There are couple of reason out there on why this is happening... why bitcoin is falling
1. January is a dry month.
2. FUDS about the coin and the bubble theory
3. news taken out of proportion by the media (pro bankers)
4. Market correction (i dont buy that though)
5. Futures and Whale manipulations.
and many more...

keep your cool and your calm.. dont panic and dont sell. Dont buy either if you think it is a risk. just wait and chill.