After a record of $9.3 Billion in BFCM sales this year just for Shopify stores alone, the most wonderful time in DTC is far from over. The eCommerce calendar ahead of us offers a last stretch of marketing opportunities that are often overlooked. 

We’re now approaching holiday shipping deadlines aka “the last day to order” which, for many brands, falls between December 14th and December 18th for Standard Shipping. So off you go, with urgency messaging, last sales reminders, gifts with purchase and holiday gift guides.

And then, there’s Q5. No, not the car – the invisible quarter that stretches out to mid January, which is a very cost-efficient period.

Why, you ask?

  • Consumer shopping intent is still high. A reported 84% of Consumers are still confident in their original budgets planned since September, with the intention to spend even after the holidays, matching pre-pandemic participation levels.

  • The cost of advertising is much, much lower with CPMs and CPAs decreasing, due to overall reduced on-platform competition.

  • Inboxes get quieter, leaving some extra room for your message to reach more users.

  • More time spent on devices, which translates to more eyes on ads, emails and social.

The customer is still shopping, however the focus shifts from holiday gifts to something else entirely. While Q5 isn't tied to any months, it’s tied to a mindset. Less transactional, more conversational. And after the BFCM sales splurge, customers get so tired of the salesy-marketing-lingo, almost numb to it. 

The good news is that customers and subscribers are still very much receptive to a good offer or incentive. 

So how do you keep your audience engaged and buying? How do you sell without selling? How do you provide an incentive that is of actual value?

Get creative with your messaging and offering in Q5. I can give you at least 5 ways.

  1. Leave the fake urgency behind
    It’s a mindset thing; customers are not stupid, and they’re quickly learning about our marketing tactics. Especially fresh out of BFCM, they’ve seen it all. So leave the fake urgency messaging behind (sales extensions, fear tactics, last minute deadlines) and leverage aspirational content that your audience finds valuable. Be real, treat them like people. Make this conversational, not just transactional. 

  2. Find your angle
    Depending on your niche, there are so many useful angles you can leverage to reconnect with your customers and blend storytelling with your sales pitch. A few ideas?

    Inspire your customers with customer stories.     We use this strategy all the time with a wall art company, featuring examples of the most requested customizations for their canvas, inspiring new orders and customizations.

    Save the day with how-tos and tips related to your product. A baby products brand used GIFs to showcase how parents are fitting must-have items for their toddlers in their best selling backpack. What to bring, what to leave behind, how to pack it. Dive deeper, show them the best use of your product(s) with dedicated video series or how-to product highlights (ex. “How to wear our best selling scarves”). Redirecting to curated blog posts, as long as they’re shoppable, is an indirect way to sell while staying on topic.

    New year challenges around fitness, nutrition, mental health and self-care     can be highly-engaging topics too; optimal for brands in the health and fitness space, food & beverage, journaling and more.

    Self-gifting is the perfect post-holiday angle and it’s a great fit for most brands and product types, leveraging the concept of “putting yourself first”. Suggestions and ideas for the perfect host are also a good match for home products and lifestyle niche.

    Finally, Q5 is the perfect time to touch base on topics of impact and sustainability for mission-based brands and B-corp.  

  3. Get conversational and ask for feedback.
    Re-engage your audience with a basic text-based email (ex. A year in review); hyperlink a CTA and even an incentive (ex. free gift with your next purchase all month). With text-based emails, it’s a great idea to ask recipients to “Reply to” and answer a question — you’ll improve your email deliverability inn the process.

    Segmentation is your friend. Find your largest segment of purchasers who have bought a specific best seller category or product in the last 180 to 365 days and ask a few questions about that purchase.

    (Just make sure to exclude unengaged customers like chronic non-clickers!)

    More ways to get conversational?

    Quizzes and games. Take your time to craft a new welcome or post-purchase quiz – know thy customer. Or have some fun and entertain! One of our clients, hosted a Scavenger Hunt, sprinkling hidden gift cards across their website so customers would find them and win. 

  4. Highlight new Bundles based on customer data.
    Create and highlight bundles of two or more products based on purchase data. After Q4, you have accumulated more purchase data than usual – analyze it, use it. What products did your customers buy together? Which product led to a second purchase the most? Bundle those together and highlight them as the customer favorite combo of the year – it will be almost as good as a new product launch.

    But why is this strategy so effective? The answer lies in simplicity: people prefer effortless choices. Take, for instance, a bundle named 'Gourmet Chef's Essentials Kit'. This instantly communicates to the shopper who it's for and what it offers, simplifying the decision-making process. Bonus tip: name your bundle to directly resonate with your target customer group or to solve a specific problem they face.

  5. Run category sales
    Wait, didn’t we say to avoid sales?

    It’s actually perfectly fine – and logistically smart – to highlight a sale for specific SKUs or categories if you understand why they’re buying. Customers will now indulge in a purchase because they want to, not because they need to. They’re treating themselves, they’re preparing for the new year, passing their time, buying an extra item in a different color. So while a Buy more, Save more may not be the right fit, shoppers are still buying. If you have a surplus of inventory, if you have a new launch and want to drive traffic to it using a sale, if you’re selling something in demand this season (like sculpting leggings, CBD for pets ahead of fireworks nights or cozy pajamas), this is your in.