Should your online store get Christmas-ready in August?

Even the thought of Christmas feels a long way off for many people, but for retailers and ecommerce businesses, the best time to start planning for the holiday season is now.

While Christmas Creep (the trend of holiday and marketing promotions starting earlier each year) might get some eye-rolls from consumers, it’s actually a big opportunity for businesses to capture early-bird shoppers and take advantage of the upcoming season.

That’s why savvy online sellers should already be thinking about what products to stock, as well as how to meet demand, avoid supply chain delays, and stay ahead of the competition.

Why is Christmas coming early this year?

Seeing Christmas-related products before December isn’t new. For shoppers, it can feel as though Christmas Creep comes earlier every year.

However, there’s a good reason for it. With how hectic the season can be, businesses want to avoid any disruption with suppliers. After all, according to Logistics Business, 13% of global business leaders reported “significantly delayed” shipments last December.

And, while many don’t want to think about it yet, it was reported that nearly half of UK consumers start Christmas shopping by early November. 

Another study by TGM research found that 29% of female shoppers start in October or earlier, while men are more likely to delay their shopping until mid-November or later.

Last month, supermarket chain ASDA hit the headlines for selling Christmas items in July. The company said the reason behind this decision was to help make the season more affordable for shoppers.

An ASDA spokesperson stated: “We know how important it is for our shoppers to be able to spread the cost of Christmas, and we start to see searches for Christmas products on Asda.com as early as August.”

‘Tis the season to start planning

Of course, online stores aren’t immune to the Christmas craze. Research by BRC found that year-to-date online spending increased by 4% in 2024, with older shoppers (aged 45-54 and 55+) leading the surge, with sales rising by 56% and 59%, respectively.

Additionally, the rise in Buy Now, Pay Later (BNPL) schemes — such as Klarna and Clearpay — saw online sales surge by 15% last year, suggesting that many shoppers are deliberately starting early to spread the cost of their Christmas shop.

To answer this growing demand, online businesses need to start early to plan for increased traffic, higher order volumes, and customer service demands.

That could even include switching platforms. Unsurprisingly, social commerce has made a significant impact on seasonal shopping. TikTok, in particular, has become the go-to platform for social media shopping, having reported record-breaking Christmas sales in 2024. 

Four ways to prep your store for Christmas

Between managing stock, juggling promotions, and updating your website, setting up your online store for the holidays can be a serious headache. But getting ahead now can save you a ton of stress when the festive chaos really kicks in.

First is the obvious. Stock up on the essential products early, as you won’t have to deal with any delays or increased shipping costs during the peak season. Make sure your products also meet customer needs and trends from the year as well.

Next, think about your marketing strategy and how you’re going to promote your business and products during the festive season. Consider channels like email or social media, as well as paid ads, influencer partnerships, and even search engine optimisation (SEO) tweaks to capture the holiday search traffic.

Once you’ve got this figured out, you should look into updating your returns policy. It’s common practice for UK retailers to extend their policies over the Christmas period, and with 18% of small business orders returned post-holidays, this can help boost customer trust, reduce complaints, and give shoppers more confidence when shopping with you.

Your business website shouldn’t be left out either, as you’ll need to optimise it with content tailored to attract customers searching for holiday gifts and deals. This means preparing product descriptions, festive visuals, or dedicated gift guide pages.

While it might be a little early to think about your own seasonal shopping, it’s the perfect time to get your store ready for the busy period ahead. Not only will it ease the stress of the chaotic festivities, but it may even get you into the Christmas spirit, too.