It’s understandable why the Q5 slips under the radar. It doesn’t quite fit into Q4, but still exists in that strange limbo before Q1 really kicks off. But while everyone eats their body weight in minced meat pie and takes long leave after the holiday season, retailers still have a great opportunity to boost sales.
In fact, Q5 is creating a perfect storm for savvy advertisers: less competition as many brands stop their campaigns after Christmas, coupled with more engagement as consumers spend a lot of time online consuming content and shopping Boxing Day sales (both online and in-store) ).
That means – if you plan accordingly for Q5 – you can hit just the right time to scale campaigns at a lower cost per click.
Here’s how to make the most of Q5 this year.
Boxing Day: Promote sales and final offers
While Boxing Day 2021 revenues fell significantly due to concerns about the Omicron variant hindering in-person shopping, they may experience a resurgence this year. That’s because the cost of living crisis and a possible recession will push people to look for deals and sales.
Two-thirds of Britons say inflation will affect their Christmas shopping this year, according to YouGov. Many even wait until Boxing Day to make major purchases to cut costs.
Skimlinks data from 2021 shows that electronics are especially popular Boxing Day buys: TVs, washing machines, hair dryers and electric toothbrushes were all in the top 10 most bought items on the network last Boxing Day. Overstocked seasonal items such as skincare gift sets and beauty advent calendars were also popular, as people treated themselves to heavily discounted products on post-holiday sales.
So as the Christmas shipping deadlines pass, retailers can shift to promoting their year-end deals and latest seasonal offers. For example, brands can use campaign language such as “last chance” or “last clearance” to create a sense of urgency and motivate buyers to convert.
Take, for example, British furniture retailer Danetti. The brand offered a 15% discount on all beds and mattresses to boost sales after Christmas:
Retailers can also use retargeting methods to reach consumers who previously engaged with their content and products but didn’t take the plunge to buy at full price. For example, you could launch an ad that says, “Still keeping an eye out [Product]? Buy it now with a 20% discount.”
New Year’s Eve: Showcase your products in year-end roundups
Even after Boxing Day, the festive season isn’t over. There is still an opportunity to create festive campaigns around New Year celebrations. For example, you can launch sponsored content about New Year’s Eve outfit inspirations, gift guides, or party recipes.
The period between Christmas and New Year is also a good time to publish end-of-year reviews of your best-selling products. If you don’t create your own content, you can work with publishers to ensure your products are featured in their ecommerce-focused year-end posts. For example, a skincare brand might partner with a trusted beauty publisher to be included in their “Best Skincare Products of the Year” list.
There’s no need to start from scratch, either: According to data from Skimlinks, only three of the top 10 highest revenue-generating articles on December 26, 2021 contain “Boxing Day” as a keyword. The rest was evergreen content, such as buying guides, reused for the event.
Marie Claire UK launched a similar article in 2021, including affiliate links from brand partners:
New Year’s Day and January: Talk about New Year’s resolutions
Heading into the new year, advertisers can share content with themes focused on refreshing, resetting and organizing for 2023. The Taboola Creative Shop – a global team of expert analysts, copywriters and designers – found that the most successful ads during this period included bright images, ambitious messages and a focus on housewares, winter cleaning and organization, DIY and fitness products.
Brands whose products align with these themes can be successful by promoting how their products can help customers achieve their New Year’s resolutions. This can even apply to financing products like insurance: people may want to insure new items they bought over the holidays, or just want to get more organized with new life, health, or car insurance policies.
A good example of a brand using this type of strategy is VAHA, a German maker of smart fitness mirrors, which used sponsored content to boost sales in January 2021. Moving beyond search and social media, VAHA partnered with Taboola to launch native campaigns in premium publisher sites, targeting consumers looking to get fit in the new year. They used retargeting tools to reach people who were already engaging with their content on other channels to drive them to convert. As a result, VAHA delivered 2x higher conversion, 338% more engaged site visits and 112% lower CPC than search and social media.
When building campaigns for the fifth quarter, it’s also important to consider that customer behavior is different this time of year as people move out of their normal routines. Based on Taboola data from January 2022, brands have the opportunity to show ads later in the day — between 8 p.m. and midnight — when spend is lower, but click-through rates and engagement are still high.
Use Q5 to keep driving conversions
The festive season isn’t over after December 25 – or even January 1. Boxing Day, New Year’s Day and the following weeks will allow advertisers to launch targeted campaigns that align widely with customer behavior and interests, benefiting from reduced competition if most marketers take the opportunity to take a break.
Especially as concerns about inflation and a recession mount, shoppers will look for deals so they can buy gifts without breaking the bank. With the right data and creative strategies, savvy retailers can provide these customers with relevant content in Q5 and set them up for success in the new year.