Planning the perfect peak – timing is everything
Is peak season always a festive affair? Often, yes. Many brands see increased orders across Black Friday and Cyber Monday, carrying on through to the holiday season, including the major sales and discounts post-Christmas. However, for some brands, peak season falls at different times throughout the year – but the operations require a similar amount of planning and adequate preparation is essential.
Timing depends on the industry vertical in question. Popular gifted items such as beauty products, luxury, jewellery, and gift sets tend to hit a peak at traditional times – add in Valentine’s Day for jewellery. Other verticals such as sportswear, fashion and apparel are more likely to experience peaks correlating with their seasonal releases or matching up with a major sporting event such as Wimbledon or the World Cup.
Some brands choose not to run deals and offers in the traditional peak season/Black Friday madness and focus instead on running their sales at a time that makes the most sense for their products. Back-to-school deals in September, kids holiday clothes at the beginning of the school holidays – each brand to their own. Luxury brands at the other end of the scale often don’t run sales or special offers, but they often experience peak demand at the height of the gifting season.
Determining the most popular time for your brand is a crucial step, especially if you are a growing business that may experience some challenges when demand fluctuates. Brands should consider their peak season, the launch of a new product, the start of seasonal promotions or annual events when looking to prepare for potential spikes in demand. Proper preparation, whenever your peak hits, is essential to provide your customers with positive experiences and ensure long-term growth.
Equip yourself with the essential skills to detect and execute ongoing improvements all year round, enabling you to meet customer commitments and fulfil expectations when it’s most crucial. Download the PFS eBook, “Is it Ever too Early to Prepare for Peak?”, to gain practical insights and strategies geared towards helping you achieve success during your next peak season. Learn what it takes to confidently navigate your busiest season, regardless of when that may be.
Download the eBook here