Black Friday and Christmas drive sales up. But the customers you acquire during this period are also the ones you paid the most to reach. And many won’t return after their first purchase. A well-planned Q5 strategy helps you bring them back and make that investment pay off.
A discount, a gift to find, delivery before Christmas: these motivations drive purchases without necessarily building loyalty. Once the holidays are over, the revenue is there, but profitability may still need work.
The next opportunity starts on December 26. During Q5, the window between Christmas and mid-January, advertising competition eases while consumers keep shopping. Gift cards to spend, a little self-gifting, New Year’s resolutions: motivations change. Your campaigns need to adapt.
But making the most of this window takes preparation. This guide explains how to build your Q5 strategy: segment your holiday shoppers, check your tracking and prepare your audiences and creatives before Christmas. t then shows you how to combine acquisition and re-engagement across web and app, and keep the momentum going through the winter sales and Valentine’s Day.
The goal: make your holiday marketing investment pay off by driving repeat purchases, without relying on constant discounts or overwhelming your customers with ads.
Whether you’re planning your holiday campaigns or looking to increase repeat purchases, this guide gives you a practical method, campaign examples and an action plan from December to February. It follows one principle: measure customer value over several months, beyond first-purchase ROAS.
Key takeaways from the guide
This white paper helps you:
- Identify the three types of holiday shoppers and tailor your messages to their motivations
- Prepare your data, audiences, exclusions and creatives before December 26
- Make the most of Q5 to re-engage existing customers and acquire new ones at a lower costt
- Combine retargeting, lookalike audiences and fresh creatives across web and app
- Adjust your campaigns and budgets throughout Q5, the winter sales and Valentine’s Day
- Measure repeat purchase rate, customer value and the sales your campaigns actually generate
