On this page
Peak shopping periods bring both higher demand and higher shipping delays, since suppliers face the same seasonal crunch every other store does. Planning ahead is what separates a smooth event from a wave of unhappy customers.
In this guide
Why seasonal planning matters
Shipping delays and supplier stockouts both increase during peak seasons, at the exact moment customer expectations are highest. A store that plans ahead can set accurate expectations instead of getting caught by them.
A seasonal planning timeline
| Timing | What to do |
|---|---|
| 6–8 weeks before | Confirm supplier stock levels and realistic shipping times for the season |
| 4–6 weeks before | Prepare marketing content and any planned promotions |
| 2–3 weeks before | Update shipping cutoff dates and messaging on the store |
| During the event | Monitor stock and shipping delays closely, and communicate proactively |
Handling the post-holiday slowdown
Demand and ad performance often dip right after a major sales event, which is a normal, predictable pattern rather than a sign something has gone wrong. Planning content and offers for that quieter period ahead of time smooths out the drop.
Frequently asked questions
How far in advance should I start planning for a holiday sales event?
Six to eight weeks ahead is a reasonable starting point, especially for confirming supplier stock and realistic shipping times during a peak period.
Why do suppliers take longer to ship during peak seasons?
Suppliers face the same seasonal demand surge as every store they work with, which can extend processing and shipping times well beyond their normal average.
Should I set a shipping cutoff date for holiday orders?
Yes, and it should be communicated clearly on the store, since customers ordering close to a holiday need to know whether delivery is realistic before that date.
Is a sales dip after a major holiday normal?
Yes, it is a common and predictable pattern, not usually a sign of a deeper problem. Planning content or offers for that quieter period ahead of time helps smooth it out.