How to win in the 5th quarter!

Today I want to talk about a marketing window that most teams overlook — but absolutely shouldn’t: the week between Christmas and New Year’s, what a lot of marketers call “Q5.”

Everyone thinks once the gifts are opened, the big sales moment is over. But across social platforms, that week is one of the most active periods of the entire year. People are off work, they’re scrolling more, and they’re still spending. Over half of weekly users on major platforms continue buying online from December 26th through the 31st, and a huge portion keep shopping in-store, too. It’s basically an extra sales window hiding in plain sight.

What makes Q5 so interesting is how user behavior shifts. People aren’t searching for gifts anymore. Instead, they’re moving into two modes: “make my gatherings better” and “treat myself.” According to a recent Pinterest Study, there is a huge spike in searches and content engagement around food, drinks, outfits, and anything that elevates New Year’s plans — like “NYE cocktails” going up nearly 10x. At the same time, people start buying for themselves again. Health and beauty trends surge as people crave self-care resets before starting a new year.

Now here’s where it gets even more interesting from a marketing perspective: decision fatigue. After weeks of shopping and planning, people are tired of making choices — but they’re still looking for inspiration. That’s why visually-led, discovery-based content performs so well during this week.

Instead of asking users to think hard or search for the perfect phrase, you meet them with easy-to-consume, visually clear ideas.

So even though the original study was about Pinterest, the takeaway applies everywhere. Q5 is a massive opportunity across all social platforms. Engagement is high, people are relaxed, they're inspired, and they're still in a buying mindset — but the type of content they respond to shifts. If brands show up with helpful, aspirational, visually intuitive content, they can end the year strong and walk straight into January momentum instead of starting from zero.

If you’re planning content for that window, lean into:

So, when everyone else is powering down for the year, remember this: Q5 is one of the best times to capture attention, drive sales, and set the tone for the year ahead. Most brands treat it like a quiet week — but it’s actually one of the most active weeks of the entire year. If you show up, you win.