital natives. TikTok challenges, Instagram takeovers, and geo-targeted ads can complement physical campaigns on campus. The strongest campaigns combine on-the-ground experiences with online follow-up.

4. Student union partnerships

Refreshers fairs and SU events are a direct route to students. They’re highly visible, trusted, and often attended by students across all year groups. Having a presence there positions your brand as part of student life, not just an outsider.

Timing is Everything: Line Up with Loan Drops

Here’s where things get strategic. The January loan payment usually arrives around the second week of the month (with exact dates varying). Students head back after Christmas often strapped for cash, but suddenly, their accounts are topped up just in time for Refresher fairs.

That means the sweet spot for brands is to activate between mid-January and early February. Do it right, and you’re showing up just as students are ready to spend and experiment with new products and services.

Refreshers in Action

At GottaBe!, we’ve seen how Refreshers activations can create long-lasting impact. Brands that engage in January often see higher conversion rates compared to September – partly due to the reduced noise, and partly because students are more settled and open-minded.

Combine smart timing with strong execution, and you can turn a one-off activation into a lasting relationship with thousands of students.

Want to see how it’s done? Check out our webinar recording with PION Global, where we explore how to connect with students both on campus and online:

Plan Beyond Refreshers

Refreshers is huge, but it’s just one of over 150 key touchpoints you can tap into across the academic year. From Valentine’s Day campaigns to exam season, the opportunities to engage students are endless… if you know when and how to show up.

That’s why we created the Student Marketing Calendar 2025/2026. It’s packed with key dates, seasonal moments, and insights to help you plan campaigns that truly resonate with students.

Download it today and get:

• Over 150 opportunities to connect with students year-round
• Insights into when and where students are most engaged
• A strategic planning tool for building campaigns that cut through the noise

Get your free Student Marketing Calendar 2025/2026