Why 'Q5' Isn't Just BS | Consumers Break Habits and Gain New Perspectives Around Christmas

The period between Christmas and New Year has long been dismissed as a media dead zone — a time when budgets are exhausted, consumers are distracted, and brands go quiet. We call this Q5, and we're here to tell you it's far more valuable than most marketers realize.

Consumer behavior during this window is unlike any other time of year. People have more leisure time, more disposable income from gifts and returns, and crucially — they're in a mindset of renewal. New year, new habits. This creates an extraordinary window for brands willing to show up.

Our research across key markets shows that purchase intent for categories like fitness, travel, education, and home improvement spikes dramatically in late December and early January. Yet advertising pressure in these categories is at its annual low. The competitive landscape is wide open.

Beyond purchase intent, Q5 is a period of genuine openness to new brands. Consumers who feel they've "earned" their holiday indulgences are receptive to messages about positive change. The emotional context is right. The attention is there. The competition isn't.

The brands winning Q5 aren't simply recycling their holiday campaigns. They're speaking directly to the transition mindset — acknowledging the fresh start energy while offering genuine value. It's a nuanced play, but the returns are measurable and significant.