Why Q5 is TikTok's golden opportunity for marketers
The post-holiday season is for checking 2024 boxes and ringing in 2025 goals. While the rest of the world might still be on holiday, TikTok communities of shoppers and brand loyalists never are.
The grill has cooled off post-Labor Day and the kids are back in school. Marketers know what that means: holiday time. But what happens after the wrapping paper has been torn to shreds and the sugar highs are over? Enter Q5, the marketing period that begins right after Christmas and extends through January. Social media becomes more lucrative during this "quiet" time, when shoppers are actively spending (even while horizontal on the couch) and ad inventory is less competitive and more affordable. Many brands are planning Q5 strategies earlier than ever.
The underrated post-holiday goldmine
While the frenzy of pre-holiday shopping may dominate marketers' attention, Q5 presents a unique, often under-leveraged opportunity. Consumers aren't done spending once the holidays end—they're just getting started. Armed with gift cards, holiday cash, and New Year's resolutions, consumers remain in shopping mode well into January.
Q5 isn't just an extension of the holiday rush—it's a key shopping period. Advertisers can capture attention while competing for cheaper ad inventory during this time. And where are people looking for shopping inspiration in their newsfeeds? TikTok. The platform is inspiring shopping trends both on and offline. This is further cemented by TikTok's retail return on ad spend (ROAS) for offline conversions, which is 1.9 times more efficient than the media average across TikTok, online display, online audio, online video, social, and paid search.¹ Unlike traditional platforms, TikTok offers seamless ad solutions that drive commerce beyond the typical holiday shopping window, ensuring brands can scale up even after Christmas is over.
What we learned from last year's Q5
Last year's Q5 provided several key takeaways for brands to optimize their campaigns during this golden opportunity:
Shopping interest peaks post-holiday
While holiday-specific content declines, shopping-related content actually surges. According to TikTok's internal data, shopping posts peak in January, with users actively looking for inspiration and deals well into the new year.
More efficient ad inventory, greater impact
Q5 offers a window of reduced competition for ad space, leading to more efficient media costs. This allows brands to stretch their budget further while still capturing high-intent shoppers primed for post-holiday purchases.
Self-care and treat-yourself mentality
TikTok's community of shoppers isn't just buying gifts for others—self-care takes center stage during Q5. With 69% of users planning to buy products for themselves, the platform is ripe for brands offering everything from skincare to tech, tapping into this treat-yourself mindset.²
Emerging categories on the rise
Beyond traditional retail categories, Q5 opens up opportunities for brands in unexpected areas like fitness, finance, and gaming. These sectors are seeing increased traction on TikTok, as users start planning for the year ahead, making this period valuable for non-retail brands as well.
"'New Year, New Me' used to be more taboo a few years ago. I think now it's becoming this recognized period where people are investing in themselves. People are ready to be influenced, they're ready to buy, and brands can invest more in lower funnel to capitalize on increased purchase intent."
FOMO: Why brands can't afford to ignore Q5
The key message here? It's never too early—or too late—to plan your Q5 TikTok campaigns. The post-holiday period is a prime time to capture shoppers who are still in a buying mindset but facing fewer marketing distractions. TikTok is positioned perfectly to help brands seize this opportunity.
Engaging users at a time when they're actively seeking deals, inspiration, and resolutions is a unique and cost-effective strategy for advertisers.
TikTok offers a robust ecosystem of ad formats, shopping tools, and commerce solutions that work in harmony to drive results. TikTok drives commerce everywhere—online, on TikTok, in-store and to other retail channels. Brands can optimize for higher conversions and sustained consumer engagement long after the holidays.
"People come to TikTok to discover and end up taking action from that discovery. This gives advertisers an opportunity to capture shoppers who are discovering, searching and continuing to shop after receiving holiday money, gift cards, or store credit from returns."
Best practices for a successful Q5 campaign on TikTok
Leverage commerce solutions that best fit your goals
Video Shopping Ads have proven to be highly effective in Q5, thanks to their ability to showcase products from your brands' catalog and drive to your websites for purchase. Pairing it with TikTok's other commerce tools like TikTok Shop - a direct sales channel, ensures users can discover and purchase products without leaving the app. You can further drive users to your TikTok Shop with solutions like shoppable videos and Shop Ads. TikTok's latest automation solutions like Smart+ and GMV Max work to maximize performance and ROI.
Tap Into creator content
Influencer-led content like shopping hauls, reviews, and unboxings resonate strongly during Q5. Collaborating with creators can help brands build trust and showcase products in real, relatable ways.
Use gift card offers
Nearly 40% of users plan to shop during Q5 to use up holiday gift cards.³ Running promotions that encourage gift card redemptions or highlight special deals can further drive conversions.
Are you ready?
With less competition, more efficient ad inventory, and a highly engaged audience, Q5 is a golden window for brands looking to maximize returns. TikTok's ability to drive discovery and conversion across categories makes it the ultimate platform for post-holiday shopping. So, whether you're a retailer or a brand in an emerging category, now's the time to start planning your Q5 TikTok campaigns. Don't miss out on the opportunity to turn this overlooked period into your brand's best-performing season.
This article originally appeared in Ad Age.
Sources
Transunion MTA Study commissioned by TikTok, US Only ROAS inclusive of Big Box, Specialty Big Box, Beauty Retail, and Fashion/Luxury Retail
TikTok Marketing Science Global Custom Q5 Survey via AYTM, September 2023. Base: TikTok users 18+ (n= 2250)
TikTok Marketing Science Global Custom Q5 Survey via AYTM, September 2023. Base: TikTok users 18+ (n= 2250)