Maximising Q5: Leveraging Post-Holiday Sales for a Strong Start

Q5 — the period between Christmas and mid-January — is one of the most underutilised advertising windows. Competition drops, but consumer intent remains high.

Why Q5 Matters

CPMs drop 30-50% as competitors pause campaigns

Gift card redemptions drive purchase intent

"New year, new me" motivation peaks

Self-gifting and deal-hunting continue

Q5 UGC Strategies

New Year's Resolution Content

Create UGC that positions your product as part of a fresh start. Perfect for fitness, wellness, productivity, and self-care brands.

Post-Holiday Deals

"I got this with my Christmas gift card" angle works brilliantly as UGC content.

Best-of Content

Year-in-review style UGC featuring your product as a favourite discovery.

Testimonial Stacking

Compile multiple short testimonials from holiday buyers into compilation ads.

Preparation Tips

Commission Q5 UGC in November

Prepare holiday-specific briefs early

Plan campaigns for December 26 launch

Budget allocation: increase spend when CPMs drop

Q5 is a massive opportunity for brands willing to keep advertising when competitors go quiet.