visible results. quarter,
In the macro-economic context of dipping consumer confidence across Europe, 75% of consumers say they're ready to delay purchases over the next three months (1) - prioritising deals and sales over the holiday season.
The affectionately-coined 'Q5' period - the period between Christmas and early January - has become a significant shopping period, where consumers shift from gift-giving to deal-splurging and self-care - and when on-platform CPMs become more competitive.
The opportunity for advertisers? Turn post-holiday silence into roaring revenue!
Consumers will shop for themselves during
Gift cards and post-holiday returns also offer opportunities for upsell and "top-up" purchases:
recieved gift cards/ cash that they want to spend1.
exchange unwanted gifts for something else €1.75bn approx worth of unwanted Christmas gifts2 . 23 % +23 %
Gift cards and post-holiday returns also offer opportunities for upsell and "top-up" purchases:
How to Win Consumers in Q5
Align with Q5 mindset Capitalise on Q5 becoming bigger Activate new ideas
Target new year behaviors: wellness, productivity, financial planning, and habit formation.
While holiday campaigns stop, make it a costeffective window to acquire high-intent users who are waiting for Q5 to shop deals.
Unlock post-holiday ROI with Smart+ Catalog ads, TikTok’s newest automation solution
Connect your catalog and drive sales on your e-commerce website, and use Catalog Carousel Editor to transform catalog images with smart, AI-driven features that boost visual appeal and drive performance.
Re-engage with your freshly acquired users during Q4 and drive conversions through retargeting
Turn gifts into growth
Extend your holiday campaign to further capitalize on gift card spending and returns.
CPA Improvement compared to manual campaigns 71 % -36 %
of cases demonstrated that Smart+Catalog Ads overperformed manual Catalog Ads campaigns
How to leverage Smart+ during Q5:
structure
Web advertisers with a catalog
Getting started with Smart+ campaigns:
1. Automation
Use full automation solutions* where possible
2. Campaign Structure
Keep a simple campaign structure. Consolidate budgets, creatives, and audiences into one campaign and one ad group* where possible. Keep asset groups as unique as possible.
3. Budget
Use CBO* and Set an appropriate daily budget.
4. Bid
Set an appropriate bid for Smart+ Cost Cap or target ROAS.
5. Creative
Upload an appropriate number of creatives.
Leverage Recommended Creatives for creative supply.
Use Catalog creative (e.g. carousel, catalog video) if you have a catalog.
6. Learning Phase
Don’t make negative adjustments during the learning phase.
Pause campaigns/ad groups* during the learning phase
Reduce the budget
Lower the bid
Modify the targeting
Sportswear