You may be thinking that the end of the year means time to slow down and regroup for the coming 12 months. But, ignoring Q5 as a product-based business means you’re missing out on a crucial shopping window over the holiday season.

Q5 refers to the post-holiday advertising window that runs from December 26 through mid-January, a period where consumer behavior fundamentally shifts. While traditional holiday marketing typically focuses on gifting, with urgency and external motivation, Q5 is driven by self-focused purchases, replenishment, deals, and a “new year, new you” mentality.

For performance marketers, Q5 represents a golden opportunity and a second peak, one less defined by urgency and more by decisive, self-motivated buying behavior.

6 Top Performing Products for Q5 Marketing

Q5 is a distinct period in retail, with 87% of Q5 shopping ending in a purchase, making it one of the most high-intent periods of the year. It overlaps several moments — the post-Christmas sales, New Year’s Eve celebrations, and the early January reset period where consumers are reassessing routines, budgets, wardrobes, and their homes. This is far from a cool-down period: Research suggests that advertisers who remain active in late December and January see 70% more visits per advertiser and 25% higher conversion rates compared to non-Q5 periods. With all that in mind, let’s take a look at which business types can best take advantage of Q5.

Health, Fitness, and Wellness Products

Health and wellness products consistently dominate Q5 because they directly align with New Year’s Resolution behavior. Consumers are actively looking for products to help them start the new year well and better maintain a healthier routine over the coming months. At-home fitness equipment, supplements, wellness devices, and entry-level fitness programs all perform particularly well because they lower the friction between intent and action. A YouGov survey for 2025 stated that over half of all polled intended to improve their physical health this year.

Products that typically convert well during Q5 include compact workout gear such as adjustable dumbbells, resistance bands, yoga mats, and beginner kettlebell sets for those looking to work out at home. Smart scales, fitness trackers, and wearable health monitors are all options that allow users to measure progress, particularly if starting a new health routine. Supplements tied to daily routines like protein powders, hydration mixes, magnesium, and collagen are all strong performers when framed as tools for consistency, rather than quick fixes.

The strongest Q5 creative for health, fitness, and wellness focuses both on immediacy and simplicity — starting small, tracking progress, and building long-term habits without feeling overwhelmed.

Home Goods, Organization, and Home Upgrades

Home-related products perform well in Q5 because consumers shift from holiday hosting to reclaiming and freshening up their space. The post-holiday period often brings clutter, returns, and a desire for resetting the home, creating a natural demand for organization tools, storage solutions, and functional home upgrades.

Products that resonate in Q5 in this category include closet and pantry organizers, storage bins, shelving systems, label makers, small furniture pieces, and kitchen upgrades such as food storage systems or countertop appliances. With ongoing consumer boycotts of large brands such as Starbucks, appliances like at-home espresso machines are seeing increasing appeal for consumers looking to effect change with their wallets.

Decorative homeware tied to seasonal hosting such as tableware, serving dishes, or glassware may continue to perform well as consumers look to purchase in the sales and prepare for hosting smaller gatherings throughout the year.

MNTN’s Resolution Season research indicates that home brands were among those seeing improved cost per acquisition (CPA) during this period, suggesting stronger efficiency rather than simply higher volume. Post-holiday returns often trigger replacement purchases, and NRF projects $849.9 billion in total returns for 2025, with much of this re-spent in January.

For advertisers in this space, Q5’s messaging should focus on reclaiming time, simplifying routines, and making everyday life easier.

Self-Improvement, Learning, and Productivity Tools

Beyond physical health, Q5 is where consumers invest in personal growth across finances, productivity, learning, and mental well-being. This category includes planners, journaling systems, digital productivity tools, online courses, language learning platforms, and financial planning software.

These products work well in Q5 as they symbolize a fresh start. A planner or budgeting tool is not just a purchase, but a commitment to making changes in the coming year. Research shows that over half of U.S. adults plan to make New Year’s resolutions, and many of those center around finances, hobbies, and personal development.

Products that reduce the complexity of these life changes perform well, such as guided planners, starter financial tools, short-form courses, and subscriptions that offer immediate structure. Entry-level offers and bundled kits tend to outperform premium commitments because they align with a cautiously optimistic consumer, rather than over-ambition.

Beauty and Personal Care Products

As with fitness and wellness content, beauty products occupy a unique position in Q5 advertising, bridging the gap between rest and celebration. In late December, products tied to New Year’s Eve party preparations perform well, but a shift toward more routine-based self-care occurs in January.

Products that work well at this time of the year include moisturisers (particularly in the Northern Hemisphere where winter is in full swing), masks, serums, grooming essentials, and entry-level skincare sets. This is also the time where bundling is more common, giving consumers an opportunity to try products they may not normally purchase. Anything positioned as “winter recovery” or resetting tends to perform best. Beauty products also work well because they offer instant gratification without long-term commitments — an appealing trait in a period of seasonal transition.

Industry commentary consistently groups beauty with wellness during Q5 as part of resolution season. Messaging in Q5 around beauty and self-care should emphasize comfort, recovery, and maintenance in the winter months, rather than transformation. While this may work well in other industries like productivity, beauty should align with a more relaxed post-holiday mindset.

Apparel, Accessories, and Comfort-Driven Wardrobe Refreshes

While apparel is not traditionally associated with resolutions, it performs strongly in Q5 due to gift card redemption, seasonal necessity, and the desire for comfort after the holidays. Nearly 60% of shoppers plan to purchase gift cards for loved ones during the holiday season, so Q5 is the natural point where those gift-receivers look for new items with their gift cards. In many cases, shoppers will spend beyond the amount gifted to them, increasing revenue for retail businesses.

Consumers often use January to replace or upgrade core wardrobe pieces like winter coats or workwear, rather than purchasing spontaneous extras. Products that resonate in Q5 include hoodies and sweatshirts, loungewear, relaxed workwear, layering basics, winter accessories, and versatile pieces that can transition from holiday to everyday wear. These purchases are often driven by practicality and value rather than trend-chasing, increased by gift card sales in Q4.

66% of consumers report shopping in post-holiday sales, with apparel among the most common category for purchases. Creative for Q5 advertising in this category emphasizes comfort and versatility, rather than urgency.

Subscription Products and Starter-Level Offers

Q5 is an ideal entry point for subscription and repeat-purchase brands, since consumers are motivated to build habits, but are hesitant to overcommit themselves. Starter kits, trial bundles, and limited-time introductory offers perform well because they lower perceived risk while aligning with resolution behavior.

This applies across categories such as meal kits, wellness boxes, skincare subscriptions, digital tools, and learning platforms. Behavioral research suggests that consumers are more open to structured habit support in January, particularly when commitment feels more manageable.

Gift card redemption also supports this category, with NRF reporting $29 billion in holiday gift card spending this year, much of which will be redeemed in Q5.

Key Takeaways

Q5 is not a passive extension of the holiday season, but a high-intent, behavior-driven window where consumers shift from gifting to self-investment. With 87% of Q5 shopping occasions resulting in a purchase, advertisers who remain active can capture demand that is often more decisive than pre-holiday browsing.

The most successful Q5 products share common traits — they reduce friction, support routines, and offer immediate value. Whether through starter kits, bundles, or entry-level offers, Q5 winners meet consumers where motivation is high but attention is selective.

For brands advertising on the open web, Q5 represents a strategic opportunity to extend performance beyond traditional holiday peaks and to build momentum that carries through the rest of the year.

Frequently Asked Questions (FAQs)

Which product categories naturally see a massive surge in demand in Q5, and how can they be identified for the open web?

Product categories that show significant momentum in Q5 are health/fitness/wellness, home goods and decor, self-improvement, beauty, and apparel. The common thread in all of these is that they align with post-holiday motivations like self-investment, renewal, comfort, and utility.

Health and wellness categories are particularly lucrative in Q5 as consumers look to activate their New Year’s resolutions. Behavioral data suggests that searches on the open web for “home organization ideas,” “wellness subscriptions,” and “January fitness deals” are indicators of this seasonal trend.

How can brands use Q5 to effectively sell non-resolution products like apparel and electronics, and what are the best product bundles to promote?

Not all Q5 purchases are driven by resolutions, with many also occurring as a result of holiday gift card-giving and post-holiday cash windfalls that make value- and practicality-based purchases more likely. Consumers often spend beyond the initial value of products in this time, especially when promotions and bundles enhance perceived value.

Compelling bundles and add-ons are a good move for brands in these categories, such as a winter coat with a glove or hat add-on. Electronic bundles with free cases or a trial subscription to software also work well in Q5.

What role do “starter kits” and high-entry-level products play in Q5 for subscription services and repeat-purchase brands?

Starter kits and entry-level products are effective in Q5 because many consumers are exploring lifestyle shifts at this time, without committing to high-tier purchases. These offer a lower barrier to entry, enabling consumers to try before they fully invest. Curious consumers are an ideal target market for these options, as they’re more cautious about spending but still committed to making small changes.