Snapchat Data Shows Strong Momentum in Post-Christmas “Q5”

As the festive season wraps up, Snapchat is spotlighting a growing trend: many users continue shopping well after Christmas, making the period between Christmas and late January – known internally as “Q5” – a potentially lucrative window for marketers. A new report from Snapchat and Ipsos surveyed more than 5,700 consumers across five markets and found that a majority remain in shopping mode well into the new year.

According to the findings, about 60% of consumers continue buying items after Christmas. Among Snapchat’s own user base, many say the post-holiday season is a time for treating themselves, leveraging holiday gift cards, downtime, and relaxed budgets. The platform’s report also highlights categories seeing strong demand during Q5: fashion, beauty, electronics, and food top the list. This reflects broader shifts in post-holiday shopping behavior, where self-gifting and catching up on delayed purchases often take center stage.

Importantly for advertisers, engagement on Snapchat tends to spike during this period – with New Year’s Eve cited as the platform’s #1 day for user activity.
forbusiness.snapchat.com That suggests that the typical post-holiday slowdown may not apply here; instead, user momentum carries into the new year, making Q5 an attractive window to run campaigns.

For brands and marketers mapping out their end-of-year strategies, Snapchat’s data suggests that allocating budget beyond Black Friday and Cyber Monday could pay off. Rather than treating Christmas as the end of holiday marketing, businesses that remain visible across Q5 – reaching users still browsing, shopping, or browsing for inspiration – may capture additional conversions.