Most brands treat December 25 like the finish line of holiday marketing, but Snapchat is here like, “Hello? The party’s not over.” And honestly, they’re right.

Snap just released new data showing that an overwhelming 88% of U.S. Snapchatters shop after Christmas. Yup, even when the Christmas trees are being taken down and everyone’s done unwrapping gifts, people are still very much in buying mode.

To dig deeper, Snapchat even commissioned Ipsos to study how over 5,700 consumers behave during the post-holiday period. Spoiler: Q5 (the “bonus month” after Christmas) is way bigger for shopping than most brands realize

People Don’t Stop Shopping After Christmas — They Just Change Why

According to Snap, around 60% of consumers continue to shop after the holidays. And Snapchat users? They’re even more active. Think about it, everyone suddenly has gift cards, more free time, and a budget they’ve already accepted they’re going to blow.

But here’s the fun twist: people aren’t shopping for others anymore. They’re shopping for themselves. It’s the annual “okay, now it’s my turn” moment. Fashion, beauty, electronics, even comfort food, these categories skyrocket because self-gifting officially becomes socially acceptable.

Snapchat Engagement Gets Wild Toward Year-End

While everyone is resting from the Christmas chaos, Snapchat is actually buzzing. People are catching up with friends, sharing their holiday moments, and documenting everything in between.

Snap even says that New Year’s Eve is the single highest engagement day on the app, making it the ultimate moment for brands to show up right when everyone’s posting, scrolling, and celebrating.

And then, almost instantly, the New Year mindset kicks in. Suddenly everyone wants to be healthier, more organized, more disciplined, more aesthetically put together, basically the upgraded version of themselves. And if your brand fits into any of these “new year, new me” shifts, Snapchat becomes an incredibly powerful place to reach people right at the moment they’re open to change.

Why Snapchat Is Pushing Q5 So Hard (and Why Brands Should Still Listen)

There’s also some real talk behind Snap’s enthusiasm. With places like Australia raising the minimum age for social media to 16, and other regions exploring similar rules, Snapchat risks losing a portion of its younger audience. That’s a big deal for their ad business.

So yes, Snap has a motive for spotlighting Q5. But what matters is the data itself — and the opportunities genuinely make sense. If people are active, motivated, and ready to shop, then brands have no reason to ignore this window.

So What’s the Big Takeaway?

If you’re still mapping out your holiday marketing, don’t blow your entire budget before December 25. Q5 might just be the secret era where real conversions happen. With engagement at its peak, people treating themselves, and everyone setting New Year habits, this period is honestly too good to skip.