Every December through to late January, Australia enters what many call the “silly season,” a calendar stretch where public attention, media routines, and consumer behaviour all change. For PR, marketing, media and leadership teams, this period presents different opportunities and challenges. Recognising these shifts can make the difference between lost momentum and strategic advantage. Let’s delve deeper into how the market changes during this unique period.

Media slows down, but attention doesn’t

As broadcasters, newspapers and magazines begin winding down for Christmas and New Year, editorial staff take leave, and many outlets scale back to a skeleton staff. This slowdown is well known in Australian media circles: for example, tech and trade publishers often shut offices between mid-December and early January.

At first glance, reduced editorial pressure can feel like a blocker. Fewer journalists, fewer stories, limited news flow. But that doesn’t mean audiences switch off. In fact, with extra down town, people still browse, scroll and monitor news headlines while travelling and socialising. In fact, summer often brings a spike in leisure, spending and mobility.

For brands, this opens up a paradox: while traditional media output may dip, attention and engagement may actually increase, especially across non-traditional channels like social media, out-of-home (OOH), and digital storytelling.

This is the time for smart, low-competition visibility

For smaller or mid-sized organisations, this period means reduced noise and greater opportunity to stand out. A well-timed announcement, brand story or campaign can garner more attention and ROI than during peak competitive periods.

Outdoor advertising, for example, becomes a powerful tool. Australians are typically more mobile, spending time outdoors, travelling, shopping and engaging in social summer rituals. Billboards, transit ads, and digital OOH displays can cut through when other , more traditional channels are quiet.

Consumer media habits shift and younger audiences tune into social

Recent media-consumption data shows Australians increasingly rely on digital platforms, social media, and streaming services for news and entertainment.

For communications teams, that implies holiday PR activity should lean less on traditional media channels and more on accessible digital formats that meet audiences where they are.

Beware: news avoidance and fatigue rise

Despite the shift in consumption platforms, surveys show that many Australians use this period to step back from news, whether due to fatigue, holiday distraction, avoidance of negative sentiments or a genuine desire to disconnect.

That means it’s riskier to expect widespread media traction for hard news during December–January. Big policy announcements, crises, or corporate updates may slip under the radar or get minimal coverage.

What brands should do: treat holiday season as a strategic moment

Plan ahead of time and treat the holiday window not as downtime but as a strategic window. If you have product launches, brand announcements or thought leadership content, schedule them for December or early to mid January. Competition is lower, the noise reduces and you have a better chance of standing out.  

Do leverage OOH and digital channels: outdoor advertising, social media campaigns or video content can reach audiences who are out and about, socialising or travelling.

Moreover, make your content evergreen or value-led. Skip overly transactional or time-sensitive PR during this lull. Instead, focus on human stories, year-in-review reflections, vision pieces and forward facing content that resonates emotionally and lasts.

Be mindful of media fatigue. Pushing hard hitting news when people are trying to enjoy the holiday period is a recipe for disengagement. If absolutely necessary, make messaging simple, relevant and easy to digest.

Ultimately, the holiday season in Australia reshapes how media works, from who’s producing content, to how and when people consume it. For marketers, PR professionals, media and business leaders, it’s not necessarily a time to pause, it’s a time to take a breath and be strategic. The brands that recognise the shift and lean into quieter channels, lighter content, and consumer rhythms often come out of the silly season not just unscathed, but stronger.

To learn more about how to tailor content and PR activities that best suit the particular rhythms of the seasons, get in touch with us at christopher@pearscroftcommunications.com.au