With Black Friday and Cyber Monday deals ending, don't underestimate the potential of Q5 as the last chance to boost sales, capture gift card spending, and make the most of return-fueled purchases. 

Q5 is the time after Christmas until early/mid January, so before thinking about plans for vacation, let’s dig into some benefits and advantages we can take from this period to benefit your business.

1. Less competition during Q5.
Most marketing budgets go towards Black Friday and Christmas campaigns, so the Q5 period comes with limited resources for most businesses.
2. Since the competition is lower, the CPAs are lower in this period.

CPM on BF

CPM on Q5

3. People are still shopping after Christmas, whether they are claiming their gift cards, or taking advantage of holiday sales and promotions.

4. Consumers are still active online. Be mindful that engagement will be significantly low starting with January, since people can be away for the holiday season, but if the reduced costs can compensate for the decreased engagement (this can be measured in ROI), a sales campaign is right for you.

So if you plan for a post Christmas campaign, keep in mind the fact that the market has some advantages this period.