For CPGs, the 'Fifth Quarter' is an Opportunity to Win Share

The holiday season grabs the spotlight, but for CPG marketers, the real growth opportunity might be in the weeks that follow.

The period between Christmas and mid-January, what some retailers call the “fifth quarter,” is often overlooked. The advertising pullback after Dec. 26 creates space for brands that are prepared to seize the moment. Those that make a marketing push can gain market share and become part of shoppers’ new routines in the year ahead.

There are several data-backed reasons to reframe the post-holiday period: Shopper activity remains above average and consumers are more open to experimentation than at almost any other point in the year.

Accelerating into the new year requires treating the fifth quarter as an opportunity, not an afterthought.

Shoppers Are Resetting and Establishing New Routines

Shoppers don't disappear after Christmas. Instead, their focus shifts from party preparation and gift-buying to restocking essentials. And while Q5 retail activity may not match holiday peaks, it remains significantly higher than average: From Dec. 26 through Jan. 31, household trips are 1.5x higher than the yearly average, rising to 1.6x higher in January.

Consumers enter 2026 with new aspirations and priorities. Whether it's living healthier, saving money, or simplifying daily routines, they’re seeking brands that can help them accomplish their goals. In this moment, the right combination of timing, targeting and media strategy is the first step toward turning interest into lasting loyalty.

For growing brands, this time of year is the best chance to make a move and gain ground in your category. Sustained growth just requires a thoughtful, balanced strategy.

From Inspiration to Activation

After Christmas, a “new year, new me” attitude is one of the factors driving buying decisions. Even the most brand-loyal consumers will experiment with new brands if the messaging and value proposition resonate.

The question then revolves around what inspires shoppers to try (or retry) a new brand or product. As you might expect, discounts are a motivating factor. In our research, more than half of shoppers report that price incentives would motivate them to switch.

The key to hitting both performance and brand marketing objectives is finding the right media mix. An omnichannel approach that treats these goals as complementary builds equity while driving measurable results.

For example, using retail audiences with social media ads can inspire relevant households during their fifth-quarter renewal mindset while retail product listing ads spotlight your brand as they shop.

The combined approach allows midsized brands to drive sales during a period when other brands are holding back.

Win Attention While the Competition Sleeps

Midsized brands in crowded categories are challenged with a small share-of-voice all year. However, the fifth-quarter period can be an opportunity to make smaller budgets work harder while big brands slow down their ad spending.

Brands that invest in a shopper-focused, data-driven strategy can turn the weeks after Christmas into a launchpad. Momentum gained during these weeks can become the fuel that propels meaningful brand growth throughout the upcoming year.

Consumer open-mindedness, combined with less advertising competition, makes the fifth quarter a strategic inflection point in the marketing calendar for brands ready to take decisive action. Are you ready to own it?

Christine Foster is senior vice president, commercial strategy and operations at Kroger Precision Marketing powered by 84.51°, a retail data science, insights and media company helping The Kroger Co., consumer packaged goods companies, agencies, publishers and affiliated partners create more personalized and valuable experiences for shoppers across the path to purchase.