Inner Sircle

Today I want to talk about a marketing window that most teams overlook — but absolutely shouldn’t: the week between Christmas and New Year’s, what a lot of marketers call “Q5.” Everyone thinks once the gifts are opened, the big sales moment is over. But across social platforms, that week is one of the most active periods of the entire year. People are off work, they’re scrolling more, and they’re still spending. Over half of weekly users on major platforms continue buying online from December 26th through the 31st, and a huge portion keep shopping in-store, too. It’s basically an extra sales window hiding in plain sight.What makes Q5 so interesting is how user behavior shifts. People aren’t searching for gifts anymore. Instead, they’re moving into two modes: “make my gatherings better” and “treat myself.” According to a recent Pinterest Study, there is a huge spike in searches and content engagement around food, drinks, outfits, and anything that elevates New Year’s plans — like “NYE cocktails” going up nearl