The Acceler8 Labs
Q5 Playbook
Dive into our 2025 playbook and ignite the biggest Q5 your brand has ever seen.
Table of Contents
Turning the Hidden Quarter into Your Strategic Advantage
Welcome to Acceler8’s ultimate Q5 playbook — your strategic guide to maximizing that often forgotten “hidden quarter” between December 26th and mid-January.
While other brands wind down after BFCM, smart marketers know this period offers unique opportunities for growth, transformation, and revenue.
This isn’t about last-minute holiday sales, in this playbook we’ll show you how to leverage lower ad costs, engaged audiences, and reduced competition to drive real results.
From gift card optimization to platform migrations, we’re sharing the key tactical insights from our clients that you need to make Q5 into your competitive advantage.
These tested strategies cover everything from immediate revenue drivers like returns management and loyalty programs, to strategic initiatives like tech stack optimization and creative testing.
No matter what your Q5 looks like, there’s actionable info you’ll need to know. Each strategy is carefully timed to capitalize on Q5’s distinct phases, building your brand a foundation for sustained success well into 2025 and beyond.
So let’s roll up our sleeves and start Q5 your best quarter yet!
Understanding Your Q5 Opportunity
Before we dive into specific strategies, let’s talk about what makes Q5 special for your brand. The truth is, there’s no one-size-fits-all approach to this hidden quarter – your strategy needs to align perfectly with your vertical and your customers’ mindset during this unique period.
Think about it: while your customers are unwrapping presents and scrolling through their phones during holiday downtime, they’re in two very different headspaces.
Some are fired up about New Year’s resolutions, ready to transform their lives with fitness gear, beauty products, or productivity tools. Others are browsing lazily, perhaps planning to return that sweater that didn’t quite fit, or wondering how to spend their gift cards.
This creates two distinct opportunities for brands. If you’re in the wellness, fitness, or personal development space, you’re looking at a perfect storm of high intent and low ad costs.
But if you’re in fashion, home goods, or general retail, you’ve got a different kind of opportunity – a quieter period perfect for the strategic improvements that are too risky during peak seasons.
Let’s break down exactly what this means for both types of brands…
Resolution Brands
No question about it: Q5 is your moment to shine. With consumer attention focused on transformation and self-improvement, brands in fitness, wellness, beauty, and personal development see their highest intent traffic of the year.
Capitalize on significantly lower CPMs while engagement remains high. Your audience is actively searching for solutions, making this the perfect time to scale acquisition and build momentum for Q1. Smart brands combine this intent with reduced ad costs to drive unprecedented growth.
Key verticals that thrive in Q5:
- Fitness/Health
- Beauty/Wellness
- Financial Services
- Professional Development
- Health Tech
- Productivity Tools
Strategic Planners
This is your chance to implement strategic changes while competition and traffic naturally dip. Fashion, home goods, and general retail brands can use this period to strengthen their foundation for 2024.
Focus on platform migrations, tech stack improvements, and team training without risking peak-season revenue. Use this period to analyze holiday performance, implement customer feedback, and optimize your infrastructure.
Key activities for Q5:
- Platform Migrations
- Creative Testing
- Team Training
- Data Analysis
- Process Optimization
Timeline Planning Based on Type
Resolution Brands
- December 26-31: Gift card activation and returns management
- January 1-7: Peak resolution campaign period
- January 8-21: Habit-building content and community engagement
- January 22-February: Long-term retention and success stories
Strategic Planners
- December 26-31: Post-holiday analysis and planning
- January 1-7: Light maintenance and testing
- January 8-21: Major platform updates and migrations
- January 22-February: New system optimization and team training
Setting Your Q5 Success Metrics
Resolution Brands
- Customer Acquisition Cost (CAC) vs. BFCM period
- New customer to loyalty program conversion rate
- Resolution-content engagement rates
- Q1 retention metrics
- Year-over-year Q5 revenue growth
Strategic Planners
- Platform migration success rate
- System performance improvements
- Team training completion rates
- Customer service response times
- Q1 operational cost savings
💬 INSIDER INFO:
🔍 INSIDER INFO: According to TikTok internal data, 96% of users are actively pursuing specific goals during Q5, with platform engagement increasing 25% above Q4 averages. For non-resolution brands, historical data shows platform migrations during Q5 have 40% fewer customer service issues than peak season changes.
The Perfect Time for Technical Evolution
Choose Your Migration Moment
Q5’s sweet spot falls between January 8-21, when holiday returns slow down but before Valentine’s Day planning begins.
If you’re moving to Shopify Plus or implementing new tech, run your pre-migration testing in early January when traffic is lightest.
Execute major changes during lowest traffic hours (typically 2-6am EST), and always maintain gift card functionality during the transition.
Keep your previous system as a backup until you’ve verified all customer data and integrations are working perfectly.
Smart Site Speed Strategy
Start by eliminating unnecessary apps and scripts that built up during BFCM.
Run a full speed audit focusing on your mobile experience – if pages take more than 3 seconds to load, you’re losing Q5 gift card shoppers.
Optimize your images, reduce third-party apps to the essentials, and clean up any unused code before implementing new features.
AI Support Enhancement
Transform your customer service capabilities while volume is lower. Implement AI chatbots to handle common gift card and return inquiries, freeing your team for complex issues.
Test automated return processing and smart product recommendations now, so they’re running smoothly when traffic picks up for Valentine’s Day.
Attribution Framework Setup
Use this period to implement proper tracking for the year ahead.
Connect your analytics across platforms, set up enhanced conversion tracking, and establish your Q1 baseline metrics.
Focus especially on gift card redemption flows and return-to-purchase pathways – these insights will be crucial for your 2024 strategy.
Maximize Your Q5 Revenue Opportunity
While other brands wind down their ad spend after BFCM, smart marketers know Q5 offers unique advantages for customer acquisition and revenue growth.
Here’s 2 key ways to capitalize on this hidden opportunity.
Boost ROAS with Lower CPMs
Meta CPMs drop 28% during the last week of December, with costs staying lower through mid-January.
Double down on your best-performing BFCM audiences while competitors pause spending.
Focus particularly on retargeting holiday shoppers and gift card recipients – they’re actively looking to spend during this period.
Phase Your Creative Strategy
Align your messaging with distinct Q5 phases for maximum impact.
December 26-31 focuses on gift cards and returns, January 1-15 tackles resolutions and transformation content, and January 15 onward builds long-term habits.
Create dedicated creative sets for each phase, testing and optimizing as you move through the period.
Optimize Your Q5 Shopping Experience
Gift card holders typically spend 20% above their card value – make it easy for them to spend more. Implement smart product bundles, show “frequently bought together” items, and highlight complementary products directly in the cart.
Test different upsell thresholds, like free shipping at 20% above gift card value, or bonus loyalty points for spending beyond the card amount.
Focus on streamlining the path to checkout. Remove unnecessary form fields, enable express checkout options, and ensure gift card balance checking is prominently displayed.
For returns, implement instant store credit options with a bonus percentage to encourage immediate repurchase.
Maximize Product Page Conversions
Q5 shoppers are far more research-oriented than BFCM buyers.
To capture these considerate shoppers, build trust by showcasing social proof prominently with apps like MOAST or Yotpo.
Display recent purchases, real-time visitor counts, and authentic customer photos. For resolution-focused verticals, highlight “success story” reviews that align with New Year’s goals.
Take it to the next level and test adding urgency elements like inventory counters or limited-time bonus offers, but avoid aggressive BFCM-style tactics: people are tired of being marketed to at this time of year.
Q5 customers respond better to value-focused messaging than scarcity plays. Use dynamic pricing displays to show the value of bundles or complementary items when purchased together.
📦 INSIDER INFO:
According to Shopify, 91% of shoppers read at least one review before making a purchase. During Q5, when gift card holders are exploring new brands, social proof becomes even more crucial for conversion.
Go all In On Your Mobile Experience
Q5 shoppers are browsing more on mobile devices during their holiday downtime. Prioritize your mobile navigation, especially for gift card holders and returners who need quick access to account features.
Ensure your mobile checkout is frictionless – reduce form fields, enable digital wallet payments, and make gift card balance checks instant and obvious.
Test your mobile experience across multiple devices, focusing on iOS and Android differences. Pay special attention to product image galleries, size charts, and any interactive elements that might frustrate mobile users.
Remember: a clunky mobile experience during Q5 doesn’t just cost you one sale – it costs you a potential long-term customer.
INSIDER INFO:
INSIDER INFO:According to an Epsilon study, 80% of consumers are more likely to make a purchase when brands offer personalized experiences. By integrating tools like Nosto or Yotpo into your Shopify store, you can easily implement personalized recommendations and UGC displays, significantly boosting your BFCM conversion rates.
Power Up Your Customer Service
Transform your support capabilities with Gorgias during Q5’s high-intent period. Set up automated responses for common gift card and return queries, but keep responses personal and helpful.
Use AI to route complex issues to your best agents while handling routine questions automatically.
Create specific automations for Q5 scenarios like “check gift card balance” or “start return process.”
Configure smart order lookup and proactive shipping updates to reduce support tickets.
Enable customers to initiate returns through self-service, but maintain the option to connect with a real person when needed. Your Q5 support experience often determines whether a gift card holder
Start practicing Email & SMS excellence
Email marketing and SMS marketing become even more crucial during Q5, when customers are actively engaging with gift cards, planning resolutions, and making returns.
By crafting targeted flows for each Q5 phase, you’ll turn these interactions into long-term relationships.
Create distinct communication paths for different Q5 audiences:
- Gift card holders receive balance updates and personalized product recommendations
- Returns customers get exchange suggestions and bonus credit offers
- Resolution buyers receive goal-tracking content and community highlights
- Holiday shoppers see new year launches and loyalty program benefits
Implement SMS for time-sensitive updates like flash sales on exchanged inventory, gift card reminders, and exclusive Q1 previews. Be mindful of the customer journey and don’t overwhelm with “spammy” campaigns.
Use email for deeper storytelling around resolutions, customer success highlights, and detailed product education targeted to specific segments, don’t “spray and pray” the same creatives and content to your entire list.
INSIDER INFO:
INSIDER INFO:Email marketing doesn’t just stop at your list. With trusted partners like Klavyio you can use your Email and SMS contacts to integrate seamlessly with our other partners Shopify and Meta for seamless and instant audience sharing. This “1-to-1” targeting can be unrivaled in it’s value to your campaigns.
Maximize your Q5 revenue opportunities
Q5 offers a rare opportunity: high user engagement with significantly lower ad costs.
Meta CPMs drop 28% during the last week of December, while TikTok sees a 25% increase in engagement with top hashtags.
Target your best-performing BFCM audiences across platforms while competitors sleep, but adjust your strategy for each:
- Meta: Focus on retargeting holiday shoppers and gift card holders
- TikTok: Capitalize on increased resolution-focused browsing
- Google: Maintain presence on high-intent search terms while costs are down
Creative Strategy by Q5 Phase
Gift Card & Returns Period
December 26-31:
Your gift card holders are ready to spend and returners are looking to exchange. Focus creative on:
- “Treat yourself” messaging for gift card holders
- Bundle offerings that make gift cards go further
- Easy exchange options with bonus store credit
- Last chance end-of-year offers
Resolution & Transformation
January 1-15:
Peak “New Year, New You” period requires different creative approaches, so include creatives like:
- Success story content from existing customers
- Resolution-focused product benefits
- Goal-setting and achievement themes
- Community and support messaging
- How-to’s, reviews and unboxings
Long-term Habit Building
January 15-February:
Transition from motivation to sustainable habits by re-enforcing the value of the customer’s purchase:
- Progress tracking and milestone content
- Community success stories
- Loyalty program benefits
- Long-term value propositions
Maximize cart value with every purchase
Unlike BFCM’s discount-driven purchasing, Q5 offers unique opportunities for higher-value sales. Gift card holders typically spend above their balance, while resolution-makers invest in long-term solutions.
Create thoughtful product bundles that solve complete customer needs – pair fitness equipment with training guides, or build “New Year, New Routine” collections that emphasize transformation over savings.
Instead of highlighting how far a gift card will go, showcase what a small additional investment unlocks.
Display premium options prominently and integrate your loyalty program to reward higher cart values during Q5. Offer bonus points for spending above gift card amounts, turning immediate purchases into long-term customer relationships.
INSIDER INFO:
According to the National Retail Federation, gift card holders spend on average 20% more than their card’s value. Q5 shoppers are also 47% more likely to take advantage of value-add promotions versus straight discounts. it’s value to your campaigns.
Think about a Q5 creative refresh
Drive Engagement with Q5 Visual Assets
Transform your holiday content strategy into a resolution-focused narrative. Create short-form videos showing product “transformation” stories, customer success highlights, and behind-the-scenes looks at resolution journeys.
Keep production quality authentic rather than polished – Q5 audiences respond better to realistic goals than perfect scenarios.
Build Community Through UGC
Turn your Q5 customers into content creators. Launch branded hashtag campaigns around resolution themes, encourage gift card unboxing content, and spotlight customer progress stories.
Create specific prompts for each Q5 phase – from “Best Gift Ever” in late December to “First Win” stories in mid-January.
INSIDER INFO:
INSIDER INFO:TikTok data shows video views of top 100 hashtags increase 25% during Q5, with resolution and transformation content seeing the highest engagement..
TikTok Shop: Break into the US Market for 2025
TikTok isn’t just for dance challenges anymore—it’s becoming a Q5 powerhouse. With TikTok Shop, you’re not just reaching audiences; you’re converting them on the spot.
Don’t miss out on this goldmine: TikTok’s algorithm is unmatched in its ability to put your products in front of the right eyes at the right time. Create shoppable live streams, partner with influencers for real-time demos, and leverage TikTok’s “For You” page to showcase your Q5 deals to a highly engaged audience.
For Canadian brands, this is your chance to break into the US market. TikTok Shop’s seamless in-app purchasing turns impulse views into instant sales, perfect for capturing those Q5 shoppers looking for the next big thing.
Remember, TikTok Shop isn’t just another sales channel—it’s a brand-building machine. Use it to showcase your brand personality, tell your story, and create a community around your products. This engagement translates to loyalty long after Q5 ends.
Get serious about seasonal SEO
Optimize for Q5 Search Intent
Update your key landing pages and product descriptions with resolution-focused keywords. Create dedicated collections for “New Year” searches and refresh meta descriptions to align with Q5 shopper mindset.
Focus especially on long-tail keywords around specific goals and transformations.
Develop Evergreen Resolution Content
Build a content foundation that works beyond Q5. Create comprehensive guides, how-to content, and resource hubs that support customer success year-round. Focus on solving common pain points and answering frequent questions – this content will continue driving value well into Q1.
Are You Making the Most of Returns & Gift Cards?
Smart brands know returns aren’t failures – they’re opportunities. Instead of automatically processing refunds, offer instant store credit with a bonus percentage. Create curated “exchange collections” that match return reasons.
If a sweater was too small, don’t just process the return – guide them to the perfect fit with personalized recommendations.
Do Gift Cards Build Loyalty?
Gift cards aren’t just delayed revenue – they’re membership opportunities. Are you converting these first-time gift card users into loyalty program members? Offer bonus points for joining during gift card redemption, or create special “Gift Card VIP” status with extended benefits through Q1.
Is Your Customer Experience Proactive or Reactive?
Don’t wait for customers to reach out about returns or gift card balances. Set up automated balance reminder emails, suggest personalized product recommendations, and create return shipping labels in advance. The easier you make it, the more likely they are to shop again.
Are You Surprising and Delighting?
Add unexpected touches to returns and gift card purchases. Include sample products with return shipments, offer surprise discount codes for next purchase, or upgrade shipping on exchanges. These small investments in Q5 can create loyal customers for life.
INSIDER INFO:
According to the National Retail Federation, 70% of holiday shoppers plan to shop the week after Christmas, with returns and gift cards driving significant revenue. Brands offering bonus credit on returns see 35% higher exchange rates versus straight refunds.
Use Q5 to build loyalty
Build Loyalty From Day One
Q5 brings two valuable customer types: gift card spenders and resolution makers. Don’t treat them like regular shoppers. Create specific post-purchase flows for each, with gift card customers receiving immediate loyalty program invites and resolution customers getting goal-tracking resources. Layer in early loyalty perks like bonus points on first purchases or exclusive Q1 access.
Activate Your Community
Transform individual resolutions into group achievements. Launch challenges that unite your Q5 customers, create accountability groups, and spotlight success stories. Whether it’s “First Week Win” spotlights or “Resolution Buddy” matching, give customers reasons to engage beyond their purchase.
Perfect Your Follow-Up Strategy
Combine post-purchase feedback, win-back campaigns, and referral requests into a single, intelligent flow. Instead of blasting every customer with the same message, trigger specific campaigns based on purchase type and engagement.
Reward successful referrals with loyalty points that count toward Q1 VIP status.
INSIDER INFO:
TikTok reports that 96% of users are actively pursuing specific goals during Q5, with 30% specifically looking to creators and communities for accountability and support.
Master Your Q5 Analytics
Don’t just measure standard metrics. Track gift card activation-to-loyalty conversion rates, resolution product repeat purchase rates, and customer lifetime value by Q5 acquisition source. Use tools like Triple Whale or Popsixle to understand the true impact of lower Q5 CPMs on customer acquisition costs.
Build Resolution-Based Personas
Your Q5 customers aren’t just demographically different – their motivations are unique. Create specific personas based on resolution types, gift card behavior, and engagement patterns. Use these insights to inform your Q1 targeting and creative strategy. A customer buying fitness gear in Q5 isn’t just making a purchase – they’re starting a journey your brand can support.
Plan Beyond the Quarter
Q5 isn’t just about immediate revenue – it’s about setting up Q1 success. Build a 90-day roadmap that transitions from resolution motivation to habit building. Allocate resources based on Q5 customer behavior patterns, and ensure your team is prepared to support long-term customer success, not just initial sales.
INSIDER INFO:
According to Meta’s data, brands that maintain consistent engagement with Q5 customers through Q1 see retention rates 28% higher than those treating Q5 as a standalone period.
Your Q5 Checklist
Ensure you’re fully prepared for shopping’s biggest sales day by following this playbook.
From inventory preparation to strategic advertising, each step above was designed to optimize your sales and enhance your brand’s presence on Black Friday / Cyber Monday.
There’s no shortcuts, but if you lay the groundwork early your BFCM sales will flourish.
- Identify your brand’s Q5 opportunity type (Resolution vs Strategic)
- Set specific Q5 success metrics and KPIs
- Create phase-specific content calendar (Dec 26-31, Jan 1-15, Jan 15-Feb)
- Schedule team resources and support coverage
- Schedule platform migrations for January 8-21 window
- Conduct pre-holiday tech audit
- Clean up unnecessary apps and scripts
- Optimize mobile site speed and experience
- Implement AI customer support solutions
- Set up attribution tracking for Q5 campaigns
- Plan platform-specific CPM strategies
- Create phase-specific creative assets
- Implement smart product bundling
- Set up gift card balance displays
- Configure upsell thresholds
- Enable dynamic pricing displays
- Optimize cart experience for mobile
- Update product descriptions with resolution keywords
- Create “New Year” collection pages
- Develop transformation-focused content
- Set up UGC hashtag campaigns
- Prepare customer success story features
- Build resolution resource hub
- Plan Q1 content calendar
- Set up automated gift card reminders
- Create exchange-focused collections
- Configure bonus credit offers
- Implement proactive shipping labels
- Design surprise & delight moments
- Set up automated follow-up flows
- Design gift card holder journey
- Create resolution maker journey
- Set up loyalty program triggers
- Configure post-purchase flows
- Implement community challenges
- Design win-back campaigns
- Segment Q5 audience types
- Create phase-specific email flows
- Design SMS urgent updates
- Set up cart abandonment flows
- Configure gift card balance alerts
- Create resolution support sequences
- Set up Q5 tracking dashboard
- Create resolution-based personas
- Configure conversion tracking
- Plan Q1 resource allocation
- Set up performance benchmarks
- Schedule Q5 review meeting