Many brands think the holiday season stops at Christmas Day. In reality, a major shopping period continues into the new year. This phase, called Q5, lasts from the day after Christmas until the end of January. Q5 brings a fresh chance for brands to connect with people who are relaxed, open to spending, and already thinking about their year ahead. New research shows that this period is not a time to pause but a time to engage.
Takeaways 🚀
✅Q5 extends shopping post-Christmas.
✅Consumers prioritize self-indulgent purchases.
✅Snapchat boosts social shopping engagement.
✅January focuses on fresh resolutions.
✅Brands thrive with Q5 strategies.
Snapchat wanted to understand how people shop during Q5. The company worked with Ipsos to survey more than 5,711 consumers aged 13 to 44 across the United States, Canada, United Kingdom, France, and Germany. The survey revealed clear shopping trends and habits during this unique period. Here’s what you need to know to make the most of Q5.
The Shopping Continues After Christmas
Holiday shopping doesn’t end after Christmas. In fact, 60% of consumers keep shopping once the holidays are over. Snapchat users are even more engaged, with 55% saying they enjoy buying between Christmas and the end of January.
Why does shopping continue? Many people get cash or gift cards as presents and want to use them right away. Time off from work and school gives shoppers more free moments to browse and buy. Without the stress of buying gifts for others, shoppers become more focused on what they want for themselves. Brands that understand this mindset can catch new customers as they shift from giving to self-care.
A Season for Self-Indulgence
While the holidays focus on giving, Q5 is all about treating yourself. An impressive 85% of those who shop during Q5 do it mainly for themselves. For Snapchatters, buying something special for themselves is the top motivation.
Shoppers pick up a wide range of products, from clothes and beauty items to gadgets and food. Q5 offers brands the perfect time to market anything connected to self-improvement, comfort, or fun. Shoppers in this season want more than deals—they look for items that support their personal goals.
Social Shopping and Connection on Snapchat
Q5 offers more than good bargains—it’s a time for friends to connect and share. People use this period to catch up with family, share holiday moments, and show off new purchases. Snapchat plays a big part in these interactions. During Q5, 87% of Snapchat users log in as much, or even more, than usual.
They send photos and videos, chat with friends, and post Stories about their celebrations and shopping discoveries. New Year’s Eve brings a peak in Snapchat activity, making it the best day for brand engagement on the app. Brands that join these lively conversations can turn regular ads into memorable social experiences.
New Year, New Aspirations
January always brings a focus on new beginnings. The study found that 82% of Snapchat users set New Year’s resolutions. Most of these goals focus on health, happiness, or money.
This fresh outlook shapes how people spend their money. During Q5, shoppers start making purchases to support their personal goals for the year—whether it’s a fitness app, workout gear, or something big like a car or home upgrade. Brands that match their message to these goals can build strong connections with people planning for the future.
Why Brands Should Engage During Q5
Snapchatters are not just active—they want brands to be part of their Q5 experience. About 55% say they enjoy creator content like gift guides or product reviews. Another 47% look for branded deals and promotions.
Q5 is a rare chance to engage customers who feel motivated and ready to shop. On Snapchat, shopping is personal and social. Brands that meet these shoppers where they are can build loyalty that lasts beyond the holidays. Tap into the Q5 mindset and help shoppers start the year strong.
