It’s a common question in living rooms and ballrooms on December 31st, met with groans or excitement, depending on the person: “Any New Year’s resolutions?”
About 30% of American adults will make – and hopefully keep – a New Year’s resolution heading into 2026. And while most focus on fitness or weight loss, financial goals are a close runner-up.
Regardless of resolutions made, kept, or spectacularly broken (looking at you, gym membership), the average American has financial wellness on the brain come January 1st. Fresh off a sizzling spending season, we’re all a bit hungover from the sticker shock.
For financial institutions, the new year is a great opportunity to promote savings products of all kinds. Here are just a few ideas to get your creative juices flowing before the ball drops.
Key Takeaways
Top Bank and Credit Union Marketing Ideas for Q1 of 2026
Before we dig in, it’s worth noting that most of us are saving in some way, shape, or form already. That said, even those of us with money squirreled away could put those funds to a more lucrative use.
Core banking data is your best friend for identifying cross-sell opportunities and existing relationships that could be expanded. If you’re not leveraging data already, check out our simple guide.
Campaign Idea: Manage Holiday Debt with Credit Balance Transfers
Most of us balk at the word “investing” in the early days of a new year. Before we divert funds for the future, we have to deal with the APR elephant in the room.
While it’s not saving per se, spending less on interest in the long run is a meaningful step toward financial wellness. And helping account holders cope with debt can only encourage them to invest at your institution later.
Send a Timely Credit Card Balance Transfer Email with a Calculator
For this trick, it helps to have access to third-party data illustrating your current account holders with debt elsewhere. Absent that information, you could cobble together a target audience by scanning core data for:
Now that you have a segmented audience, it’s time to cook up your email campaign. For messaging, start with the benefit of a balance transfer before pivoting to your competitive interest rate. It also helps to frame the balance transfer as a “simplification” of debt.
Finally, if you have access to a balance transfer calculator, that can do a lot of the talking for you.
Campaign Idea: Highlight High Yield Savings Accounts
As the new year develops, we start to feel a little better about our financial picture – emphasis here on “a little.” The average account holder may warm up to the idea of putting money aside but not if it means locking that money down. In other words, we’re optimistic more than confident.
Thankfully, there’s an option to match this mentality – a high-yield savings account. Between the modest returns of traditional savings and the rigid terms of a certificate of deposit, high-yield accounts balance risk and reward for a much-needed confidence boost.
Focus on Education with Print Marketing and In-Person Meetups
Find your audience. Start with account holders who have higher balances in traditional savings accounts but no high-yield or CDs to their names. These are the savers who might be ready for something smarter but still simple.
Make the first move. Send an event invitation that includes a brief explainer on interest rate advantages and the power of compounding – just enough to pique curiosity, not overwhelm.
Bring it home in person. Host one or several in-person meetups where your staff can walk community members through the benefits of high-yield accounts, especially their liquidity and flexibility.
Despite their obvious benefits, high-yield savings accounts are widely overlooked. A recent survey found that only 1 in 5 Americans use them. But why? A lack of understanding could be to blame.
Campaign Idea: Help Savers Grow with Flexible CDs
By March or April, many savers have regained their footing — they’ve paid down debt, built a small cushion, and are ready to think a bit further ahead. The question becomes, “What now?” How can they grow their savings without giving up the sense of control they’ve built since January?
That’s where Certificates of Deposit (CDs) come in. Once seen as a tool for the well-to-do, CDs have become increasingly accessible, with many institutions now offering minimum deposits as low as $500. Combine that with flexible terms ranging from a few months to several years, and you’ve got a product that fits just about any savings style.
Promote Accessibility Through Print and Education
Once you’ve positioned CDs as a safe, attainable option, it’s time to show just how easy they are to open and manage.
A multichannel approach works best here – one that starts with something tangible, builds momentum through education, and reinforces the message digitally.
- Start with print. Use a postcard to introduce your CD options – safe, predictable, and easy to start.
- Host a short event. Bring in-branch and online audiences together for a quick educational session explaining CD terms, withdrawal options, and savings goals.
- Follow up digitally. Send a recap email or short video with a simple CD comparison chart so savers can explore terms and rates at their own pace.
Help Your Community Keep Its Resolutions in 2026
As your account holders set their sights on stronger financial habits for the new year, every campaign you create has the potential to reinforce that momentum. Whether you’re helping them pay down debt, save smarter, or plan ahead, the start of a new year is your moment to connect inspiration with action – and remind your community that healthier finances start close to home.
Check Back Often for Marketing Tips, Tricks, Hacks, and More.
At Main Street, we understand both sides of the financial services equation. As former CMOs, tellers, and operators, we know how difficult it can be to brainstorm creative marketing ideas for banks and credit unions. Check our Insights page often for more campaigns, data segmentation tips, and easy wins you can use.
Sources:
Pew Research Center. “New Year’s Resolutions: Who Makes Them and Why?” Pew Research Center, January 29, 2024. https://www.pewresearch.org/short-reads/2024/01/29/new-years-resolutions-who-makes-them-and-why/.
Goodkind, Nicole. “Savings and Wealth Statistics.” Yahoo Finance. Accessed November 10, 2025. https://finance.yahoo.com/personal-finance/banking/article/savings-and-wealth-statistics-215214936.html.
Olick, Diana. “Most Americans Aren’t Using High-Yield Savings Accounts — Here’s Why.” CNBC. Accessed November 10, 2025. https://www.cnbc.com/select/americans-not-using-high-yield-savings-accounts/.
