The festive season may be over, but the opportunities for savvy marketers are just beginning. While many brands slow down, TikTok’s bustling community shifts gears into a period of indulgence, inspiration, and intentional shopping with what has come to be known as Q5. For marketers looking to turn the holiday slowdown into a sales surge, Q5 is a golden moment to captivate audiences and drive meaningful engagement.
Q5 is often overlooked, but its potential is undeniable. According to TikTok, 77% of its users plan to spend as much or more time shopping during this period compared to a typical week. The platform’s unique blend of entertainment and community-driven commerce makes it the perfect playground for marketers aiming to extend their reach and maximise their ROI.
Beyond these statistics, Q5 is characterised by a shift in consumer behavior. With the pressures of holiday gifting behind them, many shoppers embrace a "treat yourself" mindset, making it an ideal time for brands to position their products as essential indulgences or solutions to kickstart the new year. Additionally, this period sees a spike in app usage and content creation, creating fertile ground for both awareness and conversions.
The period between Christmas and New Year is a time of relaxation and reflection, with TikTok users consuming more content than usual. The For You Page is awash with shopping-related videos, from unboxings to reviews of gifts and post-holiday sale finds. This user-generated content not only entertains but also influences purchasing decisions across categories like apparel, tech, and personal care.
Pro Tip: Collaborate with TikTok creators to produce authentic content showcasing your products. Highlight peer-to-peer recommendations, as they are key drivers of engagement and conversions.
Once the gifting season concludes, many consumers shift their focus to self-care and indulgence. A TikTok survey revealed that 63% of users shop for themselves during Q5. Popular categories include essentials like food and personal care, as well as discretionary items like apparel and tech.
Pro Tip: Run targeted campaigns emphasising self-care and indulgence. Use TikTok’s precise audience segmentation to reach users most likely to engage with your offerings.
With new devices gifted during the holidays, Q5 sees a surge in gaming and app downloads. Marketers can capitalise on this trend by promoting apps and leveraging retargeting strategies to encourage deeper in-app engagement.
Pro Tip: Use TikTok’s App Event Optimisation to target users likely to perform valuable actions, such as making in-app purchases or subscribing to premium features.
The turn of the year is a time for setting resolutions and planning for the future. TikTok users look to creators for inspiration and share their goals with the community. Brands that align their messaging with these aspirations can forge meaningful connections.
Pro Tip: Create campaigns that tie your products to popular New Year’s resolutions, such as health, fitness, and travel. Use TikTok’s interactive ad formats to engage users and drive conversions.
As winter sets in, many users turn their thoughts to warmer destinations. Travel-related content on TikTok saw a 410% increase in January 2023 compared to January 2021. This makes Q5 an ideal time for travel brands to showcase destinations and services.
Even as festive videos taper off in January, shopping content continues to peak. With 90% of TikTok users valuing travel and holidaying in the coming year, the platform is a powerful tool for inspiring and influencing purchase decisions.
Q5 on TikTok is a unique opportunity to connect with engaged consumers ready to shop and set intentions for the new year. By understanding user behavior, leveraging creator partnerships, and aligning your campaigns with seasonal trends, you can turn this often-overlooked period into a powerhouse of performance.
Source: https://ads.tiktok.com/business/en-GB/blog/seize-q5-post-shopping-season-opportunity