As we approach the final months of the year, advertisers and creators are preparing for their final sprint to captivate consumers’ attention. The holiday season, which includes Black Friday, Cyber Monday and Christmas, offers prime opportunities for businesses to elevate their sales. But there’s an even better time of the year, which not many brands have capitalized on. As the traditional holiday season comes to an end, CPM rates decline and stay low until mid-January. This opens up awindow of opportunity, often referred to as the "fifth quarter," or Q5. This relatively recent trend in consumer behavior presents a unique chance to extend the peak shopping season that kickstarted in Q4. This "hidden", fifth quarter, can be a game-changer for advertisers, boosting brand profits and expanding their audience reach at a cost-base that’s more efficient than Q4. It's an opportunity to make the most of the year's end before it's officially finished. Here’s how to capitalize on Q5:
In Q4, Cyber Five takes place, which is the five day period between Thanksgiving and Cyber Monday, also referred to as Cyber week. Q5 refers to the period following the traditional Q4. Q5 starts the weeks in between the conclusion of the holiday season and during the beginning of Q1 in the next year.
The importance of Q5
Just because the holiday season is over, doesn't mean that consumers stop shopping. Significant evidence indicates that as a matter of fact, the opposite is true and the shopping frenzy continues. Google’s research on consumers in the U.S. last year, showed that just as many people were shopping post holiday season as the week before Cyber Five. Google classifies shoppers into four types: deliberate, deal-seeking, determined, and devoted. The Devoted shoppers, in particular, stand out during Q5, as they don't limit their shopping to specific seasons and, notably, 57% of them engage in self-gifting. According to TikTok,79% of users on the social network are likely to continue shopping in Q5.
How to make the most of Q5
To make the most of Q5, it's crucial to understand why consumers shop in this period. In the upcoming paragraphs, we'll explore the top three reasons behind consumer shopping. This knowledge will help your brand make informed decisions and effectively leverage Q5 to your advantage.
Benefits for advertisers
Many brands take a breather during this time, which means there's less competition and hence, a lower price for advertising. This makes it easier for advertisers to shine and grab attention.. The cost-effectiveness allows advertisers to maximize marketing budgets. Advertisers can use this period to tap into the hidden opportunities of this "invisible" quarter in the year. It's a chance to make their mark and thrive while consumers are still actively shopping
How to drive Q5 results?
For advertisers Q5 sounds like a golden opportunity. But is advertising during Q5 actually a good idea for all businesses? Well, the answer isn't a one-size-fits-all.
Key Takeaway for Advertisers
In conclusion, Q5 offers a promising opportunity for advertisers to boost their brands profits and expand their audience reach at a cost-base that’s more efficient than Q4. By collaborating with creators, to produce authentic and effective content, and by leveraging valuable insights from your 2023 performance data to craft campaigns, you can make the most of this season. Additionally, using custom and look-alike audiences to refine your targeting strategies will help you drive better results. Embrace the unique potential that Q5 presents, and your advertising efforts are more likely to yield positive outcomes.