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Every marketer and business knows the importance of Q4. Usually, Q4 is the busiest time for businesses, and brands are more likely to increase their investment during Q4. 

However, there is another quarter that poses a unique opportunity for brands but is often overlooked. Q5, or the fifth quarter, is the time period between December 26th and the end of January. Historically, brands consider this “quiet time” and focus on amping things up for the spring or summer. This strategy means brands miss a key opportunity to drive sales and connect with customers. 

Read more about Q5 marketing and the opportunities it brings for your brand. 

Reasons to Take Advantage of Q5 Marketing

Q5 has serval distinct opportunities that you can’t get in any other quarter. Here are some of the advantages. 

Lower Competition 

Traditionally, brands invest less and scale back their marketing efforts after the holiday season. That means that during Q5, brands that do invest are more likely to take a larger share of the competition. 

Increased visibility and availability at a time when people are seeing their favorite brands less and less provides you with a meaningful opportunity to engage new customers and stay on the radar of your old ones – especially when they’re expecting you to temporarily drop out of their feeds. 

People Are Willing to Spend 

Brands imagine that post-holiday, people are tightening their belts and unwilling to spend. However, many consumers have more resources in Q5 than in Q4. In fact, 92% of consumers plan to continue spending. Cash, gift cards, exchanges, and returns all pose opportunities for consumers to search for new products and brands. In this so-called “quiet time,” consumers also take the time to spend money they received as gifts, or any surplus budget left over from the holidays. 

There’s also an increase in the time people spend socializing in this period, making it a good time for brands that focus on shared experiences. 

New Device Activations 

December is the most popular time for new device activations. Technology brands can take advantage of this increased time people spend with these devices, and it can be a fantastic time for apps to invest in marketing. 

This is also a great time for brands to invest in social commerce, in-game ads, and in-streaming ads, since people will be spending more time in-app on their new devices. 

It's a Great Time to Test 

If you aren’t sure about Q5 marketing, think of it as a chance to test marketing campaigns or products. If you aren’t sold on Q5 as an opportunity to get sales, think about Q5 as a time the stakes are low and you can run tests on your platforms at a lower cost. 

Even if you’re not looking to drive sales in a specific way, you can use this time for learning. 

Next Steps

Here are some do’s and don’ts for brands looking to up their investment in Q5: 

  • Do make sure you have a plan 
  • Do follow your usual marketing best practices 
  • Do explore out-of-the-box options for your brand 
  • Don't be afraid to spend 
  • Don't limit yourself 
  • Don't miss out! 

Ready to talk Q5 marketing and more? Reach out and let us know how we can help. 



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