Most marketers wrap up the year around now, exhausted from Black Friday and Cyber Monday, ready to unplug until January thaws out. Not me.
On December 18, I’m energised, activating Q5 strategies for the brands I manage. For over a decade, I’ve turned this often overlooked window into a revenue powerhouse for clients across industries.
While others see late December through January as dead time, I know it’s a second sales peak. Consumers shift into a self-focused “new year, new me” mode, eager to invest in change, growth, renewal, resolutions, and expansion. From fitter bodies to sharper leadership skills, fresh learning goals to streamlined business operations, the results never fail.
The data backs every move, and sharing it today feels like handing you the edge I’ve honed for years.
What Exactly is Q5?
Q5 refers to the fifth quarter, a period from roughly 26th December to the end of January. It kicks off right after the holiday gifting rush ends and runs through the heart of New Year’s resolutions. Think with Google defines it as the post-holiday shopper window where intent stays high even as the calendar flips.
This stands apart from the Black Friday Cyber Monday peak, which runs on discounts and frenzy. In Q5, competition drops because major brands cut budgets to recover. Think with Google notes CPMs fall across Meta and Google platforms as advertisers pause. Meta’s own holiday insights confirm auctions soften in late December. Fewer bidders mean your ads reach more people at lower costs, while shoppers remain primed to buy. Gift card redemptions and returns fuel activity, but the real driver is personal reinvention. Brands that keep campaigns running capture this overlap of cheap traffic and strong demand.
The Data-Backed Consumer Shift in Q5
After holidays, consumer focus turns inward. Numerator surveyed shoppers in 2023 and found 48% plan New Year’s resolutions, a number holding steady into 84.51°’s January 2025 consumer digest with the same top goals: physical health, finances, mental wellbeing, productivity, and relationships.
Spending reflects it clearly. Adobe Analytics tracked UK and US online purchases: gym subscriptions rose 14% and healthy meal kits 11% from December to January 2025. Think with Google notes 57% of early Q5 shopping (26th December to 4th January) is self-gifting, climbing steadily over three years. People search for transformation, not gifts.
Q5 Conversion Power vs. Holiday Peaks
Q5 delivers conversion rates that match or exceed holiday peaks, paired with far better economics. Think with Google reports 87% of Q5 shopping occasions end in a purchase, often surpassing the deal chasing crowds of Black Friday.
Adobe Analytics’ holiday data shows sustained purchase volume into January, with cleaner intent than BFCM spikes. McKinsey’s 2025 US consumer report highlights how post-holiday buyers convert reliably as ad costs normalize. On costs, Meta data confirms cost per action returns to pre Black Friday levels while CPMs drop, letting campaigns stabilize faster and improve ROAS.
Top Categories Crushing Q5 Conversions
Certain categories surge because they align with resolution mindsets. Adobe Analytics leads with fitness: exercise equipment sales jumped 60% month over month in January 2025, supplements 26%, fruits and vegetables 24%.
TikTok’s 2025 Q5 Commerce Playbook spots strong add to cart rates in apparel, beauty, tech, gaming, and home pet care. Self improvement niches like coaching, education, and productivity tools thrive too. Luxury self treats follow, with consistent post holiday surges in premium personal care and upgrades.
Why This Q5 Pattern Repeats Yearly
Q5 recurs because it’s rooted in human psychology and calendar rhythms. The Consumer Behaviour Lab calls New Year’s a “temporal landmark,” a mental reset that boosts commitment to big changes (2023). Post-holiday contrast amplifies it: after indulgence and spending on others, self-care feels essential.
Financial levers help too. Gift cards, returns, and BNPL options from December make January buys feel accessible. McKinsey’s 2025 US consumer sentiment report ties it together: resolutions drive reallocation to health and savings, while ad markets soften predictably. This mix repeats annually.
How Small Businesses Win in Q5
Success comes from deliberate plays. Frame offers around outcomes: “Build the leader you want” or “Master your 2026 goals.” Think with Google and TikTok recommend resolution bundles like “New Year Body Reset” for fitness or “Skill Upgrade” for education.
Keep spending active. Reallocate 20 to 30% of BFCM budget to ride low CPMs, testing fresh creatives for retargeting pools. Start early, around Boxing Day, to catch mental shifts before 1st January. Target past engagers in wellness or productivity content. This fills pipelines with high LTV customers.
My Client Results: Proof in the (Pudding) Numbers
A decade of Q5 focus proves it works across diverse niches:
- A weight loss brand hit 3x average ROAS in January, generating 40% of yearly revenue.
- Leadership coaching saw 35% higher conversions than Q4 peaks, thanks to soft auctions and “new leader” messaging.
- Education platforms exploded: professional development courses grew enrollments 28% in Q5 as users chased “new year, new skills.”
- Personal growth books and kids learning programs saw 32% sales lift—parents and professionals alike are committed to growth goals.
- SAAS tool for small businesses posted 45% sales growth January over December, perfect timing as SMBs plan 2026 operations and streamline workflows.
- Wellness products like supplements and recovery tools delivered 42% revenue share from Q5, riding the fitness surge.
- Self-care services (spa bookings, coaching) jumped 38% as people prioritised mental reset.
- Bespoke menswear tailor captured “new wardrobe, new me” demand with 50% order volume growth—men investing in sharp looks for fresh starts.
Across 10 years and these varied niches, my Q5 marketing effort consistently cut acquisition costs while reeling in loyal buyers.
It’s a clear winner for me: When competitors paused; we scaled.
Your Q5 Launchpad
Ready to turn year-end into new momentum? Here are quick steps for small business owners to take:
Audit Q4 data today: Find engagers in fitness, education, productivity, or business tools.
Craft 3 resolution offers: “New Year Reset” bundles priced for impulse (under $97).
Allocate budget: Consider adding 20% of BFCM spend to Meta/TikTok, starting 26th December. Use “transformation” hooks.
Test fast: Run 5 creatives showing before/after results; kill losers by January 3.
Retarget + prospect: Hit warm audiences first, expand to lookalikes in top categories.
With data from Google, Adobe, TikTok, McKinsey, and my track record, execute these and watch 2026 launch strong.
Want to launch your Q5 marketing with a solid strategy and speed? Book your private marketing strategy session with me.
