The holiday season grabs the spotlight, but for CPG marketers, the real growth opportunity might be in the weeks that follow.

The period between Christmas and mid-January, what some retailers call the “fifth quarter,” is often overlooked. The advertising pullback after Dec. 26 creates space for brands that are prepared to seize the moment. Those that make a marketing push can gain market share and become part of shoppers’ new routines in the year ahead.

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