The post-festive shopping season: how to win at Q5

What is Q5?

Q5 is the overlap between Q4 and Q1. It begins the last shipping day before Christmas, and lasts right up until mid-January.

And while you may think customers may be ‘shopped out’ from Black Friday sales and Christmas shopping, evidence suggests that’s not the case.

Black Friday tends to be a “Treat yourself” moment, with people buying items they’ve had on their wishlists, as well as being tempted by impulse purchases. Meanwhile, Christmas is of course the season for giving to others. Straight after, on Boxing Day, people are ready to hit the sales again.

That makes this period a key time for advertisers – consider these scenarios…

5 personas for Q5 – and how to reach them

1. The gifts that didn’t make it

The presents are unwrapped! But even if the haul is good, there are likely to be items from the wishlist that didn’t make it under the tree. Make the most of the opportunity, as they’re likely to want to buy these items for themselves – particularly if they’re in a sale!

2. Gift card recipients

Plenty of people will be receiving gift cards throughout the festive season – and they’ll be looking to make their money go even further if they can snag a deal in the sales.

3. Resolution-setters

It’s that classic time of year. The festive indulgences are over and plans begin for the year ahead. Whether it’s health, home, or hobbies, push strategic messaging to show your audience how you can help them achieve their goals.

Psst: this would be a great time to be on Pinterest! As an inspiration platform, it’s a brilliant way to reach new customers and be part of their new year – see what’s going to be big in 2023 on the platform.

4. Bargain hunters

Everyone loves a good deal, and UK shoppers in particular will be well aware of the savings that can be made from Boxing Day onwards. Now’s the time for a well-positioned sale to capitalise on those who are primed and ready to buy.

5. Holiday planners

With the temperature plummeting and shorter days, thoughts turn to far-flung destinations. Because of the limits on travel during the pandemic, people are eager to make up for lost time, despite economic uncertainty and the rising cost of living. Instead, they’re prioritising, and ring-fencing savings for holidays.

This is a prime opportunity for travel brands who have struggled in the last few years. Promote your key offerings – whether it’s last-minute deals, early booking rewards, or an out-and-out sale.

Advertising benefits of Q5

Between Black Friday preparations and the pre-Christmas rush, Q4 is busy enough for brands advertising, and the temptation may be to slow down at the same time as the festivities.

But advertisers risk missing out on massive opportunity. Not only because there’s evidence for strong consumer appetite, but also because costs and competition are likely to be lower than the peak of Q4. That means a lower average CPA/CPC – so you should see your investment go much further.   

With lots of people having downtime during the holidays, that’s also more time available to spend online and discover new brands.

Feel like you’re not making the most of opportunities with your advertising? Talk to us today.