It’s crazy that I still see this happening. Most brands shut down after Christmas.

Big mistake.

January (Q5 in e-commerce speak) is where smart brands make their moves. CPMs drop. Competition vanishes. Your audience is still in buying mode.

Gift returns create exchange opportunities.

Gift cards need homes.
People are upgrading gifts they received.
The holiday high hasn’t worn off yet.

Meanwhile, major advertisers pulled back their budgets.

The cost to reach customers dropped by 40% in some cases. You’re competing against fewer brands for the same eyeballs.

The brands winning Q5 understand this:
Bundle products that didn’t move in Q4.
Offer exchanges on gift returns. Create “New Year, New You” positioning.
Stay top of mind while everyone else goes dark.

Your customers aren’t hibernating in January. Your competitors are. That’s your advantage.

Plan your Q5 strategy now. Don’t wait until December 26th.