Many Americans are putting 2012 behind them and looking forward to 2013 – especially when it comes to their finances. The years following the recession have been challenging for some households, and individuals have cited difficulties saving money, making wise investments, maintaining their health insurance and reaching personal financial goals. However, a large number people have expressed optimism for the coming year, and developed a plan to get them on the right financial footing.

A new report published by CouponCabin shows that 52 percent think next year will be better for their finances, compared to 48 percent who gave the same response last year. This is largely because 39 percent said they plan to drastically change their money management habits next year.

According to the results, the biggest change that is expected to occur involves more people – 37 percent – relying heavily on discounts and sales to keep their expenditures low. Falling in line with more conservative approaches to protecting existing assets, another 27 percent said they will build an emergency fund to help them out of tough financial spots. Several studies show that this is one area in which many families have fallen behind. As a result, job losses, car repairs and medical emergencies often force them to drain their savings or retirement accounts or turn to credit to cover unexpected expenses.

Eighteen percent said they will focus on bolstering their retirement accounts, and 13 percent will prioritize their investments.

Not all individuals are optimistic about the new year

While survey participants were largely optimistic, this was not the case in all circumstances. Thirty-seven percent said they don't plan to see significant financial improvements in 2013.

"Regardless of their financial situation, many people see the start of a new year as a chance to refocus and retool their finances," said Jackie Warrick, president and chief savings officer at "Our survey reveals more people are optimistic about what the coming year holds than they were last year, but it's not always an easy road. Tough financial challenges still exist for many Americans and will continue as the economy stabilizes."  

Given the amount of people who are eager to make changes to their financial management strategies, as well as those who are pessimistic about being able to improve their condition, this gives an opening to financial marketing agencies to promote their services and products.

The Lift Factor is a leading marketing resource in the financial services and insurance industry, providing its clients with the most accurate, timely and relevant information in meeting their needs.