Most businesses plan for four quarters. I love to plan for Q5 – that time when everyone has lots of wish lists still unfulfilled, gift cards at their fingertips, and is simply ready to treat themselves.
Q5 is the unofficial name for the week between Christmas and New Year’s (and in my opinion for about 2 more weeks into mid-January). It’s that strange stretch of time when no one quite knows what day it is, leftovers are still in the refrigerator, and people suddenly have a little more time to scroll, think, plan, and spend.
And from a marketing perspective, something important happens during that week.
Your customer’s mindset changes!
From Buying for Everyone Else to Thinking About Me
A recent Social Media Today article highlighted Pinterest’s recommendations for marketing during Q5. Pinterest reports increased searches and saves during the week between Christmas and New Year’s, but what people are looking for changes.
Before Christmas, the mindset is largely What do I need to buy, finish, attend, or give?
After Christmas, it starts becoming: What do I want next?
People begin thinking about their homes, health, finances, businesses, careers, travel, organization, routines, and goals for the coming year.
Pinterest recommends that marketers adjust accordingly, moving from gifting to personal use, from holiday celebration to planning, and from seasonal urgency to usefulness.
And while the data comes from Pinterest, I think the lesson is much bigger than Pinterest.
Your Marketing Should Change When Your Customer’s Mindset Changes
This is one of those marketing principles that sounds obvious, but businesses miss it all the time.
We create a campaign, schedule our posts, send our emails, and keep talking about the same thing until the campaign ends.But your customer isn’t standing still.
By December 26, the person who spent the previous month thinking about gifts, parties, school programs, travel, and everything else on the December calendar may suddenly be thinking:
I need to get my finances organized.
I want to spend that gift card I got.
I want to finally tackle that home project.
I need a better plan for my business.
I’m ready to take care of myself.
I want this year to feel different.
Those are completely different conversations. Your marketing should recognize it and pivot.
Don’t Wait Until January to Start Talking About January
This may be the biggest Q5 opportunity for small businesses.
We tend to treat January 1 as the starting line for New Year’s marketing. But your customers may already be thinking about January several days earlier.
That means December 26 through December 31 can become a bridge between your holiday marketing and your January strategy.
Instead of another “Happy Holidays” post, you might begin introducing:
- A problem your customer wants to solve next year
- A service that makes life simpler or more organized
- A resource that helps someone start planning
- A January event, consultation or offer
- Educational content related to a common New Year’s goal
- A question that gets your audience thinking about what they want next
You don’t necessarily need a sale. In fact, for many service businesses, Q5 may be much more effective as a planning and positioning period than a discount period.
Think “Fresh Start,” Not “New Year, New You”
There’s also an important distinction here.
Your marketing doesn’t need to suddenly become a collection of resolutions and “NEW YEAR, NEW YOU!” graphics. Please don’t. We have enough of those.
Instead, think about the real-life mindset behind the New Year.
People are reflecting.
They’re reorganizing.
They’re researching.
They’re making lists.
They’re finally looking into the thing they’ve been putting off – like self-care!
They’re thinking about what worked this year and what needs to change next year.
That’s where helpful marketing can meet them.
Ask yourself: What is my ideal customer thinking about during that quiet week after Christmas, and how can my business help them take the next step?
That’s a much better starting point than, “What should we post on December 28?”
Q5 Is Really a Lesson in Better Marketing
You may never run a Pinterest or Meta ad.
You may never call December 26 through December 31 “Q5” again.
But there’s a bigger marketing lesson here that I think every small business owner should take into the new year: Don’t just plan your marketing around dates. Plan it around people.
What are they experiencing?
What are they thinking about?
What problem has suddenly become more important?
What solutions are they looking for?
What are they ready to do now that they weren’t ready to do two weeks ago?
The best marketing plans aren’t simply calendars filled with posts, emails, and campaigns. They’re built around understanding your customer and showing up with the right message at the right moment in the right space.
And sometimes, one of those moments happens during the week most businesses take off.
Before You Close Out Your Marketing Calendar…
Take another look at December 26–31.
You don’t need six days of promotions. You may only need one thoughtful email, a few well-timed social posts, a helpful resource, or an invitation to start planning for January.
The important part is that your message matches where your customer is mentally.
Because while the calendar may still say December, your customer is already thinking about what’s next. And your marketing should be there to meet them.
Need help figuring out what your Q5 or January marketing should look like?
Book a free 30-minute Marketing Clarity Call. We’ll look at what you’re trying to accomplish, what your customers need to hear, and where your marketing efforts should focus next.
