11 tips to prepare for peak season packaging demand

Peak season, also known as the “golden quarter”, is the term given to the busiest time of year for eCommerce and retail businesses. It lasts from October to January. eCommerce peak season encompasses Black Friday, Cyber Monday, and the festive trading period. As many as 4 in 10 businesses see over half their annual trade condensed into these months.

In essence, peak season is when businesses experience their strongest trading.

For some retailers, the peak can start as early as the “back to school” period, with Halloween and Bonfire Night also key dates on the calendar.

This makes peak season planning crucial. Businesses must ensure that their packaging supplies, processes, and supporting logistics can support the increased demand.

Of course, picking products and the packaging to ship them is only the first part of the fulfilment process. Reviewing your entire packing process makes sense, as this often highlights areas you can improve.

For example, ensuring packing stations are well laid out. Staff having enough packaging and materials for a full day (or shift) of orders can also significantly affect throughput.

As mentioned, having staff well-trained in a standardised set of procedures can also aid productivity.

Ensuring that you are optimising your packing processes and staff efficiency can be a significant factor in coping with peak demand.

Besides processes, the type and amount of packaging used are also critical.

For example, poorly trained staff may use oversized boxes, which then require filling with excessive void fill. Not only do these additional materials cost your business money, but they are also more expensive to ship. It can even annoy customers, who have to dispose of this excess packaging.

Equally, orders that don’t use enough packaging can become damaged during transit, leading to returns.

Another note of caution here is the size of your packaging inventory – if you have a vast array of boxes to send items out in, it can mean staff spend too long deciding which ones to use. Rationalising your packaging – even if it is just for peak season – can alleviate this and help with costs and space savings.

One way to resolve any issues you face with your packaging is to switch to bespoke boxes and items.

Not only does bespoke packaging typically provide better protection during transit, but it can also be easier and quicker to assemble.

Custom-sized boxes usually reduce the amount of space required to transport them, reducing costs, material usage and environmental impact (including less CO2 emissions from delivery vehicles).

Bespoke packaging can also carry your branding and provide a much-improved experience for your customers.

Several previously detailed tactics to streamline and enhance your packaging may be impossible due to one key factor – your packaging supplier!

As such, it is worth assessing the service you receive from your packaging provider. If they are not proactive, do not understand the intricacies of your business, are unresponsive or do not even supply all of the packaging you require, then switching to a new packaging supplier could provide you with noticeable benefits.

And whilst moving to a new supplier during the peak is likely not a good idea, going into this period with a packaging partner – rather than just a supplier – can be a significant advantage.

A service that an established packaging supplier can usually provide is that of JIT (just in time) supply.

Also referred to as a vendor-managed inventory (VMI), it involves your supplier providing your packaging just as you need it – from either a stock holding or efficient manufacturing schedules.

This service can vastly reduce the space you require for storing your packaging. JIT supply also allows you to hold more stock of products, accommodate more packing staff, or more effectively organise your warehouse space.

A final yet critical benefit is your packaging supplier’s ability to predict your peak and troughs in demand – a true packaging partner should have a good idea of your packaging usage during peak season and plan accordingly.

Once your packaging has left your fulfilment centre, its job is only just beginning.

Your packaging should be strong and durable enough to protect your orders through the supply chain, preventing damage and the inevitable returns that follow. However, as many as 20% of retailers and 3PLs report that transit damage increases during eCommerce peak season.

Even if your packaging performs as expected, there will still be returns from customers that change their minds. Your packaging can help here, too, by allowing customers to return products quickly, easily and safely.

If your eCommerce packaging can withstand the initial and return journeys, it can help you vastly decrease product damage and unsellable stock.

As well as minimising (and aiding) returns, your packaging can also help to optimise logistics.

Correctly sized packaging allows delivery vehicles to carry the maximum amount of products, with even small gains here helping you cope with peak demand. This benefit is, of course, in addition to the cost savings and environmental benefits.

Optimising box sizes can also allow for more efficient delivery. For example, slim packaging that fits through letterboxes (and that does not require customers to be home and sign for the parcels) minimises attempted deliveries, helps transport efficiency, and improves customer satisfaction).

Whilst you must plan these strategies well before peak season, they can make a significant difference.

It may seem obvious., but being prepared for every eventuality is critical to a successful peak season.

Historical data can help, but as the last few years have shown (including COVID-19 lockdowns, changing consumer behaviour, and even cardboard shortages), some things can be challenging to predict.

Come up with a strategy that covers a range of scenarios, both positive and negative, and have contingency plans in place.

Also, ensure you prepare for the peak to come earlier or later than expected.

Always be organised and prepared for any eventuality.

With all of the planning and considerations that go into a successful peak period (including, but not limited to, your packaging), it can be easy to forget that peak season is an important time for your customers, too.

Consumers buy Christmas gifts for their family and friends, prepare for big events and gatherings, look for bargains, or just treat themselves.

Your packaging should not only help get these consumers’ orders to them safely and in a timely fashion but also become part of the experience.

Placing a focus on the unboxing experience – and how this reflects your brand – delighting your customers and providing the wow factor can help win repeat business and foster brand loyalty (not to mention word-of-mouth recommendations).

Your packaging should be an essential sales tool for your business, not just during the peak.

Whilst there are many factors to consider, taking a systematic approach to preparing for peak season packaging demand can significantly impact your business success.

Ensuring you do the basics well, considering all eventualities and working alongside a packaging supplier that understands your business’s particular challenges can prove invaluable.

Worried that your packaging and processes may not be ready? Then please get in touch with GWP. One of our experts will gladly provide specialist packaging process advice, ensuring successful peak-season packaging for your business.

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