Blue Monday Myth Persists Despite Scientific Doubts

Monday, January 19, 2026, has arrived, and with it, the familiar drumbeat of headlines and advertisements declaring it "Blue Monday"—the so-called saddest day of the year. But is there any real substance behind this annual ritual, or is it simply a clever marketing ploy that’s taken on a life of its own? As it turns out, the story of Blue Monday is a fascinating blend of pseudoscience, commercial interests, and genuine psychological insight, with implications that reach far beyond a single day in January.

The origins of Blue Monday are surprisingly recent and, as many experts have pointed out, not particularly scientific. According to BBC and The Conversation, the term was coined in 2005 by psychologist Cliff Arnall, who was commissioned by the United Kingdom’s travel company Sky Travel to help promote winter getaways. Arnall devised a formula that purportedly pinpointed the third Monday in January as the low point of the year, factoring in weather data, post-holiday debt, time since Christmas, waning motivation, and the inevitable abandonment of New Year’s resolutions. The solution, conveniently, was to book a holiday and escape the gloom.

However, as The Conversation highlights, the scientific community quickly dismissed Arnall’s formula as pseudoscience. There is no credible evidence that any one day in January—or any day at all—is universally the saddest. "Sadness is a complex human response, not a programmed event," the article notes, emphasizing that emotional states can’t be scheduled on a calendar. Despite this, the Blue Monday concept has proven remarkably resilient, popping up each year in media coverage and advertising campaigns.

Why does this myth persist? Part of the answer lies in the commercial interests that benefit from the idea. As The Conversation explains, brands have turned sadness into a profitable resource, presenting products or experiences as the antidote to the unhappiness they themselves help perpetuate. The so-called “misery is not miserly” effect describes how low moods can drive increased spending, and marketers are all too happy to nudge consumers toward a little retail therapy. This marketing strategy doesn’t just influence adults; it can also shape the emotional dynamics of households, creating expectations that are difficult to fulfill and sometimes causing tension between parents and children.

But the impact of Blue Monday messaging goes even further, especially when it comes to children. The Conversation warns that when young people are told that negative emotions can be solved by shopping or digital distractions, it undermines their ability to recognize, understand, and manage what they feel. This makes it vital for adults to factor in media discourse when supporting children’s emotional education. Far from being an obstacle, sadness plays a crucial role in development—helping children express needs, adjust goals after setbacks, and develop empathy and moral understanding. "Experiencing sadness is linked to an increased ability to put oneself in another’s shoes," the article notes, citing recent studies.

How adults respond to sadness is pivotal. Supportive, caring environments help children build resilience and confidence in managing difficult emotions. Schools and social networks also matter: children who feel supported experience sadness less intensely and are better equipped to cope. Cultural values further shape which expressions of sadness are accepted or suppressed, meaning that the experience and regulation of sadness can vary widely across societies. Ultimately, The Conversation argues, adults should recognize sadness as a natural part of life—not something to be banished with a shopping spree or confined to a single day of the year.

Of course, the winter months do present real challenges for many people. As reported by Euronews, late autumn and winter often bring a “blue season,” with many experiencing what’s commonly called the "winter blues." This short-term dip in mood and energy is largely attributed to cold, dark days, poor weather, and fewer opportunities for outdoor activity. Health systems often report higher numbers of people suffering from Seasonal Affective Disorder (SAD) during this period. SAD is a type of depression triggered by seasonal changes, with symptoms such as persistent low mood, difficulty concentrating, sleep problems, and a loss of interest in activities that usually bring joy. The exact cause of SAD remains unclear, but experts point to a lack of sunlight, which can disrupt the body’s natural chemicals—serotonin and melatonin—that regulate mood and energy.

So, what can people do to combat the very real effects of the winter blues? According to happiness expert Stephanie Davies, the answer isn’t willpower or drastic change, but rather small, intentional actions that support mental well-being. "Simple things like going outside for a walk or calling a friend can make a real difference," she advises, as quoted by Euronews. Movement is especially beneficial: recent studies show that exercise can be as effective as therapy or medication for easing symptoms of depression, including fatigue, sadness, and sleep problems. Even twenty minutes of movement can boost motivation and release feel-good hormones. Doing so outdoors is even better, as exposure to daylight helps regulate sleep patterns and energy levels.

Sunlight, though often scarce in winter, is another key factor. Getting outside during daylight hours helps adjust the body’s internal clock and boosts serotonin production, which can lift mood and energy. Experts recommend making living spaces as bright as possible and letting sunlight in through windows whenever possible. For those struggling with SAD, light therapy has proven to be an effective treatment.

Maintaining a regular sleep schedule is also crucial. Most adults need between seven and nine hours of sleep per night, but consistency matters as much as duration. Excessive napping or oversleeping can disrupt circadian rhythms and worsen feelings of lethargy. Social connection, too, is a powerful antidote to winter gloom. As Davies notes, whether it’s a face-to-face conversation, a phone call, or a quick message, staying connected helps reduce the isolation that can set in during the colder, darker months.

Ultimately, the myth of Blue Monday may be more about clever marketing than scientific reality. But the broader issues it highlights—seasonal mood changes, the role of sadness in our lives, and the ways commercial interests shape our emotional experiences—are very real. Recognizing sadness as a natural, even necessary, part of life, and supporting each other through the winter months, may be the best way to weather the so-called "blue season."