February 19, 2025

Rise in Sales of Morning After Pill in the U.S. Following New Year Celebrations

According to a study published in The BMJ, sales of emergency contraception, commonly known as the morning after pill, are estimated to increase by approximately 10% in the United States in the week after the New Year holiday. This spike in sales suggests that the period following New Year’s Eve is associated with a higher risk of unprotected sex compared to other holidays. The study also found that sales increase during other holidays, although to a lesser extent.

Although the increase in sales may seem humorous, researchers highlight that it serves as an indicator of unmet contraceptive needs, particularly as many states in the U.S. have implemented stricter regulations on abortion. The findings emphasize the importance of addressing this issue further.

New Year’s Eve celebrations are often related to heightened sexual activity, which is often unprotected due to increased alcohol consumption. Additionally, New Year’s Eve is also associated with higher rates of sexual assault and limited accessibility to other forms of contraception due to reduced clinic, medical office, and shop hours.

To examine the sales of emergency contraception following the New Year holiday, researchers used retail scan data for levonorgestrel, a medication available over the counter with no age restrictions since 2013. They analyzed sales during the week following New Year’s Eve and New Year’s Day from 2016 to 2022 in various U.S. retail outlets, including grocery stores, drug stores, mass merchandisers, club stores, dollar stores, and military outlets.

To account for potential changes in the population at risk of pregnancy, weekly sales were divided by the number of females aged 15 to 44 years old.

Overall, sales of levonorgestrel increased by 0.63 units per 1,000 women aged 15 to 44 years old in the week after New Year’s Eve. Based on population estimates in 2022, this equated to approximately 41,000 additional pills sold that year.

The researchers also examined other holidays that may be associated with increased unprotected sexual activity, including Valentine’s Day, Independence Day, and St. Patrick’s Day.

Valentine’s Day was linked to a sales increase of roughly half the size of the increase seen after New Year’s Eve. The sales increase associated with U.S. Independence Day was 0.20 units per 1,000 women, and St. Patrick’s Day was associated with a 0.14 increase.

However, holidays such as Mother’s Day, Father’s Day, and Easter did not show an increase in sales.

The researchers acknowledge some limitations of the study. For instance, emergency contraception sales do not necessarily equate to actual usage, and the data does not include emergency contraception obtained through medical clinics, independent pharmacies, or online sales. Additionally, differences in how holidays are celebrated and how reproductive healthcare is accessed may limit the generalizability of the findings to other settings.

Nevertheless, the researchers suggest that certain celebrations present important opportunities for public health interventions. They recommend targeting behavioral risks, implementing prevention strategies to address sexual violence, and improving access to contraception during holidays to mitigate the risks associated with unprotected sex.

The authors emphasize that emergency contraception is becoming increasingly crucial for individuals in the U.S., particularly those residing in regions with abortion bans or severe restrictions. Future research will explore how factors specific to the U.S. context, such as state abortion restrictions, influence purchasing behavior of emergency contraception and identify potential public health interventions to provide contraceptive care to those in need.

Note:
1. Source: Coherent Market Insights, Public sources, Desk research
2. We have leveraged AI tools to mine information and compile it

Money Singh
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Money Singh is a seasoned content writer with over four years of experience in the market research sector. Her expertise spans various industries, including food and beverages, biotechnology, chemicals and materials, defense and aerospace, consumer goods, etc. 

Money Singh

Money Singh is a seasoned content writer with over four years of experience in the market research sector. Her expertise spans various industries, including food and beverages, biotechnology, chemicals and materials, defense and aerospace, consumer goods, etc. 

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