Hey, it's Chase and Jimmy here.

By the time Black Friday and Cyber Monday wrap, most brands are ready for a long winter’s nap. But there’s one more golden window before the year ends that too many overlook: Q5.

It’s the “fifth quarter” of ecommerce (the stretch between December 26 and early January) and it’s one of the easiest times of the year to drive revenue without the chaos of BFCM.

This morning we're breaking down how to make the most of it.

Also inside:
✔️ AI is officially part of holiday shopping (but not how you think)
✔️ How brands and creators win together
✔️ Quick Clips: This week's latest stories in eCom

Let’s dive in.

AI is officially part of holiday shopping (but not how you think)

Holiday shoppers aren’t just asking AI for gift ideas anymore. According to Omnisend’s latest research, 81% are using AI for at least one part of their holiday shopping... from budgeting to comparing products to actually completing purchases.

And with tighter wallets, rising prices, and more stress than ever, AI is becoming the go-to tool for making smarter decisions with less overwhelm.

Inside the breakdown:

• Why shoppers are leaning on AI to reduce stress and stretch budgets
• The biggest shifts in how people plan, compare, and buy this season
• What shoppers don’t trust AI with (and where brands need to step up)
• What these behavior changes mean for ecommerce teams right now

➡️ Read the full study.

Unlocking Hidden Revenue: Mastering Q5 for Last Minute Success

What Is Q5 (and Why It Matters)

Q5 runs from December 26 through around January 3 or 4. It’s when customers are done gifting for others and ready to shop for themselves. They’re sitting on store credits, gift cards, and cash they just got for the holidays (and they’re still in spending mode).

The best part? Competition drops, ad costs dip, and audiences are relaxed and ready to buy.

Turn Returns and Gift Cards Into Revenue

1. Use returns to your advantage.

Post-holiday returns mean new opportunities. When customers exchange gifts or get store credit, treat that credit like cash waiting to be spent. Update your automations and highlight what’s new or back in stock to guide them right back to checkout.

2. Highlight gift cards.

Remind shoppers to redeem those holiday gift cards before they forget. Position your message as a friendly nudge; “Use your gift card before it expires” or “Treat yourself to something new.” It keeps sales momentum going and often leads to customers spending beyond the card amount.

Build Your Q5 Game Plan

1. Adjust your messaging.

Q5 isn’t BFCM 2.0. Your tone should feel calm, personal, and rewarding; more “you’ve earned it” than “don’t miss out.” Focus on refresh, self-care, and getting ready for the new year. 

Think: reset energy, soft motivations, and giving shoppers permission to treat themselves after a hectic season.

2. Reuse what worked (but remix it).

Bring back your best-performing Black Friday offers with a twist. Instead of 30 percent off, make it 20 percent and call it an “encore sale.” You’ll keep the energy without undercutting your brand value. 

Repurpose and refresh what resonated during BFCM: winning subject lines, high-converting layouts, top-performing bundles, and hero products. Familiarity boosts engagement, especially when customers recognize styles they’ve already interacted with.

3. Encourage self-gifting. 

After a month of buying for others, people are ready to treat themselves. Center your campaigns around self-care, wellness, and “new year, new favorites.” Showcase products that help them reset or elevate their routine. 

Consider messaging like “A little something for you” or “Start the new year on the right foot.” This mindset usually converts extremely well in Q5 because shoppers finally get to splurge on themselves.

Nail Your Send Cadence and Automations

• Email and SMS frequency: Send 4 to 5 emails between December 26 and January 1, paired with well-timed SMS reminders. Keep your brand visible without overwhelming your audience.
  

• Automate early: Schedule everything ahead of time so your team can actually enjoy their holiday. Use dynamic segments and triggers to make each message feel personal, even when you’re OOO.
  

Remember: Even with automations running, don’t set it and forget it. Track revenue, open rates, and inventory daily. If a product sells out or engagement drops, pivot quickly.

Common Q5 Mistakes to Avoid

1. Going silent. 

Even if you’re not running a sale, send a note of appreciation or preview what’s coming next year. Staying present keeps your brand top of mind.

2. Discounting too deeply. 

If you go straight from BFCM to Q5 with the same offers, you’ll train shoppers to wait for constant markdowns. Dial it back slightly and focus on value instead of price.

3. Forgetting your VIPs. 

Your best customers deserve first dibs. Offer early access or exclusive bundles as a thank-you for their loyalty.

Why Q5 Is Worth Your Time

Q5 is one of the most overlooked revenue windows in ecommerce. Customers are still primed to buy, competition is low, and you already have their attention from the holiday season.

Plan your campaigns early, lean on automation, and shift your messaging to reward your audience; not pressure them. The brands that do this right end the year strong and start the next one even stronger.

How brands and creators win together

If you're scaling through social is on your 2026 masterplan, this replay is a must-watch.

Robyn Nissim, Founder of Social Proof Agency, breaks down the creator strategies, team structures, and real-world workflows that actually move the needle for modern brands.

From finding high-impact creators to building scalable programs and aligning content with performance, this session is packed with actionable insights you can use today. Watch the replay now!

Quick Clips:

• TikTok’s sell-off deadline looms (again): With the latest U.S. deadline set for December 16, TikTok still hasn’t secured Chinese approval for a sale. Trump may extend it once more, but pressure is mounting as trade negotiations complicate the deal.

• ChatGPT enters comparison shopping: OpenAI rolled out a shopping research feature to help users compare products, get curated buyer guides, and soon, check out directly from ChatGPT. Retailers like Walmart, Target, and Etsy are already onboard.

• eComm wins Black Friday: Black Friday ecomm sales jumped 10.4% YoY, while in-store traffic dropped. Top-performing categories: activewear, luxury fashion, and consumer electronics. Big-name retailers leaned on exclusives and giveaways to draw shoppers in.

• Gen Z & Millennials go frugal this holiday: Younger shoppers are cutting budgets, skipping doorbusters, and turning to handmade gifts. But the biggest barrier to Small Business Saturday? Not cost; awareness. Nearly half of Gen Z say they don’t know where to shop local.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me. Always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

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