Either way if your targeting the New Years depends on your market but one definite way is finding your market and how large your market is to target more directly. Do a good keyword research to find your market, how many people are searching for your product and size of your market using free tools like Google Keyword Planner.
Do a search using keyword " New Years or New Years " to start with and continue to dig through the assortment of keywords. Use Thesaurus.com to find synonymous words associated with all keywords too.
You can also grow and find people following groups on Facebook, Google+, Pinterest, Instagram, LinkedIn IBO Social and many other social platforms associated with the keywords related to " New Year (s) ".
If you want faster results then you should consider PPC on Facebook, 7Search, MicrsoftAds or others( But Not Google Adwords Unless Your An experienced Marketer ).
PPC is the fastest way to find how active your market is and give you faster data to improve on.
Hope this helps everyone here at IBO Answers and IBOSocial.