Every retailer knows the thrill and intensity of the peak season. In just eight weeks during peak season, a brand can generate up to 20% of its yearly sales.
High demand during peak season is exciting, but it comes with high stakes, too—even minor slip-ups can mean lost sales and disappointed customers. It can therefore make all the difference to get your team, processes, and stock in good condition before the rush.
If you’re a retailer looking to boost sales and ensure smooth operations, this guide is for you.
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In this blog, we’ll cover:
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Forecasting every key factor of your operations
Not everything is about what customers want—it’s also about when, where, and how they’ll want it. As business owners, you need to predict every key factor that may arise, as this will form the foundation of your strategy. In fact, a Forrester study shows that companies using predictive analytics are 2.9 times more likely to experience revenue growth above the industry average.
Let’s look at some of the critical factors to forecast accurately.
Demand
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Here’s an example of top holiday-season categories based on the compiled data of Simtech Development:
- Clothing – 56% of consumers purchase
- Gift cards – 44%
- Toys – 37%
- Books and video games – 31%
- Food and candy – 29%
This kind of focused insight will help you stock efficiently, ensuring that top sellers are in hand, while slow movers don’t eat up your storage space.
For even sharper insight, research localised data and trends in your target market to align stock with actual demand in your area.
Peak Hours
Knowing when customers are most likely to shop is just as crucial as knowing what they’re likely to buy. Analysing transaction timestamps from past seasons can help you identify the busiest times of day, days of the week, and even specific promotional periods.
Remember that peak hours can vary by channel. Your online store may see a spike in the evenings, while your brick-and-mortar shop could get busier in the afternoons. Forecasting these times lets you allocate staff and resources precisely, improving customer experience and reducing wait times.
Customer Preferences and Shopping Habits
Customer behaviour tends to shift during peak seasons, and their preferences can be different from the rest of the year. Even customers that are loyal to certain brands may look for unique items or sustainable options during high-demand periods. McKinsey notes that the shift towards values like sustainability and purpose is key in eroding traditional brand loyalty, as more consumers favour brands that reflect their values.
Forecasting customer preferences means knowing which products, styles, or price points your customers will favour, along with understanding their preferred shopping habits (e.g., browsing online but buying in-store). Many customers expect a seamless experience across platforms, so this insight can help you prepare inventory across channels, ensuring availability wherever they choose to shop.
Stock Levels
According to Datascan, businesses with consistently accurate data can significantly reduce overstock, avoid stockouts, and cut down on costly mistakes.
Prioritise predicting high-demand items that will need frequent restocking and identify those that can be ordered in smaller quantities, all based on your demand forecasts.
Creating your peak season strategy
Anticipating demand is half the battle—now you need a strategy to deliver across all aspects of your business. Here are a few ideas you might want to include in your plan:
Omnichannel Strategy
Your customers are expecting a smooth experience, whether they’re browsing online at home or picking up in-store. The trick? Keep it consistent.
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- Unified customer experience. Customers should feel the same level of care no matter how they interact with your brand. So, check your branding and make sure it aligns with your target audience.
- Smooth checkout process. Checkout should be quick, simple, and safe whether customers are using your website or your physical store. It’s advisable to integrate mobile wallets, simplify form fields, and offer multiple payment options.
- Mobile optimisation. These days, even in-store shoppers are pulling out their phones to compare prices, read reviews, or check opening hours. So, make sure your website is mobile-friendly.
Inventory Management
Now, let’s get your inventory ready to meet that demand without going overboard. Smart stock management can keep shelves full without piling on excess.
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- Align inventory across channels. Sync your online and in-store stock, so customers can see real-time availability and order as they please. If you’re a small operation, a detailed spreadsheet might do the trick, but for higher volume, tools like Cin7 or Ordoro will make the process even more convenient.
- Pre-packed orders. Save time by pre-packing bestsellers or seasonal favourites. This simple prep step can speed up order fulfilment during the rush.
- First In, First Out Rule (FIFO). Especially if you have perishable goods or seasonal items, the FIFO rule can help prevent wasted stock. Rotate your inventory so older products are sold first, keeping your stock fresh and relevant.
Staffing Plan
Preparing for the busy season means having the right team in place. The last thing you want is to be caught short-handed with long lines or delayed orders.
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- Flexible staffing. Bringing in temporary or part-time employees can cover you when demand surges. Before the rush, make sure they’re trained in key areas, from customer service to stock handling, so they’re ready to go when needed.
- Empower employees with technology. Equip your staff with tools like mobile POS systems—portable devices that let employees process payments anywhere in the store, improving convenience and cutting down queues. Paired with inventory software, these tools streamline operations and enhance customer service.
- Incentivise overtime for top performers. If your best employees are willing to put in extra hours, consider offering overtime pay or bonuses. They’re already familiar with your operations, so having them on the floor during the busiest times keeps things running smoothly.
Marketing and Customer Relationship Management
Let’s leverage all that customer insight from your forecasting. Personalised and targeted marketing can help you make the most of peak season by drawing in the right people with the right offers.
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- Targeted promotions. Use insights from your data to personalise promotions for specific regions or customer groups. If a product is trending in a particular area, consider a localised campaign. In fact, research shows that 91% of customers are more likely to buy with relevant offers and recommendations.
- Loyalty programs. There’s no better time than now to reward your regular customers with exclusive deals or early access to sales. Repeat customers spend up to 67% more than new ones, so keep them in the loop and offer them a little something extra.
- Influence purchase decisions on social media. With 89% of shoppers saying social media impacts their holiday buying behaviour, this makes the best opportunity to engage your audience across different channels. According to Sprout Social, the most popular social media platforms for commerce and customer service are Facebook, Instagram, and TikTok.
Preparing for unexpected peak season challenges
No matter how much you prepare, things don’t always go as planned. Having a plan B will help you deal with unexpected disruptions, such as supply chain hiccups, a sudden rush of orders, or staffing shortages. Here are some things to consider:
- Have a backup supplierAccording to the Gitnux Report 2024, inadequate supply chain management can cost businesses up to 25% of their yearly income. To prevent this, it’s wise to line up a few trusted backup suppliers in advance.
Look for suppliers who offer reliable shipping options, and build strong relationships with them before you actually need their help. Being proactive here means you’re not left empty-handed when demand surges. - Create an order prioritisation systemWhen demand skyrockets, it’s essential to have a streamlined system for prioritising orders to keep things fair and efficient. First-time customers, for instance, might be sensitive to delays and may expect faster fulfilment. Repeat customers are typically more forgiving but appreciate transparency. Creating tiers based on factors like order size or customer loyalty can help manage expectations and streamline fulfilment.
Automating order processing tasks can save employees around 240 hours annually, and leaders report it could save them up to 360 hours, allowing your team to focus on high-priority orders during peak times. - Create an order prioritisation systemWhen demand skyrockets, it’s essential to have a streamlined system for prioritising orders to keep things fair and efficient. First-time customers, for instance, might be sensitive to delays and may expect faster fulfilment. Repeat customers are typically more forgiving but appreciate transparency. Creating tiers based on factors like order size or customer loyalty can help manage expectations and streamline fulfilment.
Automating order processing tasks can save employees around 240 hours annually, and leaders report it could save them up to 360 hours, allowing your team to focus on high-priority orders during peak times. - Cross-train your team for flexibilityUnplanned staffing issues can throw a wrench in operations, so a cross-trained team can make all the difference. Research suggests that cross-training improves both organisational success and employees’ performance. Training employees across roles ensures you have versatile staff who can step in wherever needed.
Consider running role rotations before the peak season kicks in, so employees gain familiarity with other tasks. And remember, well-prepared staffing can prevent customer dissatisfaction that often stems from understaffed situations, according to Kaizo. - Ensure 24/7 customer support with self-service optionsPeak season doesn’t stop after hours, so give your customers support options that work around the clock. Simple self-service tools like FAQ pages, chatbots, or online return portals allow customers to find answers to common questions without needing to contact your team directly. The Harvard Business Review shows that 81% of customers prefer to resolve issues on their own if possible, so offering these options can lighten the load on your team while keeping customers happy.
- Prepare IT and site infrastructure47% of users expect a website to load in two seconds or less. Anything slower, and you might risk losing them to competitors. That’s why your site needs to be at its best before the busy season kicks off.Test your site speed and checkout process well in advance, and ensure your servers can handle increased traffic. A well-optimised website not only prevents lost sales but also enhances the customer experience. Consider setting up a dedicated support team to address technical glitches quickly, keeping your digital store running smoothly no matter the traffic.
- Create a Financial Cushion for EmergenciesFrom last-minute restocking costs to expedited shipping fees, having extra funds set aside for contingencies will prevent budgetary strain. This small cushion can cover expenses without dipping into profits, giving you peace of mind that no matter what arises, your business is financially equipped to handle it.
Streamlining your delivery with Borzo
A great shopping experience doesn’t end at checkout—it hinges on how swiftly and smoothly you deliver. Partnering with reliable delivery providers ensures that your customers receive their orders promptly.
Borzo, formerly known as WeFast, delivers speed and reliability with its instant citywide courier service, ensuring pickups within two minutes and efficient deliveries across India’s major cities like Delhi NCR, Mumbai, Bengaluru, and more. To simplify logistics, Borzo offers automated solutions like API integration for seamless order placement, a Shopify delivery module for direct checkout integration, and bulk ordering options to manage high order volumes effortlessly—perfect for peak season demands.
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Peak Season FAQ
How can I keep my team motivated during peak season?
Frequent check-ins, clear communication, and scheduled breaks are essential to keeping team morale high during the busy season. Offering performance-based incentives or extra rewards for meeting specific targets can also maintain enthusiasm and productivity throughout the rush.
How much of a financial safety net should you have?
It’s advisable to have enough cash on hand to cover at least three to six months of operating expenses. This ensures you can weather any unexpected costs during the peak season and keep operations running smoothly.
Should I offer extended return periods during peak season?
Yes, offering extended return periods during peak season can enhance customer confidence and encourage more purchases. In fact, 96% of customers are more likely to shop again if they had an easy return experience.
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