New research from Ipsos and Google highlights the importance of the post-holiday shopping period, often referred to as Q5. Many brands reduce their spending after December 25, missing out on the most deliberate buyers who emerge during this window. Unlike the peak holiday season, post-holiday shoppers take their time, focusing on intentional purchases rather than last-minute gifts.
Post-holiday shoppers do extensive research before buying. They check deals, reviews, and store details online before visiting a physical store. Over 80% of U.S. shoppers visit stores during this period, and 93% of these visits are planned after online research. This shift from impulse buying to deliberate shopping means brands need to adapt their strategies to capture this high-intent demand.
The research identifies five key trends. First, shoppers focus on themselves after completing their gift lists, with 57% of U.S. post-holiday shoppers shopping for personal items. Second, store visits start online, with shoppers researching deals, product details, and store hours before heading out. Third, impulse purchases drop to 24%, while confident purchases reach 50%. Fourth, shoppers use Search, AI Mode, and YouTube to avoid returns, relying on detailed product information and reviews. Finally, shoppers expand their carts to restock their homes, shopping across an average of 4.6 product categories.
To capitalize on these trends, brands should keep their campaigns funded, update their Google Business Profiles with post-holiday hours, and ensure accurate product information is available online. By staying present and aligning their messaging with shoppers' needs, brands can capture the strong post-holiday sales driven by clearheaded consumers.