Reinventing Q5: Four ways to engage shoppers after the holiday season

The holiday spending rush may end in December, but the ‘invisible quarter’—Q5—between Black Friday and the end of January offers a unique window for brands to cut through the noise and engage consumers when competition is low. Harry Lowes Director of Mid-Market ANZ, Meta  explains how you can improve your sales.

After the Christmas rush, many businesses wrongly assume that the opportunity to capture consumer attention has passed.

In fact, the weeks following Christmas present a valuable—and often overlooked—advertising opportunity. At this time, the average cost of social ads tends to decrease but engagement remains high among consumers, offering an opportunity to leverage a relatively quieter period to gain visibility and capitalise more competitive ad rates.

Running from the last week of December through to mid-January, Q5 refers to the unofficial “fifth quarter” of the year, a unique post-holiday period when advertising costs typically drop, and competition lessens. This makes it an ideal moment for brands to run creative and cost-effective campaigns, at a time when other businesses might have pulled back on their marketing efforts.

Four strategies for planning and executing Q5 campaigns that turn the post-holiday lull into a win.

1. Plan your Q5 campaign now for maximum impact

While Q5 is a brief window of opportunity, the key to making it successful lies in planning now. With most brands focused on the end of the year period, it’s easy to overlook the potential of the post-holiday rush—but those who prepare ahead can reap significant rewards. Start planning your Q5 campaign from October to ensure you’re ready to launch as soon as the holiday season winds down.

A strong Q5 strategy involves identifying the right products, messaging, price points and creative assets that will resonate with a post-holiday audience. Focus on themes like relaxation, New Year’s resolutions, or product categories that often spike in demand after Christmas, such as fitness gear, home organisation, or travel-related items.

Planning also gives you time to allocate your ad budget strategically. With less competition during Q5, you can stretch your spend further by scheduling campaigns to start right after Christmas, capitalising on higher returns on your investment and a more festive consumer mindset. Early preparation ensures that your ads don’t get lost in the rush of last-minute holiday campaigns and that you’re primed to take advantage of the “hidden quarter.”

2.  Invest in mobile and social platforms

During Q5, consumers spend more time online compared to other times of the year^[1], making social media platforms prime locations for reaching your audience. Whether they’re browsing Facebook and Instagram during their time off or engaging with New Year’s sales, running dynamic ad campaigns on these platforms can help you cut through the post-holiday lull.

To make the most of Q5, focus on social-first, visually compelling content designed to stop the scroll. Use Instagram Stories, Reels, and Facebook’s in-stream ads to capture attention, and experiment with interactive features like polls, quizzes, or shoppable posts to engage users.

Take Koala, an Australian furniture brand, as an example. During the Q5 period last year, they launched a new product campaign on Instagram and Facebook. By leveraging Instagram Stories and carousels, the brand was able to showcase its products via cost effective ad campaigns and less competition.

3. Tailor campaigns by harnessing  post-holiday themes

The weeks following Christmas aren’t just about leftover discounts. While many shoppers have completed their holiday purchases, they’re still highly active online, browsing for deals, and reflecting on New Year’s resolutions. This creates a perfect opportunity for brands to shift their messaging, whether it’s fitness, self-care, or planning for the year ahead.

For example, after the Christmas frenzy, marketing expert and founder of Sell Anything Online Anaita Sarkar recommends that brands launch a new product or collection or offer post holiday deals on products that align with topical themes such as “new year, new you”. While it seems like a simple concept, by tapping into what people are most concerned about in January – you create ads that speak directly to your audience’s needs and desires.

4. Use creative ads to re-engage shoppers

Although the bulk of shopping happens right before the holidays, consumers often return to browsing during their break, motivated by gift cards, post-Christmas sales, or simply free time during the holidays. This makes Q5 an ideal time to create fresh, attention-grabbing ads that appeal to this period.

Brands like Palm Noosa have mastered this by creating visually distinct summer campaigns, featuring bold colours and vacation wear, specifically designed to target the laid-back mood of early January. By tailoring your creativite to fit the unique mindset of your audience, you can build momentum that lasts beyond the traditional holiday shopping time.

Overall Q5 offers a unique chance for brands to shine during a quieter period. By planning early, focusing on post-holiday themes, and leveraging social channels, you will be able to drive engagement during what is often an untapped time of year.

^[1]Meta “Seasonal Holidays Study” by YouGov (Meta-commissioned online study of 1,359 holiday shoppers aged 18-64 in Australia), Dec 2023

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