What is Q5 You Ask? Here’s a Hint: It’s Not an Audi!

What is Q5?

Q5, or the “fifth quarter” of the marketing year, also known as the post-year-end period, is an extension of time that comes after the completion of the traditional four quarters. Interestingly, Q5 is such a novel term to many brands that it’s defined differently depending on who is discussing it.

According to X, Meta, and TikTok Q5 occurs from about mid December to the end of January. Others see it as starting about next week and continuing until February.

What’s interesting about Q5 is that it’s a time when many consumers are: (1) off work; (2) actively returning unwanted gifts; (3) buying up the items they really wanted for Christmas but didn’t get, usually at a giant discount. (4) Often have extra cash and gift cards to lavish on themselves. According to a YouGov survey commissioned by Meta, 41% of shoppers said their shopping doesn't stop in December, but continues well after the holidays. Other surveys have set this mark much higher, in the 60 - 80% range.

Another element of this time period that should have brands on high alert, is the fact that most of their competition seems to go on vacation - pulling back their efforts and rolling up the sidewalks until Valentine’s Day kicks in. (I have news for you, Valentine’s Day is already hitting stores this week). This mere fact represents a giant opportunity to capitalize on this post holiday time slot.

Tips for Capitalizing on Q5

Refresh Your Creative Imagery:

Q5 shoppers are ready for self love. They’re generally focused on buying those must-have items that they didn’t find under the Christmas tree. They are also ready to capitalize on opportunities like sales and discounts. New Year's resolutions play a large role in their mindset - losing weight, being happier, finding love, refreshing their interior spaces, ect.

Social posts, emails and website design should reflect this change in perspective. They should also incorporate color trends and styles.

Be Cognizant of the Fact that Much of Your Competition May be Snoozing

Q5 is a great time to hit the gas on your marketing campaigns because there’s so much less competition from other brands in your niche. You’ll really stand out as a result, and get so much more for your marketing dollars. It’s almost a dream scenario: less competition + active engaged consumers = a great start to 2024.

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