The cold weather and dark nights are one thing, however new research out this Blue Monday has revealed that the smell of winter is driving the January blues too, with 89% saying they miss the scents of summer.

Data from Jet2holidays shows that over two-thirds (68%) say January is the most depressing month in the calendar year, with the smell of winter ranking as one of the worst things about the season behind the cold, dark nights, dark mornings and icy surfaces.

With damp clothes and shoes, wet dogs, decaying vegetation and cough sweets coming out as the most disliked scents of winter, the research has revealed not only how much Brits love the smells of summer but also how far people are prepared to go to keep those scents alive during winter.

Three quarters (77%) cite the smell of sun cream as their favourite smell of summer, followed by sea air (67%), barbeques (42%), flowers in bloom (40%) and freshly cut grass (36%). A quarter (24%) say they burn candles that smell of summer in the winter, and 16% even confess to wearing sun cream year-round just to recreate that ‘summer holiday smell’.

To celebrate that, Jet2holidays has wrapped 40,000 copies of today’s Metro London newspaper in a special sun lotion scented paper, giving people the chance to reawaken one of their favourite scents this Blue Monday.

In addition, the company has put a smile on people’s faces by today offering an extra £25 off per person on all holiday bookings, which comes in addition to a current sale offering £100 off per person – meaning a saving of £500 for a family of four. The UK’s favourite tour operator has also hosted an experiential event at London Victoria Station today bringing the smells and sounds of summer to life. Commuters were put in a sunshine state of mind thanks to a choir singing summer songs, atomisers releasing a sun lotion aroma into the air, as well as giveaways and others bursts of sunshine.

When it comes to the senses, scent isn’t the only thing driving our mood, as even the sounds of winter and summer spark different feelings. The sound of splashing in a pool, waves in the distance, laughter and flip flops clapping are amongst the sounds that elicit the most positive response, with alarm clocks in the dark, noisy neighbours and work notifications such as email alerts coming out as the worst.

The research went on to reveal that 40% book a summer holiday in January, prioritising experiences over material items because they provide something to look forward to in winter (50%) or because it brings them happiness and joy (33%) during the cold season.

A beach break is the most sought-after escape (28%), and whilst most (60%) will only book one getaway this month, people in Coventry were named the top bookers with one in five (20%) booking THREE holidays in January – mainly to get the best deal (40%).

Top regions booking holidays THREE holidays in January:

·       Coventry – 20%

·       Sheffield – 19%

·       Cardiff – 18%

·       Leicester – 17%

·       Nottingham – 13%

David Hills, Chief Customer Officer at Jet2holidays said: “The cold weather, lack of daylight and return to work can make January feel endless, but we were very surprised to see how much people’s moods can be impacted by the smells of the season too. The research shows a big difference between the smells of summer and winter, with scents such as sun lotion and sea air coming out as the most loved. These scents evoke cherished holiday memories and, with summer feeling a long way away for many, it is easy to see why people want to book a holiday now so that they can look forward to indulging their senses in the sunshine. In the spirit of sharing some joy this Blue Monday, we have brought the smells and sounds of summer to life and we hope that this, alongside our fantastic deals, puts an extra spring in people’s steps this morning.”