If you thought the holidays were over once the Christmas lights came down, think again. Welcome to Q5 — that magical window between December 26 and January 7 where savvy D2C brands quietly pull in massive revenue while everyone else is sipping eggnog and mentally logging off.

Yes, you read that right. Q5 is not a typo. It’s not a marketing gimmick. It’s the post-holiday shopping surge that gets almost no attention — and yet, it’s one of the most profitable periods of the year.

So why do most brands miss it? And more importantly, how can you turn this overlooked week into a growth engine that carries you into 2026?

Why Q5 Exists (And Why You Should Care)

The concept is simple: after Christmas, consumers are not done spending. Gift cards need redeeming. New tech needs accessories. Cold-weather gear is still relevant. And let’s be real — a lot of people just got paid or are returning items that need replacing.

This is why post-holiday demand is surging while competition is lower. Many brands assume “the year is over” and pause campaigns entirely, leaving cheaper CPMs and high-intent shoppers on the table. Meanwhile, platforms like Meta and Google continue optimizing for those ready-to-buy consumers, just like they do during Black Friday, but without the insane auction pressure.

Think of it as Black Friday, but without the chaos — exactly why it’s the perfect opportunity to scale efficiently.

How to Take Advantage of Q5

1. Keep Prospecting Live

Top-of-funnel audiences are still active. Shoppers are exploring, comparing, and clicking. Use the insights you gathered during the Great December CPA Drop to target high-intent segments who are ready to spend post-holiday.

2. Launch Targeted Promotions

Think gift cards, New Year’s resolutions, or “oops-I-returned-my-pet-gift” campaigns. Consumers love contextually relevant messaging, and this is the prime week for conversion-focused creative. Our Creative Strategy D2C blog dives into how emotional and timely creative drives results, which is exactly what works in Q5.

3. Double Down on Channels That Convert

Google’s AI Search updates and Performance Max campaigns can be leveraged for top-funnel discovery, while Meta’s Advantage campaigns handle mid- to bottom-funnel conversions. Add YouTube and emerging platforms like TikTok for awareness. This multi-channel approach, which we explored in our 2025 D2C niche blogs, maximizes reach without overspending.

4. Optimize, Don’t Pause

Even if you’re seeing strong results, now is not the time to coast. Monitor CTRs, update your ad creative, and iterate on messaging. Low competition and post-holiday intent give your campaigns maximum leverage at minimal cost.

Why Most Brands Miss Q5

• They think the holidays are “over” after December 25.
  
• They cut budgets during a period of peak efficiency.
  
• They don’t align creative with post-holiday behaviors like gift card redemption, returns, or self-gifting.
  

If you avoid these pitfalls, Q5 can be a goldmine. If you don’t, it’s like leaving presents under the tree… except the presents are actual revenue.

TL;DR

Q5, the period from December 26 to January 7, is one of the most profitable windows of the year. Consumer intent remains high, CPMs drop, and many brands pause campaigns out of assumption rather than strategy. Smart brands leverage post-holiday demand, refresh creative, and optimize multi-channel campaigns to capture inexpensive, high-intent traffic. Treat Q5 like a bonus Black Friday — a week where proper strategy equals measurable revenue and sets the stage for a strong 2026.

Final Take: Don’t Sleep on Q5

If you’ve already navigated BFCM, leveraged December CPA drops, and explored emerging D2C niches, Q5 is your chance to close the year strong and enter 2026 with warm, engaged audiences.

Want help planning Q5 campaigns with creative that converts, optimized media strategies, and multi-channel orchestration? That’s exactly what we do at Good On — turning post-holiday calm into serious growth.