[Think with Google] Q5: The bonus round

papy · November 7, 2025, 9:46pm

3. Plan for the bonus round

Many retailers make the costly mistake of winding down after Christmas. This is a massive missed opportunity. Shopping behavior data shows the two-week period from December 26 to January 8, often called “Q5,” is one of the most profitable windows of the year.

Throughout this window, people aren’t just casual browsers; they’re high-intent shoppers actively searching for deals and seeking to treat themselves. During Q5, shoppers are using more resources and taking more actions than at any other point in the season.12 And after the holidays, shoppers are most likely to buy: 87% of their shopping occasions result in a purchase.13 For retailers, this is the most critical time to be present, to reengage shoppers who may have been too busy during the holiday rush and to reconnect with loyal customers.

The real prize? Higher average transaction value. In the U.S., 61% of shoppers spend more than the gift card’s value when redeeming, for an average of $31.75 more than the card’s value.14 This “top off” spending can boost sales and margin long after your competitors have gone quiet.

Your move

Stay live. Don’t go dark after December 25. Plan now to maintain or even increase your budget during Q5 to capture the wave of high-intent buyers and reconnect with your loyal customers.

Remove friction. Make it easy for shoppers. Ensure your mobile checkout is flawless, highlight fast shipping, and use your Google Business Profile to show accurate local inventory for post holiday returns and exchanges.

^{Google-commissioned Ipsos Holiday Shopping Study, AU, BR, CA, FR, DE, MX, U.K., U.S., online survey, consumers 18+ who conducted holiday shopping activities in the past two days, n=21,463 holiday purchases, Oct. 10, 2024–Jan. 15, 2025.}

Gandalf · November 7, 2025, 10:06pm

True, but it’s also true that the more inventory you hold at the end of the year, the higher your tax liability. It’s a balancing act.

papy · November 7, 2025, 11:08pm

Very true. And difficult to predict. Planning ahead to have several good options available for however you need to adjust is necessary.

My vote is that for tax purposes (and vacation days), the “year” should really just start the Monday after New Year’s Day. So the long weekend of “Christmas break” is Friday December 19 2025 to Sunday January 4 2026. Tell the others!

papy · November 19, 2025, 10:21pm

Google has come out with the “full” Q5 tips. Each of the 5 insights has some concrete actions that online Sellers can take (or adapt) to make the most out of this “distinctive shopping season”.

The period from December 26 to mid-January, often called “Q5,” isn’t a cool down. It’s a distinct shopping season, when shoppers are more decisive, engaged, and ready to spend than at almost any other time of the year.

Holiday shopping doesn’t end on December 25. In fact, shoppers are most likely to buy after the holidays: 87% of their shopping occasions end in a purchase. In the period from December 26 to mid-January, gifting remains the top reason to shop — but shoppers are increasingly looking for deals for themselves. This “Q5” window offers a second wave of demand for brands, allowing them to capture high-intent traffic well into the new year.