Seven ways to prepare your packaging for increased demand

Do you experience a surge in orders during the final quarter of the year? If so, you’re not alone; around 40% of retailers make more than half their annual sales in the last three months of the year. For many eCommerce and retail businesses, how well you prepare and how efficiently your packaging performs can define your success during this critical period.

This guide explains why and how your business should plan for peak season, emphasising the crucial role that effective packaging and preparation play in ensuring seamless operations.

1. What is peak season?
2. Why peak season preparation matters?
3. How to prepare for peak season
4. Summary

Peak season, sometimes referred to as the “golden quarter”, typically runs from  October through January. It includes key trading events such as Black Friday, Cyber Monday, and the Christmas period, when online and in-store sales reach their highest levels.

In some industries, peak season begins even earlier, covering back-to-school shopping, Halloween, and other seasonal events. For businesses in both retail and eCommerce, this makes planning essential. Packaging supplies, processes, and logistics must all be capable of handling the increase in orders without compromising speed, accuracy, or customer experience.

The rapid growth of eCommerce means that online damage now accounts for roughly a third of all Black Friday sales, and that number continues to rise each year. With more orders to pack and ship, many companies find that packing times and costs increase during this period.

Alongside higher-order volumes come further challenges:

• Recruiting and training staff
• Maintaining stock levels
• Managing logistics partners
• Meeting delivery times

Without the proper planning, even a minor disruption can have a significant impact on performance and profitability.

The good news? With the right packaging and preparation, your business can stay ahead of the curve.

Below are seven essential steps to ensure your packaging and fulfilment processes are ready for the busiest time of year.

Begin by analysing last year’s peak season. What worked well? Where did the delays or packaging issues occur? Look at order data, packing times, damaged returns, and customer feedback.

Consider any external factors that may influence performance, such as material shortages, shipping delays, or changes in customer behaviour, and plan accordingly. Understanding what happened last time provides a solid foundation for improving your results this year.

Even the most efficient packaging system won’t perform well without a well-prepared team. Peak season often brings an influx of temporary staff, so training should happen well in advance.

Provide clear instructions, visual guides, and standardised processes so that every team member knows what to do from day one. Investing time in staff preparation helps ensure consistent output, reduces errors, and maintains high morale during the busiest weeks.

Increased demands mean more packaging and product stock on-site. Review your warehouse layout and storage systems to ensure everything is easily located and replenished.

Well-organised workstations, efficient picking routes, and clearly labelled areas for packaging and products can drastically improve throughput. Even minor layout adjustments can make a noticeable difference when order volumes rise.

The types and sizes of your packaging have a direct effect on your productivity and costs. Oversized boxes not only waste materials and require extra void fill, but also add unnecessary weight to shipments. Conversely, undersized or low-quality packaging increases the risk of product damage and returns.

Consider rationalising your packaging range to simplify selection and speed up fulfilment. Ensuring your team always has the right materials to hand can significantly boost efficiency during peak times.

Custom packaging can be a game-changer, especially during peak periods. Bespoke packaging is designed to fit your products precisely, reducing the need for excess void fill and cutting your shipping costs. They’re often quicker to assemble, more space-efficient, and provide better protection in transit.

Custom designs can also strengthen your brand. During the festive season, when customers are shopping for gifts, an attractive unboxing experience can elevate your brand and encourage repeat business.

Your packaging supplier plays a crucial role in keeping your operation running smoothly. A proactive partner should understand your business cycles, anticipate your needs, and assist you in planning your stock levels.

Consider whether your supplier offers services such as Just-in-Time (JIT) supply or Vendor Managed Inventory (VMI). These solutions can reduce the amount of packaging you need to store on site, freeing up valuable space and ensuring you always have the materials you need when you need them.

At Suttons, we work closely with our customers to forecast their requirements and adapt our supply to meet their seasonal peaks, ensuring no last-minute shortages or delays.

Finally, remember that your packaging is more than just a means of shipping products; it’s a core part of your brand experience. During peak season, when customer expectations are at their highest, packaging that looks professional, protects goods, and is easy to open (and return) can make all the difference.

A memorable unboxing experience can enhance customer satisfaction, drive repeat orders, and generate word-of-mouth recommendations. Packaging that performs consistently demonstrates reliability and reinforces brand trust.

Preparing early, reviewing your data, training your team, and collaborating with the right packaging partner can significantly enhance how effectively your business handles seasonal spikes.

At Suttons, we help businesses of all sizes to plan for peak demand with tailored packaging solutions that improve efficiency, reduce waste, and enhance the customer experience.

Get in touch with our team today to discuss how we can help your packaging and fulfilment run smoothly throughout the busiest time of year and beyond.