Alright, so we’ve hit the holiday homestretch, and your ads aren’t quite lighting up the scoreboard. It’s easy to feel a tad overlooked in a season that’s practically a spend-fest. Here’s the thing: not all ads thrive in Q4. Let’s dive into the unsweetened truth on why some industries are celebrating a festive spike, while others are quietly preparing for a January comeback.
Needs vs. Wants: Q4 Isn’t a Free-for-All
Think of Q4 like this: If your brand feeds into the festive “wants” category, you’re golden. But if you’re in the “needs” arena, well, the season of gift-giving isn’t doing you any favors. Right now, wallets are open, but only if your ad says “gift,” “treat yourself,” or “for a limited time.” Here’s a breakdown.
- Industries That Satisfy “Wants”These industries are, frankly, Q4 royalty. They’re the ones we eagerly throw money at while ignoring “necessary” things like health checkups and minor home repairs.
- Retail & E-commerce: The holiday trifecta. Consumers are frantically buying gifts, decor, and over-the-top festive attire. Last year, holiday retail sales in Australia alone jumped over 4% from previous years, meaning your tinsel-covered ad is primed for success—if you’re selling the right stuff. Novelty mugs, cozy socks, gourmet chocolate sets? Q4 is your time to shine.
- Restaurants & Entertainment: With end-of-year parties, reunions, and family gatherings, eating out becomes a December ritual. Ads for festive menus, private dining rooms, or themed events? Perfect. People might ignore their laundry, but they’re all-in for holiday cheer and pre-booked buffets. According to Eventbrite, over half of consumers are more than willing to splurge on experiences over material gifts during the holiday season. And for the record, restaurants are counting on it.
- Beauty & Wellness: Somehow, ‘tis the season to invest in looking good. Beauty salons and wellness products can capitalize on people wanting to look holiday-ready, and the more luxurious, the better. A holiday facial or blow-dry package, or a spa voucher to “gift to a friend” (i.e., keep for yourself) always goes over well. Your best move? Promote it as a treat people “deserve” during the festive madness.
- Industries That Fulfill “Needs”If you’re in a “needs” industry, brace yourself—December isn’t the best time for your ad to wow anyone. From dentists to home renovations, people tend to hit pause on essentials, prioritizing what’s fun or festive.
- Healthcare & Dental Services: Listen, no one’s scheduling teeth cleanings in December. Between gift shopping and end-of-year deadlines, the last thing people want is a reminder they’re overdue for a checkup. But don’t panic; it’s not you, it’s the season. Ads for general health services tend to take a dip now, so save your energy and go full force when the “new year, new you” season rolls around in January.
- Home Renovations & Repairs: Need a new roof? Sure, but…can it wait until next year? People aren’t in the market for a kitchen overhaul right now unless it comes with a Christmas tree and a built-in turkey roaster. Large home projects don’t scream “festive.” So instead of a hard sell, plant the seed for January or February—after the holiday clutter has been cleared. Until then, we’re in “fa-la-la, not today” territory.
- Financial & Professional Services: Unless you’re offering festive tax returns or “gift wrapping” with your legal services, these ads can often feel like a buzzkill right now. People will prioritize finances and professional plans soon enough; until then, hit pause on pushing any major engagements. Come January, they’ll be back in “get-my-life-together” mode, and your services will be much more appealing.
- The “Sometimes” Crowd: Industries That Work Q4 WiselyThen there are those brands that sit comfortably in the middle, thriving when they lean into the festive spirit without overdoing it.
- Luxury & High-End Products: Luxury gifts? Great. But if you’re pushing high-cost, non-festive items, you might struggle to stand out. Splurge items that can be sold as gifts—like high-end accessories or tech gadgets—perform best. However, non-giftable luxury items may need a subtle approach to remind consumers to consider a purchase for the new year.
- Automotive: It’s not exactly prime car-buying season, but Q4 can work if you’re pushing practical but giftable accessories or limited holiday service packages. People love a shiny new gift, but “major new car purchase” is usually on hold until the new year when they’re done buying every other gift in the world.
- Travel & Tourism: Q4 is hit or miss for travel. People might be booking last-minute holiday getaways or securing plans for the new year, but if you’re pushing business travel or budget trips, it’s going to be a hard sell. Q4 is about indulgence, and luxury, unique experiences win the day. Promote things like “holiday escapes” or getaways, not bargain hotels.
The Q4 Playbook: Tips for Making the Most of the Season
Alright, you know where your industry falls, so here’s how to play the cards you’ve got:
- If You’re in a “Need” Industry:
- Focus on Planting Seeds for the New Year: Instead of pushing for immediate results, lay the groundwork for January. Position your ads as “for when you’re ready” or suggest consultations to start planning.
- Gift Card Route: For healthcare, dental, or any services that could be gift-worthy, don’t be shy about promoting gift cards. No one might be eager for a filling, but a whitening treatment gift card? That just might fly.
- Boost Retargeting: Keep your brand top of mind now, so when people are ready to act, they remember you. Retargeting ads that don’t go too hard on the pitch are ideal. Let’s be honest: sometimes, all we need is a little subtle reminder that you’ll be there when we’re ready.
- If You’re in a “Want” Industry:
- Make Hay on High-Spend Days: Save your ad dollars for when people are looking to buy. Push your sales on Black Friday, Cyber Monday, and weekends closer to Christmas. These dates are digital goldmines.
- Create Urgency with Offers: ‘Tis the season for limited-time everything. Go big with countdowns, expiring discounts, and bundles. The more “buy it now or miss out,” the better.
- Seasonal Spin: Tie your product or service to a holiday benefit. People love a festive excuse, so lean into giftable, cozy, indulgent vibes as much as possible.
Real Talk for Q4: Adjusting Your Lens
Look, Q4 isn’t about reinventing the wheel; it’s about knowing how to steer it. Don’t let a dip in engagement or a higher cost-per-click (CPC) get you down. This quarter is its own beast, and it’s normal for results to vary based on where your industry lands on the needs vs. wants spectrum.
Instead of stressing about a few quieter ads, focus on setting yourself up for success. This season, you’re either capturing the buy-now crowd or preparing for the “new year, new budget” crowd. So go with the festive flow, lean into the seasonal quirks, and remember: it’s not about Q4 being the be-all-end-all; it’s about positioning yourself for a strong January.