Start Planning Christmas: What the Data Says About Early Buyers

Start Planning Christmas: What the Data Says About Early Buyers

It may still be summer—but for successful card and gift retailers, Christmas starts now. Across the wholesale industry, we're seeing a clear shift: retailers who plan early consistently outperform those who wait. Whether you’re a gift shop, card shop, balloon store or general retailer, early Christmas planning can mean the difference between strong festive sales—and missed opportunity. Industry data and consumer trends reveal that early buyers enjoy better stock availability, smoother logistics, and higher sell-through rates. So what are they doing differently—and what can you do now to take advantage?

UK Shoppers Buy Earlier Than Ever

“Nearly two‑thirds (63%) of UK consumers start Christmas shopping by July,” with 77% by September and 85% by October.
The Institute of Practitioners in Advertising (IPA) reports that 17% of UK adults shop in September–October, rising to 19% in early November.

🧩 Insight: If you’re not stocking Christmas cards by September, you’re missing the early-wave buyers who set the tone for the season.

Lock-In Best-Sellers Before They Sell Out

From contemporary humour to traditional favourites, seasonal Christmas card designs don’t stick around. We’ve seen year after year that the most popular designs are snapped up early—often by retailers who place their core order in September. Retailers who place orders before October are three times more likely to secure complete seasonal ranges—from best-sellers to niche designs—compared to last-minute purchasers. This aligns with widespread supply-chain data showing “Christmas creep” in retail planning.

Benefits of ordering early:

Full access to seasonal collections
Greater control over range and price points

Better ability to forecast and top-up later

🧩 Insight: Early bird retailers get choice—and stronger stock variety all season long.

Get Time on Your Side

Last-minute ordering often means rushed merchandising and missed opportunities. Retailers who plan and order early report 10–15% higher sell-through rates. With time to merchandise thoughtfully and promote key designs, they achieve more sales—without leftover stock at year-end.

When you plan ahead, you gain time to:

Merchandise your cards intentionally
Theme your displays around shopper habits
Promote key cards through social media or in-store

Retailers who order early can create more impactful displays, leading to stronger sell-through and less post-season clearance.

🧩 Insight: Better stock planning equals better returns—not just sales.

Smooth Operations = Effortless Ordering

Shipping delays and stock issues can derail even the best Christmas season. Logistics and delivery performance dip sharply as peak season approaches. Internal warehouse data confirms that orders placed in September enjoy up to 40% faster fulfilment than late-season orders. By placing orders early, you give yourself a smoother path:

Avoid courier delays and warehouse backlogs
Reduce pressure on your team
Spread your seasonal workload across weeks instead of days

🧩 Insight: Early ordering means less courier pressure, fewer delays, and far fewer customer issues.

Set Up for Growth, Not Panic

Early planners aren’t just more organised—they grow faster.

By starting with a core Christmas order early, then topping up as you go, you maintain:

Stock flow
Store energy
Customer satisfaction

🧠 Bonus Insight: Over half of early buyers return for a second top-up order during peak season—proof that starting early doesn’t mean you stop engaging mid-season.

How to Prepare for Christmas (Without the Stress)

Here’s a simple 4-step plan to get ahead of the game:

Review last year’s festive sales – note what sold quickly or ran out
Browse this year’s Christmas card collection – focus on variety, value, and voice
Place a core order early – aim for September to get best availability
Set a top-up reminder for late October or early November

With an effortless ordering process and a flexible stock strategy, you’ll be ready for anything the season throws at you.

Final Thought: Start Early, Sell More

Planning ahead isn’t just smart—it’s profitable.

The best-selling Christmas retailers don’t leave it to chance. They secure stock early, build displays intentionally, and let the season unfold with confidence, not chaos.

This year, skip the panic. Start early—and make Christmas easy, effective, and effortless.

Sources & References

Deloitte 2023 Holiday Retail Survey
https://www2.deloitte.com/us/en/pages/consumer-business/articles/holiday-retail-sales-consumer-survey.html
National Retail Federation (NRF) – Holiday Shopping Data
https://nrf.com/media-center/press-releases
(Note: While NRF is US-based, the trend toward early shopping is reflected similarly in UK data.)
Statista – UK Christmas Shopping Start Time (2023)
“When do consumers in the United Kingdom begin Christmas shopping?”
https://www.statista.com/statistics/1300847/christmas-shopping-start-uk/
IPA (Institute of Practitioners in Advertising) – Christmas Shopping Timeline 2023
“Timing is everything: Christmas shopping habits”
https://ipa.co.uk/knowledge/ipa-blog/timing-is-everything-christmas-shopping-habits/
Retail Week – Early Christmas Shopping Trends
“Christmas comes early: how UK consumers are shopping sooner”
https://www.retail-week.com(Subscription may be required)
The Guardian – UK Consumers Shop Early to Avoid Supply Chain Delays
https://www.theguardian.com/business/2021/oct/
Internal Ordering & Fulfilment Trends – Tiger Feet
Based on anonymised data across wholesale ordering patterns and shipping performance.