SHOMEDIATikTok published new Q5 planning guidance on November 2, focusing on the period after December's holiday peak when consumer activity continues but advertiser demand often softens. The company says global CPMs historically decline from their November highs. The post is research-led marketing guidance, not a product launch or a guarantee of cheaper customer acquisition.
In the TikTok for Business article, 75% of surveyed platform users say they spend as much time or more shopping during Q5, while 63% shop for themselves. The time frame behind these figures matters: part of the survey work dates to September 2023, and TikTok's CPM trend is based on internal data spanning October 2025 to January 2026. These results are not live 2027 auction quotes for every country.
For app advertisers, TikTok recommends assessing App Install campaigns, App Event Optimization and Value-Based Optimization against the chosen business outcome. Its gaming guidance highlights Smart+ D7 Value-Based Optimization, designed to optimize for user value over the first seven days. The gaming examples primarily concern mobile videogames; they should not be confused with automatic permission to advertise gambling products.
In commerce, the post covers Smart+ Catalog Ads and GMV Max. Affiliate commission optimization and Smart Coupons under GMV Max Pro remain US beta features, rather than universally available settings. The Q5 article also differs from TikTok's October 30 Q4 product preview: it is a separate seasonal planning publication, not another release of the same tools.
Media buyers should test the hypothesis locally. Compare CPM, click-through rate, conversion rate, CPA and retention against prior post-holiday periods, segment results by geography and check whether attribution windows match. A cheaper impression can still be a poor buy if downstream conversions or customer value decline.
Wellness demand may shift as people set New Year goals, but product claims and platform policies still apply. Teams promoting regulated or sensitive offers must separately verify whether the creative, landing page and targeting are permitted.
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