The days between Christmas and New Year’s Eve are known for sleeping, eating and losing track of time.

It’s also a particularly effective period to buy digital advertising, given that ad prices are low and people are scrolling on their phones.

Q5, the adspeak for this period, is elastic, with some marketers saying it stretches all the way from mid-December when companies can no longer guarantee packages will ship by Christmas, to mid-January. All agree the term refers to the liminal space between Christmas and the new year.