Snapchat highlights rising post-holiday shopping activity as Q5 becomes a key marketing window

Snapchat is drawing attention to an often-overlooked period in the retail calendar, pointing advertisers toward the weeks following Christmas—now commonly labeled “Q5”—as a continued source of consumer spending. New survey data commissioned by Snap and conducted by Ipsos suggests that a substantial portion of its user base remains highly active during this time, both socially and commercially.

According to the research, roughly 60% of consumers continue shopping after Christmas, with Snapchat users showing even higher intent to buy during this period. Gift cards, planned budgets, and additional free time contribute to sustained purchasing across categories such as fashion, beauty, electronics, and food.

The data also indicates that Q5 for many users is less about gifting and more about self-directed spending. A large majority of respondents who shopped in this period said they bought primarily for themselves, signaling a shift from holiday gifting to personal purchases once the holidays pass.

Snap reports that engagement on the platform remains steady or increases after Christmas, with 87% of users saying they use the app as much or more during Q5 than at other times of year. New Year’s Eve emerges as the highest day of engagement, driven by messaging, photo and video sharing, and Stories documenting celebrations.

The period also ties into the start of annual goal-setting. In 2025, 82% of surveyed Snapchatters said they made New Year’s resolutions, with many focusing on health, financial planning, or major purchases. These intentions often involve research and early-stage decision-making, creating additional touchpoints for brands.

Survey findings suggest that Snapchatters are receptive to commercial content during Q5, with interest split between creator-led recommendations and brand promotions. Because activity levels remain high and users are sharing more frequently during this period, Snap is positioning Q5 as a window where advertisers can reach an engaged audience that is actively browsing and making purchase decisions.

Snap’s emphasis on Q5 also arrives at a time when the platform faces potential restrictions in some markets, including pending increases to social media age limits. Broader uncertainty around access to younger audiences may be contributing to the company’s efforts to highlight advertising opportunities that extend beyond the traditional holiday peak.

The full set of findings, including shopping categories and engagement trends, is available in Snapchat’s Q5 insights report.