Have you heard of Q5?

As retail marketers continue to navigate the busiest period in the year they now have new COVID restrictions to contend with. Yet, conversely, this could just be the perfect time for marketers and advertisers to shift their focus on the period beyond Christmas.

Our experts are suggesting setting our sights on those quieter couple of weeks between Christmas and New Year.  Q5 may appear like a lull in the annual retail calendar, when in fact carefully crafted campaigns are likely to benefit from stronger than usual market dynamics.

According to recent research 92% of global consumers have claimed they intend continuing to shop online after Christmas - so whilst Q5 is a period when competition is reduced the intent to purchase is still high.

Historically consumers tend to make the most of this period to spend their gift cards, research new devices that are being launched and determine what lifestyle changes they might want to make for the New Year.  All of which leads to new customer aspirations and purchases. This period is defined by a slightly differentiated mindset - the focus being towards more future-gazing research for products and services that will help consumers’ accomplish those aforementioned New Year’s resolutions.

This year we are likely to see a convergence of dynamics that could make Q5 a bumper period and an excellent lead into Q1 of 2022. The fact that consumers are spending more time at home is key, however, making the most of this period requires building the momentum ahead of time.

Our experts suggest starting early to create the foundations to stay top-of-mind through Q5. This will require establishing targeted audiences to ensure the creative and campaign messaging are tailored and relevant. Defining the most effective ad strategies means testing and learning to compare different campaigns.

We now have the tools to drill down into consumer insights and rapidly establish rich behavioural patterns to inform campaigns, so striking a relevant chord is well within our reach.

A fundamental truth of this period is that whilst consumers are always looking for a deal they tend to be more tuned into making impulse or quicker decisions that could help them on their path to a better New Year. Called the “Why Not” mindset, brands should take advantage of consumers who may be more open to trying something new.

 The festive shopping season will undoubtedly look different this year, but just like consumers, marketers should have their eyes set on what’s ahead. With deals, targeted promotions and tailored messaging, there is a plethora of opportunities to extend the 2021 sales cycle and reach a new group of inspired customers.