How to make the most of the post-holiday rush
Marketers might think they’ve crossed the finish line as the festive shopping season wraps up. But the period that immediately follows, known to some as “Q5,” is ripe with opportunities. According to a survey by YouGov commissioned by Meta, 41% of shoppers continue their purchasing activities after December, seeking bargains, returning gifts, or using gift cards.
Rather than treating this as downtime, it’s the perfect moment to get strategic, refresh your goals, and make an early impact in the new year. This guide explains what Q5 is, why it matters, and how to make the most of it for your digital marketing strategy.
What is Q5 marketing and why is it important?
Q5 is the “fifth quarter”, the unofficial marketing period that begins after the chaos of Q4. It presents its own unique opportunities as consumers shift from festive shopping to self-improvement, fresh starts, and planning for the year ahead.
This post-Christmas period is when people have time off, new devices, gift cards and returns to sort out. Engagement stays high and ad auctions can be less crowded. TikTok For Business defines Q5 as from the day after Christmas into mid-January, with decreased auction competition and strong purchase intent.
Marketers who fail to plan for Q5 miss out on a time when ad costs are often lower, competition drops off, and consumers are more likely to engage with brands offering solutions to help them achieve their New Year resolutions.
Why Q5 is a goldmine for marketers.
01: Lower ad costs, less competition
After Q4, many brands pause campaigns, leading to cheaper inventory and better reach. Meta data shows CPMs drop by around 27% post-Christmas, while engagement stays strong. Smaller advertisers can use this period to gain visibility at a lower cost.
02: Spending continues after Christmas
UK shoppers don’t stop buying once gifts are opened. Barclays reported £4.6bn spent on Boxing Day 2024 (£236 per person on average), and the ONS recorded a 1.7% rise in retail sales in January 2025, showing demand remains high into the new year.
03: A mindset for change
Q5 coincides with renewed motivation: 79% of TikTok users plan to keep shopping in Q5, focusing on fitness, self-care, education, and spending gift cards. Brands in these categories can align messaging with “new year, new goals” to stay relevant.
04: Fresh stock, fresh sales
Q5 is ideal for clearing Q4 stock, launching new lines, and running January promotions. With reduced ad costs and strong buyer intent, this period rewards agile marketers who keep campaigns running while others pause.
Key takeaway: Q5 offers a rare advantage, with lower advertising costs, high engagement, and ready-to-spend audiences. Brands that stay active between Boxing Day and mid-January can drive efficient conversions, clear inventory, and connect with consumers who are motivated to start fresh for the new year.
Your cheatsheet for Q5 marketing success
01: Start planning early
Though Q5 in marketing falls just after the festive season, success starts with early planning. Begin in Q4, ensuring creative, budgets, and team objectives are in place before the Boxing Day rush.
Action points:
- Prepare creative assets: Design content around “new beginnings” and “fresh starts”. Ensure ad copy, emails, and social campaigns are ready to go live from 26 December.
- Align with your team: Bring together your marketing, creative, and analytics teams to align on Q5 goals and messaging.
- Set measurable objectives: Define KPIs — whether clearing stock, driving sign-ups, or building awareness — so performance can be benchmarked.
Tip: TikTok’s research shows engagement rises during Q5, with users continuing to shop and interact with ads well into January.
02: Optimise ad spend and budgets
When is Q5 marketing most effective? Right after Christmas — when many brands pause campaigns, auction costs fall, and CPMs drop by around 27%. Use this moment to gain high visibility at lower costs.
Action points:
- Refine audience targeting: Use Q4 data to identify high-intent segments (fitness, self-improvement, learning, home organisation).
- Reallocate budgets: Shift spend to your top-performing channels from Q4, such as PPC or Paid Social
- Stay agile: Monitor CPM and CPA trends daily and scale spend where efficiency improves.
Fact: Data from Meta shows smaller advertisers can achieve stronger reach and engagement in Q5 as large-brand campaigns wind down.
03: Capitalise on New Year themes in your messaging
During Christmas digital marketing period, shoppers buy gifts for others. But during Q5, they focus on themselves. Tailor messaging to themes of self-improvement, resolutions, and renewal.
Action points:
- Focus on outcomes: Highlight positive results your product or service delivers (“start your fitness routine”, “upgrade your home”, “organise your year”).
- Align with seasonal mindsets: If your business fits categories like health, wellness, learning, or home improvement, use content that supports “new year, new goals”.
- Adapt creative formats: Test short-form videos, carousels, and user-generated content that reflects real customer experiences and resolutions.
Data insight: TikTok found that 79% of users keep shopping in Q5, focusing on self-care and personal growth.
04: Refresh & optimise your website
A surge of new visitors could come through your website during Q5, and ensuring your site is ready to convert them is vital. Fast load times, easy navigation, and user-friendly landing pages tailored to Q5 themes will make all the difference in maintaining engagement.
Action points:
- Enhance mobile experience: January often sees a rise in mobile traffic, with many users browsing on their phones during the holiday lull. Ensure your website is fully optimised for mobile, with a seamless browsing and purchasing experience to make the most of the higher engagement and conversion rates compared to earlier months
- Create targeted landing pages: Build specific search-optimised landing pages for your Q5 campaigns, highlighting offers, benefits, and clear calls-to-action tailored to the New Year mindset.
Fact: A study by Portent found that a 1-second delay in page load time can reduce conversions by 7%.
05: Engage with email marketing
If you built your email list during Q4, use Q5 to re-engage subscribers with fresh offers, new content, or product promotions that match their New Year’s goals.
Action points:
- Segment your audience: Send tailored content to customers based on past purchases or interests (returns, gift cards, upgrades).
- Plan sequences: Create a 3–5 email flow starting from Boxing Day to maintain momentum.
- Use fresh creative: Frame offers around new year goals — e.g., “Start 2025 right” or “Your next step starts today”.
Top tip: Read all about our email marketing services.
06: Use social media to your advantage
Social channels are vital for holiday digital marketing and Q5 engagement, as users scroll more during the festive downtime.
Action points:
- Run interactive campaigns: Use Instagram Stories, TikTok videos, and Facebook ads that align with “new year” motivation. Formats like countdowns, polls, or quizzes generate an average click-through rate of 35-55%.
- Encourage user-generated content (UGC): Around 79% of consumers say UGC highly impacts their purchasing decisions. Ask followers to share resolutions or before-and-after stories for authentic engagement.
- Keep creators active: TikTok recommends keeping your Q4 creators live into Q5 to maintain audience momentum.
07: Evaluate & optimise real-time
Q5 is relatively short, so real-time adjustments are crucial to maximise your campaign performance. Track your metrics closely and be prepared to pivot strategies to capitalise on what’s working well.
Action points:
- Monitor key metrics: Track CTRs, conversion rates, ROAS, and CPA daily.
- Test quickly: Run A/B tests on creatives, messaging, and offers, then act fast on what’s working.
- Compare to Q4 benchmarks: Expect improved efficiency as competition drops; measure incremental lift to prove the value of Q5 in marketing.
Note: ONS data shows UK retail sales rose 1.7% month-on-month in January 2025, proving Q5 can deliver meaningful returns.
Key takeaway: Q5 marketing is an unmissable opportunity
Q5 is a time when advertising costs fall, competition eases, and shoppers remain motivated. Brands that plan early, optimise spend, and align messaging with the “fresh start” mindset can drive impressive results during this quieter yet high-intent season.
In short:
- Start planning in Q4 for Q5 activation.
- Capitalise on New Year themes across your Christmas digital marketing and holiday digital marketing campaigns.
- Stay agile: test, learn, and optimise for efficiency and reach.
The brands that treat Q5 as the “fifth quarter” — not the off-season — are the ones that start the new year strongest.
Need marketing advice?
If you’re looking for guidance on how to plan a winning Q5 strategy, reach out to us. Our cross-channel experts can help craft a bespoke marketing plan tailored to your business goals, ensuring you maximise every opportunity in this crucial marketing period.
