Unlock Q5: 5 best practices to maximize your post-holiday marketing budget

Every marketer knows the importance of the holiday sales season, but what you might not know is that the opportunity doesn’t end once the gifts are unwrapped. It extends from late December to mid-January, a period some marketers refer to as the fifth quarter, or Q5.

In a YouGov survey¹ commissioned by Meta, 41% of holiday shoppers surveyed say their shopping continues past the holidays into January. But despite this consumer behavior, many marketers pull back on their advertising spend, or stop advertising altogether after holiday shipping cut-off dates. As a result, there are often lower media costs and overall cost efficiencies for advertisers who lean into consumer demand during Q5. In fact, global data shows that in January 2023, CPM rates were on average 15% below their October 1st levels² .

To help marketers take advantage of the Q5 opportunity, we’ve created a Q5 marketing guide, available for download here. Within, you’ll find five best practices and insights on new products and tools that can help marketers make the most of post-holiday marketing budgets:

1. Minimize campaign changes
2. Lean in to automation & AI for better performance
3. Diversify your creatives
4. Use data to grow lifetime value
5. And always, always validate your results measurement

To learn more, download the Q5 Marketing Guide here.