For many webshops and brands, the last weeks of the year are the most important of all. This year Black Friday falls on 27 November, Cyber Monday on 30 November, and the holiday season follows straight after. If you run out of stock or can't get your orders out on time, you lose not just revenue but customers too. That's why preparation doesn't start in November, but now.
1. Make a realistic forecast
Look at last year's figures: how many orders per day did you have in the busiest week, and which products sold fastest? Take into account what has changed since: new channels, a bigger mailing list, a new retailer or a campaign you're planning. A rough estimate per week and per top product is enough to plan everything else around.
2. Reorder your stock in time
Suppliers and carriers are busy in the autumn too. If your stock comes from Asia, allow weeks of extra margin for production, sea freight and customs clearance. Make sure your peak stock is in the warehouse and booked in by early November. Stock that's still in transit can't be sold.
3. Align your promotions with your warehouse
A discount that goes live at midnight creates a wave of orders all at once. So share your promotions calendar with whoever packs your orders: when does each promotion start, which products are included and how many orders do you expect? Bundles or gift sets are best assembled in advance, so that during the peak they only need to be shipped. How that works is explained in what is kitting?
4. Communicate clear deadlines
Customers want to know how late they can order to get their parcel before Christmas. Carriers publish their last shipping dates per country in the autumn. Put those deadlines on your product pages and in your emails, and choose them slightly too early rather than too late. A broken promise in December costs more than an early deadline.
5. Prepare for the returns in January
After the holidays come the returns. Gifts in the wrong size or colour are sent back in large numbers in the first weeks of January. Make sure you know who processes them, how quickly the customer gets their money back and how quickly the product is back in stock. More in processing returns.
Checklist
- Forecast made per week and per top product.
- Peak stock ordered with margin for delays.
- Promotions calendar shared with your warehouse or fulfilment partner.
- Bundles and gift sets assembled in advance.
- Enough packaging material in stock.
- Last order dates for Christmas on your site.
- Returns process ready for January.
At Sendwit we plan your peaks together with you, so that orders received before 18:00 still leave the same working day in November and December. See how we handle ecommerce fulfilment, or get in touch to prepare your peak together.