In 2024, BFCM was later than usual. With Thanksgiving falling on November 28th, it left a shorter period for brands to get their products to consumer before Christmas. In addition to the timing, other factors set this year’s peak season apart. Inventory had to be at Amazon warehouses earlier, promotions started earlier, cyber Monday ran most of the week and more retailers juggled omnichannel operations, selling items in-store, online, on social and through marketplaces.
BFCM and peak season 2024 was a success for many retailers. The National Retail Federation (NRF) reported that 197 million consumers shopped over the five-day Thanksgiving holiday weekend, making it the second-highest figure in the survey’s history, just behind last year’s 200.4 million shoppers. Despite a shorter holiday shopping period and early promotions, the turnout exceeded NRF’s initial forecast of 183.4 million.
“Even with this year’s shortened shopping period and the multitude of early sales promotions from retailers, this past weekend exceeded expectations in terms of the sheer volume of shoppers,” said NRF President and CEO Matthew Shay.
According to the NRF, Black Friday remained the most popular shopping day, with 81.7 million in-store shoppers, the highest level since the pandemic, while 87.3 million shopped online. Consumers continued to balance in-store and online shopping, with mobile usage for Cyber Monday hitting a record high of 63%. Popular shopping destinations included department stores, online platforms and grocery stores, with many focusing on purchasing holiday gifts. Shoppers spent an average of $235 on gifts, up $8 from last year, with clothing, toys and gift cards being top purchases.
In the end, retail sales climbed 3.8% from November 1 to December 24 compared with the same period last year.
Peak season 2024 presented unique challenges for brands striving to meet customer expectations and maintain operational efficiency. From stricter deadlines to managing inventory across channels, navigating the period required careful planning and the right partnerships. Below are four key challenges that brands had to address to succeed this peak season:
During the 2024 peak season, Cart.com achieved remarkable results, demonstrating its operational strength and delivering significant value to its customers. There was a 190% increase in order volume during peak compared to non-peak periods and a 70% rise in unit volume, showcasing the robust demand and scalability of Cart.com’s fulfillment capabilities. Year-over-year, daily order volume increased by 20%, reflecting consistent growth in customer demand. A 98% fill rate and 100% uptime for the Constellation OMS/WMS ensured seamless operations during the busiest time of the year.
Notably, Cart.com’s top-performing customers exceeded projections by 57%, a testament to the platform’s ability to support aggressive growth. The highlight of the season was the over $1 million in shipping cost savings achieved through dynamic rate shopping, underscoring Cart.com’s commitment to optimizing costs for its clients. These results exemplify how Cart.com continues to drive success for brands during the most critical times of the year.
Jennie Pan, COO of Hanni, said, "Cart.com has been a great partner for Hanni. As a small brand, it's important for us to be nimble and flexible, and Cart.com has always gone above and beyond in meeting our needs, large or small. We appreciate the team so so much and do feel like they are part of the Hanni team.
Emma Moro, Customer Support Lead at Hanni, said, “The Cart.com warehouse has been so hardworking, performing at top notch service to us and our customers in our growing and changing business...The warehouse team gets our orers hipped out in full the next business day, correctly, and we are so very appreciative of it!"
As the holiday rush subsides, brands must shift focus to preparing for long-term success. The post-peak period is a critical time to assess performance, address immediate operational needs and strategically plan for the year ahead. Here are key priorities to tackle once the peak season concludes:
After a busy season of high demand, it’s vital to replenish inventory and ensure stock levels are ready to meet ongoing consumer needs. Conduct a detailed inventory audit to identify depleted items, especially bestsellers, and work with suppliers to restock efficiently. This not only maintains sales momentum but also prevents stockouts that could hurt customer satisfaction.
Post-holiday returns can be as demanding as the peak season itself. Develop a clear and streamlined process for managing returns, ensuring quick refunds or exchanges to maintain customer loyalty. Use this opportunity to analyze return data, identifying common trends or product issues that could inform future purchasing and quality control decisions.
Changes in tariffs and trade policies can significantly impact product costs and sourcing strategies. Familiarize yourself with any recent or upcoming tariff announcements and assess how they could affect your supply chain. Proactively create a strategy to mitigate risks, such as diversifying suppliers or adjusting pricing models, to protect margins. It will be crucial to remain nimble in the months ahead as further changes occur. It helps to work with a trusted partner to navigate the changes ahead.
The key to a successful peak season is early and thorough preparation. Begin by creating a detailed calendar that includes critical deadlines, promotions, inventory needs and marketing campaigns for the next year. Use insights gained from this year’s performance to refine your strategy, ensuring even greater efficiency and customer engagement. Collaborating early with partners like fulfillment providers can also help secure resources and capacity for next year.
Evaluate how well your third-party logistics (3PL) provider performed during peak season. Consider metrics like order accuracy, shipping speed, communication and capacity to handle surges. Identify any gaps or challenges that arose and determine if your current provider can support your future growth needs. If improvements are necessary, work collaboratively to address them, or explore other 3PL options that align better with your goals.
By addressing these priorities, turn the post-peak period into a springboard for growth, ensuring sustained success well into the new year.
Did you meet your peak season goals this year? If not, it’s time to prepare for 2025 with Cart.com. Let us help you exceed your expectations, save on costs and streamline your operations. Contact us today or explore our resources to start planning for success, including navigating tariff changes and government guidelines. Together, we’ll make 2025 your best peak season yet.