Q5 Profit Optimization Guide: How CPG Brands Can Increase EBITDA After BFCM

Q5, the period between December 26 and early January, is one of the most overlooked profit opportunities for ecommerce and CPG brands. While many advertisers reduce spend after BFCM, consumer purchase intent remains elevated and advertising costs often decline, creating a rare window for highly efficient customer acquisition.

This guide explains how Q5 impacts CPM, CAC, contribution margin, and cash flow, and why brands that stay active during this period can acquire their most profitable customer cohorts of the year. Using a detailed financial model, the resource compares pre-Q5 and Q5 scenarios to show how lower CPMs translate into higher revenue, improved LTV:CAC ratios, and stronger year-end cash positions.

What's Inside

• A breakdown of Q5 ecommerce dynamics and advertising cost compression

• A step-by-step financial model showing the relationship between CPM, CAC, and profitability

• A cohort-level analysis of how lower acquisition costs impact 12-month LTV

• A customizable Excel template to model Q5 performance for your brand

• Practical guidance for determining whether Q5 spend will drive incremental EBITDA

Built for CPG founders, CEOs, and finance leaders, this resource helps operators align marketing strategy with financial outcomes and identify high-leverage growth opportunities when competitors pull back.