For most retailers, the period following Christmas is often viewed as a time to wind down, process returns and prepare for the spring. However, a quiet window opens between 26th December and mid-January that savvy brands call "Q5". This is a unique period where the frantic noise of the holiday rush subsides, yet consumer intent remains remarkably high.

If you have spent months battling the "fog" of high acquisition costs and crowded ad auctions, Q5 offers a clear path to profitability. While your competitors are heading back to basecamp to recover from the December storm, the brands that stay on the mountain find a landscape defined by lower costs and a shift in consumer mindset.

The Q5 Statistics: Why It Matters

The data shows that Q5 is far from a "cooling off" period. It is, in fact, one of the most cost-effective times of the year to drive growth.

• Ad Costs Plummet: Average cost-per-click (CPC) rates can decrease by as much as 61% in Q5 compared to the ten days leading up to Christmas.

• High Consumer Engagement: An incredible 92% of consumers continue to shop after 25th December, shifting their focus from gifting others to "self-gifting."

• The Gift Card Surge: Nearly 60% of gift card recipients spend more than the card’s original value, providing an automatic boost to your average order value.

• Conversion Efficiency: Conversion rates for certain digital platforms have been shown to increase by 16% in January compared to October, as shoppers become more transactional.

• Increased Attention: User engagement on social platforms often spikes, with video views increasing by 25% as people use their holiday downtime to browse.

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3 Ways to Capitalise on the Hidden Peak

To take advantage of this window, retailers must pivot their strategy to meet the new consumer mood.

1. Pivot to "Self-Gifting" Messaging The motivation for shopping changes overnight. Move away from "the perfect gift for them" and focus on "the reward you actually wanted." Messaging centred on New Year resets, self-care and personal upgrades resonates best during this time.

2. Deploy a Gift Card Strategy Treat gift cards as "found money" that needs a destination. Use targeted email sequences to guide cardholders toward your bestsellers and create dedicated landing pages that make it effortless for them to redeem their balance.

3. Move Excess Inventory with Efficient Traffic With ad costs at their lowest, Q5 is the perfect time to liquidate remaining holiday stock. Rather than eroding your margins during the December "whiteout," use the cheaper traffic of January to clear your shelves and prepare for the year ahead.

Q5 is not just an extension of the holiday season; it is a strategic opportunity to find high-margin revenue while the rest of the market is silent. By clearing the fog and staying active, you can ensure your brand starts the new year at the summit.