Q5 on TikTok: 4 ways to seize the post-shopping season opportunity

We're on the ascent to peak shopping season – and brands and retailers are gearing up to unleash the power of TikTok to capture the hearts, minds and wallets of increasingly discerning consumers. But as the holidays creep closer and marketers' minds turn to time off and festive dinners, there is another, lesser-known commerce opportunity to gleefully unwrap before the year closes out: Q5.

While the ad industry switches off, Q5, defined as the small-but-mighty period between December 26th and mid-January, sees TikTok users tuned in and poised to shop, and serves as an opportunity for marketers to finish their year on a commercial high and ring in 2024 goals with gusto. In fact, 77% of TikTok users plan to spend the same amount or more time shopping in Q5 compared to a typical week[1].

Even after the final gift is opened and the last shreds of wrapping paper are piled into the recycling bin, opportunities for marketers to make the most of 2023 remain in full flow on TikTok. Read on to learn how to seize the Q5 opportunity on the platform and get your business's New Year off to a strong start.

1. Tap into soaring Q5 engagement

The limbo between Christmas and New Year brings with it plenty of delicious downtime for our TikTok users, and they spend more time snacking on content than usual. Following peak gifting season, the For You Page is flooded with shopping-related content that sparks curiosity, prompting likes, comments and shares. Popular content hinges around peer-to-peer recommendations and reviews of gifts received and Winter Sales shopped, and this shapes the brand and product purchase decisions of Q5 across a variety of categories.

2. Prime users with relevant content and products

During Q5, the number one person TikTok users plan to shop for is themselves (63%); after all, 'tis the season of treat thyself! So, as selfless gifting activity winds down, self-care and indulgence ramps up and creates opportunities to reach new and existing audiences cultivated over the Q4 period.

And, of course, that begs the question: what are they shopping for? In Q5, the majority of purchases are essentials, such as food (59%) and personal care (45%). However, apparel, tech and gaming purchases stand out as heavily sought-after discretionary items, with at least a third of TikTok users shopping in Q5 planning to purchase from each of these categories.

3. Engage millions more gamers and drive performance for your mobile app

As TikTok users both receive new devices over the holidays and purchase new devices for themselves in Q5, gaming and app downloads ramp up in parallel.

Top tip: Capitalise on newly acquired users with app retargeting to drive deeper app conversions, and pair with App Event Optimisation to find users likely to trigger valuable in-app events.

4. Learn from your audience's intention-setting reflective period

Positioned at the turn of a new year, Q5 is a period of preparation. TikTok users turn to creators and apps to help them reach their New Year's resolutions, and TikTok is their destination of choice for sharing their goals with the community. For advertisers, understanding what motivates consumers to continue shopping in Q5 is a major advantage when crafting marketing strategies that convert.

Activating on TikTok is easy: choose your Q5 adventure

The Q5 opportunity on TikTok presents three main objectives for marketers to strive towards: extending peak shopping season campaigns to drive further sales, kickstarting Q1 campaigns early, and driving performance for mobile app advertisers.

Check out our guide to setting up successful Q5 campaigns here or, alternatively, reach out to your TikTok representative to learn more.