Your complete peak season 2025 playbook: A guide for e-commerce businesses

Peak season isn’t just busy. It’s a critical period for your e-commerce business. For many e-commerce businesses, the weeks between November and January can account for up to 50% of annual revenue¹. Getting it right means happy customers, healthy profits, and a strong start to the new year. Getting it wrong? That’s exactly what we’re here to help you avoid.

Peak season 2025³ differs from previous years in three critical ways.

Global shipping has stabilized post-pandemic, but regional variations and weather-related delays remain. SMEs should maintain a buffer stock and monitor carrier updates daily. At FedEx, we have a vision to make supply chains smarter for everyone by leveraging advanced data and technology to better serve our customers.

Singles’ Day begins in early November, Black Friday occurs in mid-November, and post-Christmas sales continue into January. An eight-week peak is now typical. However, keep in mind that the Lunar Year in 2026 is from February 17^th to March 3^rd. So, don’t forget to stagger your staffing, campaigns, and inventory to match this extended timeline.

Returns for online purchases average 20–30%⁴, with some categories being higher. Tracking reasons for returns proactively reduces cost and operational stress.

*Exact dates vary by carrier and service level. Verify international deadlines with your providers.

Pro Tip: Use a peak season dashboard in a spreadsheet or project management tool. Track daily order volume, carrier delays, and returns in real-time. This will provide an at-a-glance view of operations, allowing for quick adjustments.

• Look at last year’s sales, adjust for growth, and add a 20–30% buffer for uncertainty.
• Track stock-out moments and plan to avoid repeating mistakes.
• Order inventory earlier than comfortable (late October delivery is ideal).

Pro Tip: Group products into high, medium, and low priority based on past sales trends. Allocate inventory accordingly to avoid overstocking slow-moving items.

• Carriers allocate capacity early. Waiting can result in missed slots or additional surcharges.
• Contact carriers now to discuss volume discounts and collection times.
• Use multiple carriers to spread risk. Match your service levels to shipment needs.

Pro Tip: Consider cross-docking or local fulfillment partnerships in key regions to shorten delivery times without overloading your main warehouse.

• Automate order imports, batch label printing, and tracking updates.
• Set up shipment notifications for dispatched, out-for-delivery, and delivered statuses.
• Most e-commerce platforms like Shopify and Magento support these integrations.

Pro Tip: Use customer segmentation for automated communications. VIP customers, repeat, and first-time shoppers may benefit from slightly different messaging or shipping updates.

• Under-promise and over-deliver on delivery times.
• Update your website with the last order dates and communicate proactively.
• Respond to inquiries within 24 hours, even during the peak chaos.

Pro Tip: Consider live chat support or AI chatbots during peak days. These can handle common queries like tracking information or order changes, freeing staff for more complex issues.

Here are some interesting statistics⁵. At least 30% of all products ordered online are returned (brick and mortar stores have 9%). And 92% of consumers surveyed said they would buy again if the product return process was easy.

• Additionally, 79% of consumers consider free shipping non-negotiable!
• Smooth returns increase loyalty.
• Include your returns policy⁶ on packing slips and via QR code.
• Track returns reasons to address product or description issues.

Pro Tip: Offer incentives for exchanges instead of refunds. For example, a discount on the next purchase or free shipping for replacement items can retain revenue and improve customer satisfaction.

• 30-day standard returns window. State item condition requirements, shipping costs, and refund timeline.
• Offer exchanges or instant store credit when possible.

Pro Tip: Categorize returns by product type or reason. Over time, this data can reveal design flaws, sizing issues, or packaging problems that can be fixed before next year’s peak season.

• Reduce waste with right-sized packaging.
• Consolidate orders and offer a “green delivery” option.
• Comply with EU packaging laws (Germany, UK, and France differ).

Pro Tip: Communicate sustainability initiatives with your customers⁷. Shoppers are more likely to choose eco-friendly delivery options when they see the impact of their choices.

• Start Planning Now – Order inventory by late October, confirm carrier capacity, and test your systems before November arrives.
• Communicate Clearly – Set realistic delivery expectations, update customers proactively, and respond to inquiries quickly.
• Map the Calendar – Know your critical dates for each event, from Singles’ Day through Boxing Day, and assign specific actions to each window.
• Automate What You Can – Use technology for label printing, tracking updates, and customer notifications to save time during busy periods.
• Prepare for Returns – Make the process simple, track reasons carefully, and view returns as relationship-building opportunities.
• Build Buffers – Extra inventory, backup carrier options, and overflow staffing plans prevent panic when unexpected issues arise.
• Think Sustainable – Right-size packaging, consolidate shipments, and offer eco-friendly delivery options that resonate with conscious consumers.

Disclaimer: The information provided on this page does not constitute legal, tax, finance, accounting, or trade advice, but is designed to provide general information relating to business and commerce. The FedEx Small Business Hub content, information, and services are not a substitute for obtaining the advice of a competent professional, for example (but not limited to) a licensed attorney, law firm, accountant, or financial adviser.