The period running from December 26 to mid-January, often called “Q5” (5th Quarter), is not a pause or cooling-off phase. On the contrary, it’s a unique, distinct shopping season where shoppers are far more decisive, engaged, and ready to spend than at other times of the year.

If you’re slowing down your marketing efforts during this period, you may be leaving significant revenue on the table. Here are 5 customer insights proving why you should stay active during the post-holiday rush, and how you can respond to this demand:

1. Purchase Intent Peaks

During the Q5 period, consumers are literally in “buying mode” and browse with high conversion intent. According to data, 87% of shopping sessions in the post-holiday period result in a purchase. Q5 customers are even more likely to buy than those shopping during the busiest holiday season days.

• How to Take Action: Run “always-on” campaigns to capture your audience when they’re most decisive. Keep your Merchant Center product feeds and structured data up to date to ensure your visibility in Search, Discover, and AI Overviews.

2. Consumers Spend More for Bigger Carts

During Q5, consumers don’t settle for just one small item; they actively spend more and fill their carts. Consumers report that holiday spending peaks after December 25. After this date, people buy more items from more categories than at any other time during the holiday season.

• How to Take Action: Offer clear pricing, strong call-to-actions (CTAs), and a smooth checkout process to capture demand and increase average order value. Leverage loyalty program features to reconnect with your most valuable customers and offer them member-exclusive prices.

3. The Purchase Journey is Far More Complex and Interactive

During Q5, consumers use far more resources and take more actions compared to other periods of the season. This period is the peak of omnichannel shopping behavior. Half of consumers navigate at least 10 different online and offline touchpoints in any given 48-hour timeframe.

• How to Take Action: Maintaining an omnichannel presence is critical. Make sure your brand is visible and consistent across all platforms. Connect your online and in-store experiences with features like “local inventory ads” and “buy online, pick up in store” to serve these informed customers.

4. They Both Treat Themselves and Continue Gifting

While Q5 is famous for “self-treat” shopping, the gifting process for others doesn’t stop either. Even after the holidays, shopping for others is the most important purchase reason; 74% of purchases are made for someone else. At the same time, 60% of consumers say they research products of interest for themselves online during this period.

• How to Take Action: Create dedicated campaigns for consumers wanting to “treat themselves” using gift cards or holiday allowances. Diversify your messaging based on different intents; run themed ads about “belated gifts” or “finding that perfect piece” in parallel for those still shopping for others.

5. Google and YouTube Usage Peaks

When the time comes to make the final decision, consumers turn to trusted sources to research, examine products, and validate their choices. Search is the #1 tool for verifying facts like quality, durability, brand reputation, and good reviews. Consumers rank YouTube first for product reviews. 84% of post-December 25 shoppers use Google or YouTube to make decisions.

• How to Take Action: Sync your Merchant Center product feed with appropriate YouTube campaigns and feature your in-stock products to maximize your promotional impact. Extend your creator partnerships into the Q5 period to integrate with content your customers are already watching.