It may be summer outside, but for ecommerce and retail brands, July is the perfect time to start thinking about Q4. Holiday shopping season will be here before you know it, and if you're not already planning your fulfillment strategy, you're putting your brand at risk of delays, stockouts, and missed sales.
The brands that win the holiday season? They're already preparing now.
Why Holiday Fulfillment Planning Starts in July
It’s easy to think there’s still plenty of time, but the reality is that holiday prep starts months before the first Black Friday ad goes live. Lead times are longer, carrier capacity gets tighter, and warehouse space begins to fill up quickly.
A 2024 study by Tinuiti found that 31% of shoppers plan to start their holiday shopping before October. Many consumers report starting as early as July and August. Major retailers like Amazon are already capitalizing on this trend with events like Prime Day in July, pulling forward consumer spending and getting in front of early buyers.
If your fulfillment strategy isn’t in place when those orders start rolling in, you’re already behind.
By planning early, you give yourself the flexibility to:
What to Do Now to Prep for Q4
Getting ahead of the holiday rush starts with strategic planning and clear communication.
Align Your Q4 Strategy Across TeamsIf you’re planning to use holiday-themed packaging, gift kits, or custom materials, now is the time to finalize those details internally and confirm lead times. These decisions will directly impact inventory planning, kitting needs, and fulfillment timelines.
Meet With Your Fulfillment Partner and Share ForecastsWhile a good 3PL can scale with demand, sharing this information early ensures better execution, fewer surprises, and a smoother experience when peak hits.
This is also the time to work together on setting clear cutoff dates for both fulfillment and shipping. Whether it’s a standard ground order or a last-minute rush, your 3PL will be your best resource in determining the deadlines your customers need to know. Once finalized, share these dates with all internal teams including customer service, marketing, and ecommerce to ensure consistency in messaging and avoid confusion.
Coordinate Inbound Freight EarlyPBD’s in-house freight brokerage division, Freight Scouts, works directly with our warehouse teams to manage inbound and outbound shipments. We help secure capacity early, streamline scheduling, and eliminate the need to coordinate with an outside freight provider. This saves you time, cost, and unnecessary stress.
Test Your Systems and Visibility Tools
Make sure your ecommerce platform, order tracking systems, and reporting tools are ready for higher volume. Real-time visibility will be key to managing demand and providing top-tier customer service during the busiest time of year.
If your brand sells into big-box retailers (Amazon, Walmart, Target, etc.), regional chains, or independent (mom & pop) shops, Q4 planning should also include B2B order expectations. These shipments often involve larger volumes and strict delivery windows, especially as retailers prepare for the holiday rush and year-end inventory pushes.
The good news? When you work with a 3PL that understands retailer requirements, you don’t have to stress about routing guides, labeling specs, or EDI compliance. Your role is to provide projected order volumes, key delivery timelines, and any upcoming promotions or new product launches.
From there, your 3PL can handle:
Scheduling outbound shipments to meet retail delivery windows
Managing pallet builds and labeling per retailer specs
Ensuring accurate EDI and ASN communication
Proactively planning for storage, staging, and labor needs
By sharing your B2B plans early, you allow your 3PL to prepare ahead of peak demand and ensure seamless fulfillment to your retail partners — without last-minute fire drills.
Extra Details That Set You Up for Holiday Success
Plan for Post-Holiday Returns
Don’t forget to look beyond December. January often brings a wave of returns, and your 3PL should be ready with a clear reverse logistics process. Work with them in advance to define return policies, restocking procedures, and how returns will be tracked and reported. A seamless return experience helps retain customers and protect your reputation.
Keep Your Customers in the Loop
A fast, accurate fulfillment process is great, but your brand’s success also depends on keeping customers informed and happy. Set expectations clearly during peak season. Use your website, emails, and social channels to share shipping deadlines, backorder notices, and fulfillment updates. Transparency builds trust and reduces customer service headaches.
Build a Backup Plan
Even the best plans can hit snags. Having a contingency plan can save the day. Work with your 3PL to identify potential risks such as inventory delays, carrier shortages, or unexpected spikes. Create backup plans that include alternate SKUs, flexible shipping options, or increased labor or space capacity if needed.
Preparing early for the holiday season isn’t just a best practice, it’s a competitive advantage. From aligning your internal teams to locking in freight and fulfillment plans, the work you do now sets the stage for a smoother, more successful Q4. At PBD, we partner with brands to navigate every step of the process so you can focus on growing sales, not managing logistics. Ready to get a head start on your holiday fulfillment strategy? Let’s talk.