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Q4 is the biggest time of year for almost every retailer - at Connections, we do actually have some advertisers for whom January is bigger than December in terms of sales, wonder if anyone can guess which brand and sector I am referring to? Let us know in the comments if you think you do.

But for the majority of our online retail partners and advertisers, Q4 and, of course, the period between Black Friday and the final deadline for delivery in time for Christmas, specifically Q4, can make or break a year.

However, from an advertiser's point of view, this provides an enormous opportunity. Greater volumes, customers in a spending mood and often with bigger budgets than at other times of the year.

To capitalize on Q4, marketers really should start their planning in the summer time so that space can be secured, creative can be tested, and printing can be done. Because even though December has only just begun, we all know how quickly the next Q4 planning period will come around!