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Google Explains Why the Post-Holiday “Q5” Rush Is a Goldmine for Both Shoppers and Brands

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A High-Intent Shopping Window Every Business Should Leverage After December 25

Q5 shopping-Whitelake Technology Solutions


After the main holiday rush ends (after December 25), many people don’t stop shopping. Instead, they enter what Google calls “Q5” a new, powerful shopping window that lasts until mid-January.

And here’s what makes Q5 special:

People are more ready than ever to buy

  • During Q5, shoppers have one of the highest “buy now” signals all year — 87% of post-holiday shopping sessions end in a purchase.
  • This means many shoppers who postponed buying during busy holiday weeks are now finally making the purchase.

They buy more and bigger

  • Instead of small, impulse buys, Q5 shoppers often grab multiple items across categories. Sales peak just after December 25.
  • For merchants, this translates into higher average order sizes — a valuable chance to boost revenue.

Shopping gets more complicated — but more decisive

  • Buyers use many channels and tools: online stores, in-store visits, reviews, and comparisons – often switching between at least 10 touchpoints over short time spans.
  • In other words, shoppers research, compare, read reviews, and check stock — they want to make smart, confident decisions.

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It’s not just about gifts — people buy both for themselves and others

  • Even after holidays, gift-giving continues: 74% of Q5 purchases are intended for someone else.
  • But plenty of people treat themselves too 60% say they are buying something for themselves during this period.

So Q5 isn’t just a hangover from holiday hype it's a “second wave” of shopping, with real demand and real purchases.

Research + inspiration still matters: online search and videos drive buying

  • When deciding what to buy, many shoppers turn to trusted platforms particularly search engines and video sites to check reviews, read product info, confirm quality, and more.
  • If a brand is visible with good reviews, clear info, easy checkout Q5 shoppers are more likely to click “buy.”

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What this means if you’re selling (or buying)

If you sell products whether online or in a store Q5 is not a time to relax. It’s a great opportunity to:

  • Keep marketing and ads going even after December 25
  • Make sure your product listings are accurate and show what’s in stock
  • Use smart promotions: highlight gift cards, “treat yourself” messages, or post-holiday deals
  • Provide clear info, reviews, prices, easy checkout because shoppers are doing a lot of homework before buying

If you’re shopping as a consumer, Q5 can be a good time to snag deals or gifts you missed earlier with many people selling leftover stock, offering gift cards, or pushing slightly discounted prices.

To know more, visit https://business.google.com/us/think/consumer-insights/q5-holiday-shopper-insights/

FAQs

What exactly is “Q5”?

Q5 is the shopping period right after December 25, when consumers continue buying items, redeeming gift cards, and taking advantage of post-holiday deals. It usually lasts until mid-January.

Why do people shop so much after the holidays?

People have more free time, get gift money or gift cards, and want to buy items they didn’t get earlier. Post-holiday deals also encourage extra spending.

What do people usually buy during Q5?

Common purchases include clothing, electronics, accessories, beauty products, home items, and last-minute gifts for upcoming occasions (birthdays, New Year parties, etc.).

Is Q5 shopping mostly online or in-store?

It’s a mix. Many shoppers research online through videos, search engines, and websites, then decide whether to buy online or visit a store.

Why is Q5 important for businesses?

Because shoppers are more ready to buy, often spend more per order, and are actively searching for new products. Brands that stay visible can maximise sales even after December.

Should businesses keep running ads after Christmas?

Yes! Many companies stop ads too early, but Q5 is a high-intent period. Keeping ads active gives brands a competitive advantage.

How can brands attract Q5 shoppers?

By offering clear info, strong product listings, smart deals, fast shipping options, and easy returns. Reviews and availability updates also help shoppers decide faster.

Is Q5 relevant for small businesses too?

Absolutely. Q5 shopping behaviour applies to everyone whether it’s a local boutique, an online store, or a global brand.

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Category :

Google

Tags :

Q5 shopping, post-holiday deals, high-intent shoppers

About Arun Dev

I love exploring and sharing emerging technologies. Being a part of SubmitINme, I got ample of opportunities to learn new technologies that are going to shape the future. Now, I am exploring a multitude of areas including SEO, Mobile Apps & .... more info about the author