The Christmas shopping season is the busiest and most profitable time of the year for retailers. But success doesn’t happen by chance, it requires careful planning, smart execution, and the ability to adapt quickly. To help you prepare, we’ve created a step-by-step Christmas retail checklist that takes you from early planning in September all the way through to post-season clearance in January.
Whether you’re a store owner, retail manager, or eCommerce seller, this guide will help you:
• Maximise sales during peak holiday shopping season
• Create a festive atmosphere that attracts and delights customers
• Manage inventory effectively to avoid costly stock shortages or overstocks
Let’s countdown to Christmas together!
September – Early October: Planning & Procurement
The earlier you prepare for the holiday shopping season, the more organised and profitable you’ll be. Think of this as the foundation of your Christmas retail strategy.
• Forecast demand: Review last year’s holiday sales data and identify product categories likely to trend this year. Factor in supply chain delays and changes in consumer behaviour.
• Order stock early: Retail inventory planning is critical. Secure your bestsellers now and don’t forget seasonal extras like wrapping paper, decorations, and gift cards.
• Plan store layout: Map out where festive retail displays will go based on high foot traffic areas. Consider creating “gift zones” and clear signposting to make shopping easier.
• Plan additional seasonal display infrastructure: Ensure you have enough fixtures, shelving, and pop-up display units to accommodate increased stock volumes and seasonal product ranges. This helps keep your store organised and products accessible during peak periods. You may also want to consider back of house stock overflow storage.
• Decide on Christmas pop-ups: Determine whether a temporary promotional pop-up or market stall fits into your seasonal strategy. If so, secure locations, permits, and design requirements early to avoid last-minute hurdles.
• Set budgets: Allocate funds across seasonal promotions, digital advertising, and in-store experiences.
• Schedule staffing: Holiday shopping means longer hours and higher traffic. Forecast your needs and create a recruitment plan for seasonal staff.
Tip: Cost of ads between now and end of November will double. Push your top of funnel ads for Black Friday & Xmas Sales now to maximise on them.
Late October – November: Installation, Recruitment & Kick-Off
By late October, it’s time to bring the festive spirit into your store or online shop. Customers expect to see Christmas retail displays, early promotions, and gift inspiration.
• Install decorations & signage: Festive lighting, window displays, and in-store music all help create an inviting atmosphere. A strong visual merchandising strategy can increase footfall and average spend.
• Launch marketing campaigns: Kick off your Christmas marketing strategy with email campaigns, social ads, and local promotions. Black Friday and Cyber Monday should be part of this stage.
• Hire & train staff: Seasonal team members should be trained in customer service, upselling, and gift-wrapping before the peak rush.
• Test systems: Make sure your eCommerce site, payment systems, and click-and-collect services can handle higher traffic and volume.
• Top up stock: Secure buffer inventory of your bestsellers so you’re not caught short in December.
Tip: Be prepared for Black Friday & Cyber Monday sales, as they are cannibalising on retail Christmas sales with 65% of brands last year having their biggest profit month in November.
December: Peak Season
This is when your holiday retail strategy pays off. Customer traffic is at its highest, and your goal is to convert browsing into buying while keeping the experience seamless.
• Run festive promotions: Time-limited offers, loyalty member discounts, and bundled gift sets drive urgency and boost basket size.
• Manage inventory daily: Keep a close eye on fast-moving lines. Stockouts during December mean missed opportunities, while overstocks can eat into January margins.
• Deliver excellent customer service: Shoppers expect a warm, helpful, and stress-free experience. Train staff to upsell stocking fillers or suggest alternatives if items sell out.
• Highlight last-minute options: Gift cards, stocking fillers, and ready-to-go hampers are essential for last-minute Christmas shoppers. These are best positioned in a seasonal window display or at you POS checkout area on displays such as Card Stands and Retail Dump Bins.
• Communicate delivery deadlines: For online orders, make cut-off dates for Christmas delivery clear and visible on your website, emails, and social channels.
Tip:
January: Post-Season Clearance & Performance Review
The Christmas rush may be over, but the retail work doesn’t stop. January is crucial for clearing old stock, retaining new customers, and learning from the season.
• Plan a clearance sale: Launch post-Christmas clearance sales to move excess inventory. This frees up valuable storage and cash flow for spring ranges.
• Retain customers: Keep engagement high with New Year promotions, loyalty rewards, or “thank you for shopping” campaigns.
• Staff debrief: Seasonal staff and frontline teams often have valuable insights about customer behaviour and operations. Capture this feedback now.
• Review performance: Analyse sales data, marketing results, and stock efficiency. Which promotions worked best? Which products overperformed or underperformed?
• Start planning ahead: Use your learnings to strengthen your retail calendar for the year ahead.
Tip: Retailers who treat January as a learning period consistently improve their holiday retail strategy year after year.