X has unveiled a lucrative marketing window that many brands overlook during the holiday season. The social media platform identifies “Q5″—the period from late December through mid-January—as a “hidden quarter” teeming with growth potential for 2026 campaigns. As people return home for the holidays with increased free time, they engage more actively on X, creating unexpected opportunities for marketers willing to capitalize on the moment.
Lower Competition, Higher Reach
What makes Q5 particularly attractive is the shift in advertising spending. While major brands typically reduce their ad budgets after Christmas, smaller businesses can leverage this reduced competition to achieve greater visibility at lower costs. According to X’s data, the platform experiences significant spikes in discussion around travel, sports, fitness, and New Year’s resolutions during this period. These trends present perfect alignment opportunities for brands operating in these sectors.
Strategic Timing for Maximum Impact
X also highlights specific dates within Q5 as especially valuable for marketers. The New Year itself naturally drives engagement around resolutions and goal-setting, while CES (January 6-9) attracts tech-focused audiences actively seeking product information and industry insights. By strategizing around these key moments, marketers can connect with affluent, motivated audiences primed for action without the typical ad spend required during peak seasons.
For brands with audiences on X, Q5 represents a rare promotional window combining reduced costs, heightened user engagement, and organic alignment with trending conversations. Whether testing new ad targeting systems or launching early-year campaigns, this hidden quarter deserves serious consideration in 2026 marketing calendars.