Shopping intention remains high

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Another phenomenon is that the purchase intention does not decrease immediately. It continues for a longer period and probably decreases evenly in January. In Q5, people still partly stick to their old behavior. According to research , 92% continue to shop a lot after the holidays. META conducted a similar study in which 41% of buyers indicated that they would continue their buying behavior after the holidays until mid-January.

3. Gift cards are issued
No gift inspiration? Then gift cards are quickly reached for. This is also a frequently given gift during the holidays. Some of these gift cards are spent in the short term. Research among australia phone number library TikTok users showed that 32% redeem gift cards in Q5 (TikTok Playbook Q5 campaigns, 2023). If you are visible at the right time with relevant products, there is a chance that gift cards will be issued with you in Q5.



4. Good intention and new purchase intention
The new year is just around the corner, the moment when many people start eating healthy(ier), start exercising or have other good intentions. Brands in e-commerce, fitness and nutrition in particular benefit from this. For example, gym memberships are taken out, new sports outfits are ordered, blenders for the healthiest smoothies and drinking bottles to drink more water again. And these are just a few examples.

Effective deployment in Q5
After the Christmas rush, competition on online advertising channels decreases drastically. CPM (cost per 1,000 impressions) and CPC (cost per click) decrease after the hectic period before. For example, Snap Inc. sees CPMs down 44% compared to the Black Friday peak . Social media usage may even be higher than in Q4, which means there is a huge amount of engagement in Q5. Furthermore, purchase intent remains high and there are some great opportunities for brands to capitalize on.