Unlocking the Potential of Q5: A Golden Opportunity for Advertisers

You know that period between Christmas and New Year’s Day?

That’s what we call Q5.

It should be one of your favorite times of the year — if it isn’t already.

While many brands tend to scale back their efforts after Santa Claus has come and gone, this unique timeframe offers untapped potential thanks to increased online activity, reduced competition, and consumer enthusiasm to spend.

So how can you make the most of this opportunity? Let’s dive in.

Why is Q5 a Golden Opportunity for Advertisers?

Fueled by holiday downtime and the undeniable thrill of post-holiday spending, Q5 sees a surge in online activity. Consumers are scrolling and shopping, looking for places to spend the gift cards and cash gifts that are burning a hole in their pocket. Holiday celebrations also have a tendency to leave consumers in a spending-friendly mood.

With fewer advertisers active during Q5, CPMs drop, creating opportunities to reach audiences more affordably. Smaller advertisers can cut through the noise and make a big impact.

Top Advertising Goals to Focus on During Q5

If you’re wondering where you should focus your advertising attention in Q5, we’ve got five suggestions to consider as you develop your strategy and messaging:

End-of-Year Sales and Inventory Clearance

Q5 is perfect for promoting discounts and last-chance offers. Move unsold inventory with urgency-driven messaging, or encourage shoppers to “but now before it’s gone.”

Brand Awareness for Q1

Gain a head start on Q1 by teasing new product launches and positioning your brand ahead of New Year’s resolutions and January campaigns.

Capitalizing on Gift Card Redemptions

Consumers are eager to spend their holiday gift cards. Use targeted campaigns to showcase bestsellers, exclusive offers, and products tailored to post-holiday needs.

Customer Retention

Strengthen relationships with existing customers through post-holiday appreciation campaigns and special offers that reward loyalty and encourage repeat purchases.

Marketing Channels Best Positioned to Thrive in Q5

If you’re going to capitalize on Q5, don’t take a kitchen sink approach. Be strategic about where you invest in your ad dollars. Here are four channels to maximize your ROI:

Social Media

Facebook and Instagram are ideal platforms for engaging visuals and targeted campaigns, and TikTok offers the opportunity to capture audience attention with creative, short-form content that resonates during holiday downtime.

Paid Search Ads

By targeting end-of-year searches like “best New Year’s sales” or “holiday deals,” brands can capitalize on user intent to drive conversions.

Email & SMS Marketing

Deliver personalized post-holiday messages to re-engage customers and highlight discounts, product recommendations, and appreciation offers.

eCommerce Platforms

Showcase discounted inventory and popular items on platforms like Amazon and Shopify. Optimize product listings to align with seasonal search trends.

Q5 is the Advertiser’s Secret Weapon

Q5 offers an unique opportunity to engage consumers during a high-intent, low-competition period. Whether you’re clearing inventory, building brand awareness, or capitalizing on gift card redemptions, early planning is the key to maximizing ROI.

If you’re ready to unlock the full potential of Q5, let’s chat.