Act now: capture consumers during Q5

During late December and early January, purchase intent is still high and the time that shoppers spend browsing online can be significantly longer.?In fact:?

41% of festive shoppers surveyed agree that their shopping usually continues past the season*.

A lot of brands miss out on this period that creates growth opportunities for marketers. To capture the?consumers that are still online follow the below ??

1?? Content Marketing Refresh: Refresh your content. Don’t leave the Christmas or holiday creatives on until mid-January, users want newness! Lean into messaging that promotes self-gifting and self-improvements, while consumers are making resolutions for the new year.

2?? Social Media Engagement: Add a Q5 drop in your calendar that aligns with the post-holiday mood. Highlight key milestones, successes, and challenges your brand faced during 2023. This time for reflection will serve as a foundation for crafting a narrative that resonates with your audience.

Encourage audience interaction, creating polls or “ask me any questions” surveys could help you understand what is in consumers’ minds, as now they have the time to share, and as a brand, you now have the time to reflect on the year and create transparency.

3?? Paid Advertising Opportunities: Costs per impression are often less expensive in January, so it's typically more cost effective to reach customers with lead generation campaigns during this time of year. There's also less competition in the auction as big brands have left and delivery deadlines have passed.

Retarget seasonal consumers who visited your business during the last few weeks. Create lookalike audiences and serve them a tailored message just for them.

4?? Email Channel Optimisation: Don’t forget to optimise your automations to guide customers through the post-holiday experience, with an updated on-boarding series, offering valuable content and?updates.

Contrary to popular belief, consumers’ activity online can still be high during this time of the year. People are online for reasons other than work, making this a great time to promote your products and communicate your value proposition. So next year, start working on your Q5 strategy around September or October and don't miss this opportunity!

Itziar Andreu X Qurio Lab