Q5: The quarter you've never heard of (and your new marketing secret)

While you're recovering from the Christmas chaos and enjoying that New Year break, there's a window of opportunity most businesses completely miss. It's called Q5, and it might be the smartest marketing move you're not making.

Q5 isn't on any financial calendar. It's the period between Boxing Day and late January when something interesting happens: your competitors go silent, advertising costs plummet, and consumers keep spending. Just differently.

The opportunity hiding in plain sight

December ends, businesses collectively exhale, and marketing budgets get switched off like fairy lights on New Year's Day. Meanwhile, consumers are still shopping. They're redeeming gift cards, making returns, and treating themselves to the things they didn't get for Christmas.

NZ Post reported online shoppers spent $1.73 billion in Q4 2024, with over 18 million transactions. That spending momentum doesn't vanish overnight, the focus simply shifts from buying for others to buying for themselves.

And because most brands have gone quiet, there's significantly less noise competing for attention. Some reports show Facebook CPMs dropping around 26% in the week after Boxing Day. The result - your budget suddenly stretches further.

Why it works

Q5 runs for about four to six weeks, but don't let the short timeframe fool you. The all too familiar  "new year, new me" mindset really does drive significant behaviour change (for a few weeks at least). People start booking treatments, buying products, and seeking out experiences that support their resolutions.

For Hawke's Bay businesses in hospitality and wellness, this timing is perfect. Summer visitors are still around, locals have time to actually enjoy what's on offer, and everyone's receptive to messages about renewal and fresh starts.

Making it happen

The trick to nailing Q5 is treating it as strategic rather than accidental. Reserve 10-20% of your December budget specifically for this period. Have creative assets ready to launch immediately after Christmas.

Shift your messaging from gift-giving to self-reward. "Treat yourself" or "Start the year right" resonates because it matches the January mindset.

Retarget your December audiences. Holiday browsers who didn't convert become high-intent prospects in Q5. Gift card holders are particularly valuable - they're actively looking to spend and just need to know where. First-time holiday buyers are ready for their second purchase, which is your chance to turn them into loyal customers rather than one-off transactions.

Use the period to test. Lower advertising costs mean you can experiment with new creative, audience segments, or messaging approaches without the usual financial risk. The insights you gain don't just feed into Q1 - they inform your strategy for the entire year ahead.

The reality

The hard truth is Q5 only works if you plan before the holiday break. That means assets created in December, budgets allocated before Christmas, and campaigns ready to launch on Boxing Day.

You can't retrofit Q5 in early January when you realise you've missed it. The businesses that capitalise on Q5 understand one thing: showing up when others don't isn't opportunistic, it's strategic.

Ready to make Q5 part of your annual strategy? At SP Marketing, we help businesses plan for opportunities others miss.