What is Q5?
Q5 refers to the period after the traditional Q4, from December 25th to mid-January—a time when many brands pause while consumers remain active online. After Christmas, advertising pressure drops significantly and budgets are often exhausted. Yet users have time, attention, and purchase motivation. Vouchers are redeemed, New Year’s resolutions are made, and new products are sought. Especially on platforms like Pinterest, Instagram, and TikTok, search for inspiration and shopping content increases during this period, while CPMs decrease. The result: less competition, cheaper reach, and maximum attention for brands that strategically leverage Q5.
-21% CPMs compared to the pre-Christmas period
After Christmas, many brands put their advertising campaigns on hold, significantly reducing competition for ad space. The result: lower CPMs (cost per thousand impressions), meaning reduced costs per thousand views. For brands, this translates to more reach for less budget. Especially influencer content, which tends to perform better and appear more authentic, achieves above-average visibility at lower costs during this period.
+10% more search queries – consumers remain active
Contrary to the expectation that the post-Christmas shopping frenzy ends, Pinterest shows: Search volume increases by 10% compared to the pre-Christmas period. Users remain active on the platform, seeking inspiration, new routines, and products for the new year. Topics such as self-care, fitness, home improvement, and travel see a boom during this phase. Brands that maintain a presence here reach a curious, planning, and purchase-ready audience.
ChatGPT: +28% more outbound clicks – increased engagement with shopping content
While most brands reduce their budgets, the data shows a clear trend: Outbound clicks on shopping content increase by 28%. Users are more likely to click on products to learn more or make a purchase. This higher engagement rate makes Q5 the perfect time to pair influencer campaigns with clear CTAs, such as “Discover now,” “New Year, New Me,” or “Last chance for the holiday bundle.” The result: more traffic, more conversions, and a strong start to the year for brands that strategically leverage Q5.
Less advertising pressure – more visibility
While many brands pause, active brands secure full attention from their audiences with influencer content.
High authenticity instead of ad fatigue
After an advertising-heavy Q4, users respond more strongly to organic, inspiring content.
Optimal conversion phase
New Year’s resolutions, gift vouchers, and time for self-care: Q5 is the moment when inspiration turns into purchase intent.
Content recycling & paid boosting
Organic influencer content can be perfectly extended as a paid ad, benefiting from lower CPMs and higher ROAS.
