Unlock the Power of Q5: Meta Ads Tips for Handmade Sellers

Discover how Q5 can boost sales with reduced ad costs and high engagement

Think the opportunities to drive sales end with the holiday season? Think again. There’s another secret sales period right after Christmas that marketers call Q5.

Q5, spanning from December 26 through mid-January, is a golden window for handmade sellers to capitalize on reduced competition, lower advertising costs, and high consumer engagement.

Meta’s Cyber 5 webinar highlights why Q5 isn’t just a “cool down” period but a chance to test strategies, grow your audience, and capture overflowing sales. In this blog, we’ll explore why Q5 is an untapped opportunity and how handmade sellers can create a winning Meta Ads strategy to maximize its potential.

What Makes Q5 So Magical?

1. Reduced Competition

Big brands often exhaust their marketing budgets by Christmas, leaving the ad space less crowded during Q5.

What This Means for Handmade Sellers:

• Your ads are less likely to be overshadowed by major retailers.

• You can capture the attention of consumers still shopping for post-holiday deals.

Key Insight: In 2023, Meta reported a 60% drop in live campaigns during the week after December 26. With fewer players in the game, handmade sellers have a unique opportunity to stand out.

2. Lower Advertising Costs

Q4 is notorious for skyrocketing ad costs due to Black Friday and holiday shopping frenzies. But as soon as the holidays end, ad prices drop significantly.

Stat to Know: Facebook’s CPM (cost per thousand impressions) dropped by 26% after Christmas last year.

What This Means for Handmade Sellers:

• You can reach a larger audience with a smaller budget.

• This is an ideal time to test new ad creatives and refine targeting for the upcoming year.

3. Consumers Keep Shopping

The shopping frenzy doesn’t end with Christmas. Many consumers use this time to:

• Spend gift cards they received during the holidays.

• Take advantage of post-holiday discounts.

• Exchange or upgrade unwanted gifts.

Stat to Know: The National Retail Federation found that 70% of holiday shoppers planned to continue shopping during the week after Christmas.

What This Means for Handmade Sellers:

• Offer post-holiday promotions or exclusive deals to entice customers back.

• Highlight products that pair well with holiday gifts or solve post-holiday needs (e.g., storage solutions, self-care kits).

4. Online Engagement Stays High

Despite popular belief, consumer activity doesn’t drop off after Christmas. Instead, online engagement often remains above average, particularly on platforms like Facebook and Instagram.

Stat to Know: Campaigns during the week after Christmas saw a 29% increase in sessions compared to the yearly average.

What This Means for Handmade Sellers:

• Post engaging content like behind-the-scenes videos, product styling tips, or New Year-themed Reels to maintain visibility.

• Use boosted posts and Meta Ads to amplify reach during this high-engagement period.

How to Create a Winning Q5 Strategy

1. Refresh Your Meta Ads

Post-holiday shoppers are looking for fresh deals and exciting content. Update your ad creatives to match the new season.

Tips for Success:

• Use themes like “New Year, New You” or “Start Fresh with Handmade” to attract attention.

• Highlight your bestsellers or introduce new products with an exclusive Q5 discount.

• Optimize your targeting by retargeting holiday shoppers or experimenting with lookalike audiences.

2. Offer Post-Holiday Deals

Entice customers to return by offering promotions that feel relevant to their needs after the holidays.

Ideas for Handmade Sellers:

• Gift Card Specials: Encourage gift card redemption with add-ons like free shipping or discounts.

• Bundle Deals: Create post-holiday bundles that combine popular items at a discounted rate.

• Limited-Time Offers: Use urgency with messaging like “Only available until January 5!”

3. Focus on Engagement, Not Just Sales

While Q5 is a great time to drive sales, it’s also an opportunity to strengthen customer relationships and build momentum for the new year.

Tips for Success:

• Share user-generated content showcasing your products in action.

• Ask followers to share their “holiday haul” or tag your shop in their photos.

• Post polls, quizzes, or New Year’s resolution content to boost engagement.

4. Plan for the January Dip

Although Q5 is a high-engagement period, data shows a notable drop in activity during the first two weeks of January. Engagement levels can dip 14–16% below the yearly average.

What to Do:

• Focus on running ads and promotions during the post-Christmas to New Year period.

• Use the early January lull to refine your strategy, analyze campaign data, and plan for Valentine’s

  Day promotions.

The Takeaway: Don’t Overlook Q5

Q5 is an overlooked but powerful sales period for handmade sellers. With reduced competition, lower ad costs, and continued consumer engagement, it’s the perfect time to test new strategies, build relationships, and capture post-holiday sales.

Key Steps to Maximize Q5:

1. Update your Meta Ads with fresh, seasonal content.

2. Offer post-holiday deals to entice shoppers.

3. Focus on engaging your audience to build brand loyalty.

4. Plan strategically for the dip in mid-January activity.

By treating Q5 as a “bonus quarter,” you can carry the momentum of the holiday season into the new year—and set your handmade business up for success in 2024.

Ready to start? Learn more about Meta Ads strategies on Meta’s website.