The two pairs of charts above cover the week over week performance across December leading up to Christmas Eve.
A post-holiday rush?
The gap between Black Friday and Christmas is usually under-appreciated by advertisers, but given this year's election-shortened BFCM calendar, it's no surprise to see relative stability in the week leading up to December 18
After the cutoff date, performance dives: Gifting is the primary motivator. After the cutoff date for "delivery by Christmas," performance grinds to a halt - but CPMs are cheaper than ever.
Q5 is real: Your customers have new toys, new gift cards, and new year's resolutions in hand. These first few weeks of January are a fantastic time to find performance efficiency - consult our Q5 guide for more strategies.
If January isn't peak seasonality for you, this is a great time to test creative. Historically, CPMs and CACs climb consistently through the year until about July. Right now is the cheapest time to test until the summer, and momentum won't pick up for real until about March. Now's the time to practice.
