Every January, care homes experience a significant and predictable rise in enquiries. Families often use the festive period to reflect on the wellbeing of loved ones, resulting in a surge of urgent requests for placements as the new year begins. While this seasonal uplift presents valuable opportunities to improve occupancy, it also places added pressure on teams to respond quickly, communicate clearly and manage admissions efficiently. With over half of enquiries typically requiring placement within a month, and many needing support even sooner, speed and organisation are critical. Homes that rely on manual processes or lack clear visibility of availability can struggle to keep pace. By preparing in advance, strengthening enquiry management processes and making full use of real-time occupancy and follow-up tracking tools, care providers can confidently handle increased demand. The January spike is not just a challenge to manage, but an opportunity to convert interest into sustainable