To make the most of this period, there are a few key levers to consider.
First, with low CPM , high CTR, and strong conversion rates, missing this opportunity means wasting a growth chance. The potential is at its peak thanks to reduced costs and an audience still inclined to make purchases.
Discounts and offers are the strategic focus of this period. However, it’s important to avoid replicating November and December promotions. We need to offer diversified and targeted deals that capture attention and stand out from those of Black Friday or Christmas. This is complemented by a well-structured email marketing strategy: segment the CRM to prepare the audience with pre-launch messages announcing discounts, and during the launch, use messages that create urgency and scarcity to drive conversions.
From an advertising perspective, platforms like Meta and TikTok are essential to reach customers actively waiting for discounts. Many eCommerce businesses overlook or fail to fully leverage this period, which represents an opportunity to gain new market share. Creatives must be designed with a clear focus on discounts and offers, highlighting these elements to immediately capture consumer interest.
Q5 is also ideal for customer acquisition, thanks to lower advertising costs, which allow for more efficient scaling of the ad budget. Finally, with lower CPC, it’s possible to increase margins and significantly improve ROI, making this period a true accelerator for eCommerce profitability.
