Q5. Invisible quarter, visible results. In the macro-economic context of dipping consumer confidence across Europe, 75% of consumers say they're ready to delay purchases over the next three months (1) - prioritising deals and sales over the holiday season. The affectionately-coined 'Q5' period - the period between Christmas and early January - has become a significant shopping period, where consumers shift from gift-giving to deal-splurging and self-care - and when on-platform CPMs become more competitive. The opportunity for advertisers? Turn post-holiday silence into roaring revenue!
62% Consumers will shop for themselves during Q5
What TikTok users are working towards in the new year & Q5 Personal Finances
31%
Healthier Lifestyle
Learning New Skills
Traveling More
Career Change
38% 36% 39% 30%
Source: TikTok Marketing Science Global Custom Q5 Survey via AYTM, 2023 (n=500)