'Tis The Season For Q5: How Brands Can Unwrap More Post-Holiday Opportunities
New research from Snapchat and Ipsos reveals how Snapchatters continue shopping after Christmas until the end of January, taking advantage of end-of-year sales and looking at the new year ahead.
The holiday rush may end on Christmas morning, but for Snapchatters (daily users of Snapchat), the shopping spirit doesn’t stop there. Welcome to Q5 — the magical window between Christmas and the end of January when people relax, reset, and keep spending.
To understand Snapchatters' habits during Q5, Snapchat commissioned Ipsos to conduct a global research survey of over 5,711 consumers (13-44yo) across five markets (US, CA, UK, FR, and DE). Here’s a snapshot of the main behaviors:
Far from winding down, 60% of consumers continue shopping after Christmas, 1 and Snapchatters are leading the charge. In fact, 55% of them agree they enjoy shopping between Christmas and the end of January. 1 With gift cards to spend, time off to relax, and budgets planned ahead, Snapchatters see Q5 as their moment to treat themselves and others.
While holiday shopping is focused on finding gifts for loved ones, many consumers see Q5 as a moment to self-indulge. A massive 85% of consumers who made a purchase in Q5 shopped for themselves 1, and it’s also the #1 reason Snapchatters shop during this time. 1 Popular categories range from fashion and beauty to electronics and food — making this one of the most versatile shopping seasons.
Q5 isn’t just about buying — it’s about connection and sharing with loved ones. 87% of Snapchatters use the app the same or more during Q5 compared to other times of the year. 1 They send photos and videos, chat with friends, and post Stories about their celebrations and finds. In fact, New Year’s Eve is the #1 engagement day on Snapchat, 2 making it the perfect moment for brands to connect.
For Snapchatters, January is about starting fresh. 82% made New Year’s resolutions in 2025, with physical, mental health, and financial growth topping the list. 1 From downloading fitness apps to planning major purchases like cars or home upgrades, Q5 is when consumers start mapping out their year — and their spending.
Snapchatters expect brands to join them at this moment. 55% want to see creator content like gift guides, 1 and 47% prefer brand content such as deals and promotions. 1 Q5 offers a unique chance for brands to engage with an audience that’s active, inspired, and ready to shop. On Snapchat, where shopping is as social as it is personal, brands have the chance to be part of the conversation — long after the holiday lights come down.
Want to learn more about the holiday season or Q5 on Snapchat? Contact your Snap Sales team!
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