Emma Male, data cleansing expert at Hopewiser, shares insights on preparing your business for Q5, the high-value sales period between Christmas and New Year.
The festive season is a key time for retailers, but the shopping frenzy doesn’t end on Christmas Day. The post-Christmas period, often referred to as ‘Q5,’ presents a golden opportunity for businesses. According to a recent survey, 41% of shoppers plan to spend during this time, making it an essential window for e-commerce marketers to focus their efforts. However most businesses don’t take advantage of this period and actually pull 
back on their advertising spend, or stop advertising altogether after holiday shipping cut-off dates.
But how can businesses ensure their email campaigns reach the right audience and maximise engagement? The key lies in data preparation. By cleansing and validating your customer databases, you can deliver accurate, timely, and relevant marketing messages that boost sales and protect your brand reputation.
Why Q5 is a Valuable Sales Period and how to maximise your marketing
With fewer campaigns running after 26th December, many marketers may assume that consumer activity slows down after Christmas but the reality is that a significant portion of shoppers are still actively purchasing. In fact, a study in 2022 revealed around 70% of holiday shoppers are planning to shop in the week following Christmas, making it prime time for businesses to engage with consumers who are looking for post-holiday deals or using gift cards.
One of the biggest advantages of Q5 marketing is the significant drop in advertising costs. After the holiday rush, CPM on platforms like Facebook and Instagram can drop by as much as 26% and 33%, respectively, presenting a fantastic opportunity for businesses to reach a wider audience at a lower cost.
Despite the misconception that consumers are less active online after Christmas, data shows they remain highly engaged. For instance, during the week between December 26th, 2022, and January 1st, 2023, the period immediately following Christmas still sees a 29% increase in sessions per campaign compared to the yearly average. Marketers should prioritise this time to maintain a digital presence and connect with consumers who continue to engage with online content especially when competition is lower, advertising costs drop, and consumer demand for post-holiday shopping remains high.
A YouGov Survey revealed that 70% of shoppers planned to buy in the week after Christmas, with women more likely to do so than men. This highlights the importance of maintaining a strong presence during this time, as reduced competition and lower advertising costs offer businesses a chance to reach engaged consumers looking for deals.
Assessing and Preparing Your Data for Q5
After a busy Q4, retailers are often left with a wealth of new customer data. Taking the time to cleanse and maintain this information is important, as accurate and well-organised data allows businesses to better understand their customers and plan future campaigns effectively. A thorough data health check makes sure that valuable insights aren’t lost among inaccuracies or duplications, ultimately turning raw data into profitable opportunities.
Creating a seamless click-to-brick experience is also important for today’s retail landscape. By integrating tools such as store locators into the checkout process, retailers can encourage customers to transition from online shopping to in-store visits, this approach not only increases footfall but also helps enhance the overall shopping experience.
Providing options to return items in-store while promoting exchanges over refunds helps businesses retain sales while building trust and loyalty among customers. When these strategies are combined, they set the stage for stronger customer relationships and greater profitability.
Steps to Ensure Good Customer Relations
The post-holiday season can be overwhelming for shoppers, so maintaining a positive brand image during this period is important for long-term loyalty and success. Implementing features such as direct engagement with customers on social media builds trust and confidence, which can lead to increased sales. Follow-up communication, such as personalised emails or automated messages, also shows customers that their feedback is valued and creates a positive experience.
Offering relevant content through email campaigns also helps maintain customer interest, while hosting events and providing excellent customer support can further develop relationships. Lastly, implementing customer loyalty programs can increase repeat purchases by rewarding long-term customers and showing appreciation for their loyalty.
Importance of data management during Q5
Data management is especially important during Q5, as this sales period presents significant opportunities for businesses to engage with both seasonal and loyal customers. Making sure there is accurate customer information allows businesses to run effective email campaigns, reducing undeliverable messages and increasing conversion rates.
During Q5, when engagement can fluctuate, optimising data-driven insights enables businesses to focus on customers who are still active, making sure their marketing efforts are well-targeted and cost-efficient. Proper data management is key to maintaining strong customer relations and capitalising on reduced advertising costs while preserving brand reputation.
