November 15, 2022
November 15, 2022

Q5: The Post-Shopping-Season Opportunity

When it comes to unique business opportunities, Q5 is the gift that keeps on giving

Pivotal events and campaign considerations around Q5

Beginning on the last shipping date before Christmas, this often-untapped moment follows the peak of the shopping season period. And as supply chain disruptions continue and consumers are increasingly looking for better deals during a time of economic uncertainty, earlier shopping is leading to earlier shipping. The Q5 window has grown over the past few years, now continuing through the new year into January.

Given that Q5 continues to expand, this year may prove to be a greater opportunity than ever. Previous years have seen a significant decline in CPMs compared to the holiday season’s peak.1 Now, however, extending campaigns through January isn’t just a way to save on your marketing budget — it’s also a strategy for advertisers to reach ready and waiting audiences in Q5.

Formula that brings about Favorable Auction & New Customer Acquisition Opportunity
A Unique Business Opportunity

Coupled with inflation, supply chain disruptions have had a major impact on consumer habits, with 68% of consumers saying they plan to start their holiday shopping earlier this year.2 So, as more and more shoppers are searching for better deals, early and last-minute purchases are expanding the gifting season on either side of the traditional Q4 shopping period. This follows the trend from 2021, when more than 1 in 2 consumers said they lowered their expectations for timely shipping, and 95% of merchants adjusted their planning in response to market conditions.2

For brands, this disruption equals opportunity. Based on past and present insight, an earlier shopping season frees up advertising inventory while releasing the auction sooner, so advertisers can capitalize on reduced competition at a more efficient CPM.

CPM ($) movement November 2022 through January 2023

Targeting Q5 doesn’t just mean brands save on their advertising budget — it also means they can reach much larger audiences. For example, Christmas Day sees a significant rise in mobile-device activation among Snapchatters,3 along with a surge in app installations to prepare for the new year.4 Q5 shows particularly high consumer intent around self-improvement, such as health, wellness, and fitness, finance, career and education, and hobbies.5

363M DAU - Snapchat reaches 75% of millennials and Gen Z
Snapchat Is the Place to Be Live in Q5

The Snapchat Generation demonstrates high intent during Q5 — and the opportunity for brands on Snapchat to tap into this influential audience is significant.
With 363 million daily active users worldwide,6 reaching 75% of millennials and Gen Z,7 Snapchat is the place to be this Q5.

The Golden Rules of Q5

Diversify your ad formats.
  • We know that multi-product campaigns drive better results, increase efficiency and improve performance.     

Take advantage of app installs reaching an all-time high during Q5.
  • Expand your targeting to reach new user demographics who might be looking for new apps for their “New year, new me — why not?” mindset. 

Let us do the heavy lifting for you.
  • Use dynamic Auto-Bidding to help manage your campaigns throughout Q5.

Measure what matters, iterate, and optimize.
  • Find out what's working with our measurement tools, test, learn, and optimize your ad campaigns to reach your goals.

Creative Best Practices for Q5

Test (and learn!) ahead of time.
  • Use Snapchat’s Campaign Lab A/B testing and other tools.

Tailor your creative. 
  • Seasonally relevant content drives engagement.

Early UVP- establish value proposition as early as the 1st second of the ad
  • Enhance your message takeaway with immediate value props like featuring your brand logo or landing key messaging with minimal text. 

Adjust your messaging. 
  • Consumers may be more receptive to motivational and inspirational language, especially around achieving or reaching new goals in their “New year, new me — why not?” mindset.

Align your CTAs with seasonal moments.
  • Inspire action for enhanced engagement.

Let's Go!

Q5 isn’t just about lowering advertising costs or more favorable ad auctions — it’s also a tentpole moment for the post-shopping-season and a huge opportunity for brands to target eager consumers. And with the seasonal surge in app installs and high consumer intent around the new year, particularly among the Snapchat Generation, brands should take advantage of Q5 to finish 2022 off with a bang — and ring in 2023 with a head start.
Start your planning now! Execute your campaign to maximize opportunities in Q5.

1 Consumer Insights Q4 and Q5, 2021–2022. Timeframes for Holiday (Nov. 22–Dec. 25, 2021) and Q5 (Dec. 26, 2021–Jan. 15, 2022).
2 Ware2Go Newsletter, “2022 Peak Trends,” Aug. 18, 2022,
3 Snap Inc. internal data Q4 2019 and Q1 2020
4 Base: Total US Snapchatters (Weighted n=549, Unweighted n=796)
QC4: Which of the following do you plan to do in preparation for the new year?
5 Base: Total US Shoppers (Weighted n = 1500, Unweighted n = 1500)
QC4: Which of the following do you plan to do in preparation for the new year? Base: Total Snapchatters Who Set Goals (Weighted n=308, Unweighted n=437), Total Other Social App Users Who Set Goals (Weighted n=389, Unweighted n=297), Gen Zers Who Set Goals (Weighted n=435, Unweighted n=383), Millennials Who Set Goals (Weighted n=345, Unweighted n=406)
QC4a: Which of the following types of goals do you plan to set for the upcoming year?
6 Snap Inc. internal data Q3 2022 vs. Q3 2021. See Snap Inc. public filings with the SEC.
7 Snap Inc. internal data Q4 2020. Percentages calculated by dividing addressable reach by relevant census figures. Millennials and Gen Z are defined as between 13 and 34 years of age. Addressable reach, location, and age data are subject to limitations.See for details.