The holidays are a great time to acquire new eCommerce customers. They’re also a great time to ship late, run out of stock, and generally derail your eCommerce business. The key difference between the two outcomes: making sure your eCommerce store is holiday-ready.

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But how do you do that? There are a lot of things that you need to consider. There is planning and preparation and supply chain management. There’s marketing, promotion, and sales. Then you need to have a plan for after the holidays too!

It’s a lot to take in. So in this guide, we’ve covered every single way we can think of to get your store ready for the holidays. That way, you can plan and prepare your business and have happier holidays as a result!

Planning and Preparation

Effective planning and preparation are the backbone of a successful holiday season. So here is a list of all the things you need to plan out while it’s still warm outside.

#1: Know the holiday shipping deadlines

Get a handle on the shipping deadlines for different carriers to guarantee deliveries land before December 25. Each carrier and shipping method has its own cut-off dates, so staying in the loop on these deadlines helps you plan your shipping schedule. You can then pass this information along to your customers and set accurate delivery expectations.

#2: Review your supply chain

Dissect every part of your supply chain to avoid bottlenecks during the holiday rush. Make sure you have enough inventory on hand and dependable suppliers in case you need more. Your logistics need to be efficient as well, including order fulfillment and replenishment.

Here’s a quick list of what this entails:

Preparing in advance can make your supply chain run like clockwork. That way, you’re not awake three days before Black Friday wondering when your shipment is coming in.

#3: Identify your customers’ pain points

Think about common issues that customers face during the holidays and tackle them head-on. Typical pain points include late shipping, out-of-stock products, and slow customer service response times.

If you spot and smooth out these issues earlier, you’ll keep your customers satisfied and cut down on potential Grinchiness.

#4: Identify your business’s pain points

Think about your business as a whole before you head into the busy season. Are there problems in marketing, accounting, and other departments? It’s easier to deal with problems in August and September than it is in Q4.

The holiday season can stretch every part of your business thin. Solve problems ahead of time so you can stay focused when it counts. It’s easier to run a marathon if you take pebbles out of your shoes first.

#5: Map your returns process

Plan your reverse logistics to handle the uptick in returns during the holidays. You need to have:

  • Clear return policies
  • Simple return procedures
  • A plan to handle those returns when they come in

Doing this helps you plan for returns, which you’ll probably see a lot of in January. But this also helps keep customer trust and satisfaction high, even when returns are necessary.

#6: Plan link exchanges

“It baffles me every year that more eCom businesses don’t participate in link exchanges with non-competitive but similarly ranked websites,” says Joy Youell at Winsome Marketing.

She goes on to explain her logic, saying that “by late October it’s way too late to be posting SEO content that will support much holiday traffic, but link exchanges start working immediately. Site owners should tap into their business networks, as well as a shortlist of good sites, and get their teams to do the outreach and earn this reciprocally beneficial link juice.”

Inventory and Order Management

You don’t want to run out of inventory during peak sales season. You also don’t want to find yourself unable to fulfill those orders when it counts.

Here are some things you need to make sure you take care of before the holidays.

#7: Estimate your order volume

It’s hard to know how much you will sell during the holidays, but you still need to make your best guess. If you can manage to come up with an accurate prediction, you can dodge both stockouts and overstock scenarios. That way, you can meet customer demand without having a warehouse full of clearance items you’re still trying to get rid of in March.

#8: Stock up on critical supplies

Stockpile packing materials, shipping supplies, and other essentials. Running out of crucial supplies during the holiday frenzy can spell disaster, causing delays and frustration. Prep in advance to avoid last-minute panic trips to overcrowded Costcos.

#9: Hire seasonal workers for holiday shipping

Increase your workforce to handle the higher volume of orders. Seasonal hires can help manage the increased demand without the long-term commitment of permanent staff. Many hands makes light work, after all!

#10: Automate and outsource before you need to

Roll out automation tools and consider outsourcing fulfillment to handle the holiday spike.

You can start with inventory management software like Quickbooks Commerce or Cin7 to automatically track stock levels and reorder supplies. If you ship your own orders, consider using tools such as ShipStation to automate the printing of shipping labels and updating of order statuses.

Outsourcing can also help a ton. Partner with third-party logistics providers like Fulfillrite for warehousing and shipping needs. You can also outsource customer support to agencies like Zendesk to manage inquiries and returns efficiently.

#11: Check all your timetables

Verify all shipment schedules to avoid delays and ensure timely delivery. If you double-check your logistics schedules, then you can rest easy knowing your products will reach customers as expected. That means one less thing to stress about.

Marketing and Promotion

Strategic marketing can skyrocket your visibility and sales. Smartly crafted marketing and promotion plans can help you acquire customers during the holidays while people are open to shopping new places. Then that means you have a whole new base of customers to potentially retain in the new year!

With that in mind, here are some tips on how to handle marketing and promotion.

#12: Ramp up your marketing efforts

“[Run] early campaigns to build buzz,” advises Deepak Shukla at Digital Marketing Group, “along with offering limited-time promotions.”

The holidays are a good time to increase brand awareness, acquire customers, and encourage repeat purchases. Whatever your standard marketing priorities are, give them extra attention during the holidays.

“Revisit your past campaigns for what has worked well and build on these wins,” says Colton De Vos from Resolute Technology Solutions. “Engage your audience on social media, email newsletters, and wherever else you have an online presence. Ask what they want to see this most this holiday season. Then, when your holiday promotion is ready, send it to customers thanking them for their contribution!”

As a rule, you should expect to generally spend more time and money on marketing during the holidays. And when in doubt, start early!

#13: Plan for gift shipping

Offer gift wrapping services and streamline gift shipping processes. This not only adds value for customers wanting to send gifts directly to recipients but also can significantly boost your sales.

#14: Create custom holiday packaging

The holidays are the perfect excuse to roll out festive packaging! That’s why Starbucks always rolls out the holiday cups as soon as they have a chance.

Design your own festive packaging this year. It will improve customer experience and encourage them to share their experiences online. Attractive packaging stands out in people’s feeds when they’re scrolling and can increase your odds of making a sale!

#15: Promote early shopping

Encourage customers to shop early to avoid last-minute rushes. Early promotions and incentives can help spread out demand. This, in turn, can reduce strain on your fulfillment processes.

#16: Use email marketing campaigns

Send targeted emails to keep customers informed about holiday promotions and deadlines. The goal is to send the right people the right incentive at the right time. Email is one of the best ways to do that, and it’s also inexpensive.

Of all the ways to keep in touch with customers, email is one of the most cost-effective ones.

#17: Create custom landing pages

“Creating dedicated pages to capture traffic from seasonal keywords such as ‘Top Gifts for Christmas 2024’ or ‘Summer Sale Must-Haves,’ will generate sales from customers researching gifts,” says John Butterworth from Mint SEO. “The trick to this type of content is to only write about products your store stocks and to include buttons that add the product to the shoppers cart straight from the post.”

Customer Experience

The holidays are going to bring a lot of first-time shoppers to your site. You want to make sure you are providing the best possible experience so they remember to come back later!

A stellar shopping experience can increase conversions and foster repeat business, ultimately boosting overall sales. Here are some tips on how you can do that.

#18: Optimize your website’s performance

A fast, responsive website enhances the shopping experience and can prevent lost sales due to slow load times. Supercharge your site for speed and ensure it can handle increased holiday traffic. For best results, use GTMetrix to spot problems that might be slowing your site down.

#19: Make sure your website is mobile-friendly

Make sure your website is fully functional and easy to navigate on mobile devices. Many customers shop on their phones, so a mobile-friendly site is square one for capturing these sales.

#20: Improve site search functionality

Upgrade your site’s search features to help customers find products quickly and easily. Efficient search functionality reduces frustration and boosts conversion rates. After all, who likes a store that makes it hard to check out? (IKEA being the exception, of course.)

#21: Personalize customer experiences

Use advanced personalization tools to tailor the shopping experience based on individual customer behavior. Personalization creates a sense of connection and relevance, making customers feel valued and understood.

“Capitalize on personalized marketing and strategic partnerships to stand out during the holiday rush,” says Brandon Schroth, Reporter Outreach. “Segment your audience and tailor the marketing strategy accordingly to suit their buying habits and preferences better. This makes the shopping experience more enjoyable and subsequently improves sales.”

Here are a few examples of what that might look like:

  • Personalized product recommendations
  • Tailored email campaigns
  • Customized promotions
  • Behavior-triggered messages (like pop-ups or chatbots offering assistance based on time spend on a page)

Similar to email, the goal is to give the right person the right incentive at the right time.

#22: Implement a loyalty program

The holidays will probably bring new customers to your store. If you can retain them after the new year, you stand to make a lot of money. And loyalty programs can help you do that.

Reward loyal customers with special offers and discounts. This can encourage repeat purchases and increase customer retention.

Sales and Promotions

Offering attractive sales and promotions can drive holiday sales. Here are a few tips and tricks that you can apply to your website to improve your conversion rates and drive sales.

#23: Offer free shipping

Provide free shipping to attract more customers and increase sales. Free shipping is a popular incentive that can boost conversion rates and overall sales.

Think of this way: when you see a shipping upcharge added to items right before you purchase, what do you do? Most people click away and don’t make the purchase.

Don’t do that to your customers!

Free shipping is the easiest way to remove this barrier.

#24: Use influencer marketing

Team up with influencers to tap into their vast audiences and build credibility. Influencers can showcase your products to their followers, amplifying brand awareness and driving sales. Plus, it may be a better deal than buying advertising which tends to be more expensive during the holidays.

“Run interactive campaigns like contests or giveaways on social media,” says SEO Consultant, Jase Rodley. “[This can] engage your audience and encourage sharing to amplify your reach during this busy time.”

Keep in mind that influencers are not just people with a lot of social media followers. Reporters are also influencers, as are reviewers, bloggers, thought leaders, community leaders, and so on. In fact, any well-connected person is a type of influencer.

#25: Set up retargeting ads

Don’t let potential customers slip away—use retargeting ads to reel back those who visited your site but didn’t make a purchase. Because when these reminders come at the right time, they can nudge customers to complete their transaction.

“Many shoppers abandon their carts,” says Paul DeMott at Helium SEO. “A well-timed reminder can bring them back to complete their purchase.”

#26: Offer limited-time discounts

“Creating a sense of urgency can boost conversion rates,” says Michelle Symonds at Ditto Digital. “Countdown timers, banners, and pop-ups can be used to highlight festive sales, limited-time deals, or shipping cut-off dates, encouraging prompt purchases.”

Paul Jozsef at Digital Practice echoes this sentiment, saying “highlight seasonal offers and discounts prominently on your site using relevant keywords like ‘holiday sale’ or ‘festive discounts.’ This helps attract traffic specifically looking for holiday deals.”

The bottom line is that you want to eliminate procrastination as much as possible.

#27: Bundle products

Boost your average order value by offering product bundles. Bundling complementary items adds value for customers and encourages them to spend more. This is one of the easiest ways to increase revenues and profitability.

#28: Create a gift guide

“To stand out during the holiday season, create a gift guide for different demographics or interests,” says SEO Consultant, Jase Rodley. “This will help customers find gifts easily and improve their shopping experience.”

The goal in doing this is to make shopping easy for newcomers. Because people often have a lot of gifts to buy for a lot of people, the information you put in your gift guide can be really helpful. On your end, the gift guide is a handy tool that can highlight popular or unique products.

“To stand out in the holiday rush, we focus on providing users with comparison guides, gift guides, and product reviews in both written and video (YT & Shorts) formats,” says Lana Phillips from Planet of the Vapes. “This ensures that shoppers have all the information they need to make confident buying decisions, boosting trust and increasing conversions.”

Do this right and you can make it easier for customers and boost your sales too.

Customer Support

Exceptional customer support is non-negotiable during the holiday chaos. Top-notch support can turn first-time buyers into loyal customers. Here are some tips on how to handle the human element of the holiday rush.

#29: Extend customer support hours

Provide extended customer support to assist with increased inquiries during the holidays. Longer support hours ensure that customer questions and issues are addressed promptly.

Because people are so busy during the holidays, being able to quickly reach a support rep is a breath of fresh air.

#30: Provide exceptional customer service

Make sure your customer service team is well-trained and prepared for the holiday rush. Give your staff the power to set things right without having to go through bureaucratic hurdles.

Great customer service makes a big difference during the holidays. Remember that people are busy, but not so busy they won’t notice if you handle their problems well.

It’s simple but true – if the shopping experience is a good one, then they’ll be more likely to come back later.

#31: Streamline the return process

Make it easy for customers to return products. And make sure you can handle those returns easily too.

Returns are extremely common in eCommerce. This is even more true around the holidays, when people tend to get gifts they may or may not want.

For that reason, a simple, efficient returns process can improve customer satisfaction and loyalty. And who knows – a gift recipient may return an item, only to be impressed and buy something more expensive. It happens sometimes!

#32: Use the return process as a chance to provide great customer service

Returns are not, in fact, the end of the world. Smart store owners use them to try to retain new customers.

When returns comes in, offer exchanges or suggest alternative products. This can transform a potentially negative experience into a positive one that keeps customers coming back.

#33: Balance customer service with expense management

Fine-tune your returns policy to strike a balance between satisfying customers while also managing costs. Before the holidays, make sure your returns process is efficient and cost-effective while still providing top-notch service.

Post-Holiday Strategies

After the holiday hustle, it’s time to review and refine. These post-holiday strategies can turn the chaos of the holidays into actionable improvements, preparing you for the next season.

#34: When the holidays are over, revisit your processes

Conduct a thorough audit of your holiday operations. Identifying strengths and weaknesses in your performance can help you prepare better for the next busy season, guaranteeing you learn from every experience.

#35: Use returns to ask customers for feedback

Returns are the perfect time to gather feedback. Customers and their opinions can reveal issues with products or processes, helping you make necessary adjustments to improve future offerings and overall customer satisfaction.

#36: Figure out what to do with returned merchandise

If you make a lot of sales over the holidays, you’ll see a lot of returns too. You need to figure out what to do with them in advance.

Decide whether to restock, recycle, or donate returned items. Managing your returns properly can save costs and help you position your company as eco-friendly.

#37: Offer gift cards

Gift cards are a versatile option for customers and a boon for business. They cater to last-minute shoppers and drive future sales, making them an excellent addition to your post-holiday strategy.

Security and Optimization

If your website is slow before the holidays, it’s going to dramatically lower your sales potential. You will want to make sure that’s not an issue before the sales start coming in.

And while you’re doing technical work, it’s a good idea to beef up your security anyway. Santa knows if hackers are being naughty or nice, but it’s better to keep your site from being breached in the first place. That will keep you safe while you’re waiting on him to deliver a payload of coal to the bad guys.

#38: Secure your website

The eCommerce holiday season is a great time to be a cybercriminal. That’s why you should implement solid security measures to protect customer data and transactions.

If nothing else, make sure your passwords are secure and you have two-factor authentication turned on. These are among the most common vulnerabilities sites have and they take five minutes to fix.

#39: Proofread meticulously

It’s a pain, but you need to do it. Proofread all your pages and make sure there are no mistakes.

Your content needs to be error-free to maintain credibility. Remember: high-quality, accurate content will increase the odds that people trust you. (Who wants to give credit card info to a store riddled with typos?)

#40: Hire a professional editor

Proofreading on your own is good. Having a professional do it is better.

If you can afford it, consider hiring an editor to polish up your website and campaign materials. Not only will they catch typos, they may be able to generally tighten up your copywriting as a whole. That can dramatically improve your conversion rates.

#41: Optimize checkout process

Simplify your checkout process to reduce cart abandonment. You want it to be as easy as possible to make that first purchase.

If nothing else – make sure people don’t have to make an account to make a purchase. (No one will bother to do that!)

#42: Use analytics to track sales

Make sure you have a sales analytics system set up before the holiday. The sales data you gather this season will help you make smart decision in the long run. For example, your sales data might make it easier for you to upsell or cross-sell in the future.

#43: Test your processes

You don’t want your website to break on Black Friday. Nor do you want your shipping operations to fall apart on December 22.

Test all aspects of your operations to make sure they’re running smoothly. Preventative maintenance is easier than troubleshooting under pressure!

Final Thoughts

When you run an eCommerce store, planning for the holidays requires a lot of work ahead of time. You need your inventory management and supply chain to be all figured out. Customer support needs to be trained and ready to go. And your sales and marketing both need to be on point.

It’s a lot to take in. But by thinking in advance, you can dramatically increase your odds of having a successful holiday season.

These tips should help get your eCommerce store holiday-ready. That way, you can confidently deal with increased demand, deliver great experiences, and retain customers for the years to follow.