The Ecommerce Playbook Podcast

Hosted ByTaylor Holiday & Richard Gaffin

2020 transformed the world of ecommerce forever. For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain. So how do you navigate this dangerous new reality? No matter how you do it, you’d better not do it alone. That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses. Whether you need a clear view on the macro issues affecting the world.

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The Ecommerce Playbook | Welcome to Q5: The Most Important Quarter You’re Ignoring

December 16, 2025 The Ecommerce Playbook Podcast 00:46:14
The Ecommerce Playbook Podcast
The Ecommerce Playbook Podcast
The Ecommerce Playbook | Welcome to Q5: The Most Important Quarter You’re Ignoring
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 The holiday shipping cutoff doesn’t end the year. It flips the calendar into Q5 — the six-week window where intent spikes, CPMs collapse, and the best customer cohorts of the year are born.

In this episode of the Podcast, we break down why Q5 is the Super Bowl for health & wellness brands and how operators should think about acquisition, offers, and retention heading into January.

Joining the conversation:

  • Dean Brennan, CEO of Heart & Soil

  • Dave Huffman, Co-Founder of Fifth Hammer

Together, we unpack:

  • Why Q5 is an identity-change moment and why that matters for conversion

  • The December 23 CPM floor and how media economics reset overnight

  • Volume vs. efficiency: when it makes sense to scale CAC in Q5

  • Community-led challenges vs. frictionless acquisition models

  • Why most growth comes from light buyers, not superfans

  • How January cohorts outperform the rest of the year in LTV

  • The “acquire + harvest” strategy that carries brands through all 12 months

If you’re a founder or marketer in supplements, health, beauty, or subscription ecommerce, this episode is your reminder that the year isn’t won in Q4 — it’s won in Q5.

Show Notes: