As the calendar flips to the third quarter, eCommerce store owners are entering a critical period to get ready for the holiday shopping rush. The holiday season, traditionally kicks off with Black Friday and Cyber Monday, but that is no longer the case. Major retailers are pushing sales earlier each year, with some launching promotions as early as October. This shift means eCommerce businesses must act now to capitalize on the extended shopping season. For store owners, Q3 is the time to lay the groundwork for a profitable holiday period. From optimizing your store to refining your marketing strategy, here are the top five priorities to focus on now to ensure holiday success.
1. Optimize Your eCommerce Store for Success
The holiday season brings a surge in website traffic, and in case you haven’t noticed, the majority of that traffic is all from mobile devices. We’re still stunned to see the number of stores that are still not optimized for mobile devices. If a customer has to pinch, zoom, resize, or fight to check out because your desktop-designed website just doesn’t work on their phone, you’re essentially telling that shopper to go elsewhere.
Your competition, by the way, thanks you!
It’s not too late to make a switch to a platform like Shopify, where getting started with a new design using one of their free themes instantly makes your site mobile-friendly, brings it up to date, and more than likely gives it a much more modern look than what you currently have.
Replatforming before this year’s holidiay season could be a game-changer. A robust platform ensures a smooth customer experience, which is critical when shoppers are making quick decisions during the holiday rush.
2. Streamline Inventory and Supply Chain Management
Inventory mishaps can derail even the best holiday plans. Running out of stock or overstocking slow-moving products can hurt your bottom line. In Q3, take a deep dive into your inventory data to forecast demand. Analyze past holiday sales, current trends, and customer behavior to identify top-performing products and potential gaps.
Work closely with suppliers to ensure timely restocking and negotiate backup plans for supply chain disruptions, which are common during the holiday season. Consider diversifying suppliers or sourcing locally to reduce risks. Additionally, optimize your warehouse processes—implement automated inventory tracking or integrate your store with inventory management software to prevent overselling. A well-managed supply chain ensures you can meet customer demand without costly delays.
3. Define Your Marketing Strategy Early
With big-name retailers kicking off holiday sales earlier each year, your marketing strategy needs to keep pace. Start planning your holiday campaigns now to capture early shoppers. Focus on building anticipation through email marketing, social media teasers, and exclusive pre-season promotions. Segment your email lists to target loyal customers with VIP offers, as they’re more likely to convert early.
Invest in paid advertising, but don’t wait until November to ramp up. Platforms like Google Ads and Meta Ads see increased competition during the holidays, driving up costs. Start testing ad creatives and audiences now to optimize performance and secure better ad placements. Additionally, leverage content marketing—create gift guides, holiday-themed blog posts, or video content to boost SEO and engage shoppers searching for inspiration. Early marketing efforts builds momentum!
4. Enhance Your Website’s User Experience
A seamless user experience (UX) is non-negotiable during the holiday season, when shoppers expect fast, easy browsing and purchasing. In Q3, audit your website for UX pain points. Check for broken links, slow-loading pages, or confusing navigation that could frustrate customers.
Simplify the checkout process by offering guest checkout options and multiple payment methods, including digital wallets like Apple Pay or PayPal. Add trust signals, such as customer reviews, security badges, and clear return policies, to boost confidence. Test your site’s search functionality to ensure shoppers can easily find products. A polished UX reduces cart abandonment and keeps customers coming back, even in the frenzy of holiday shopping.
5. Plan for Exceptional Customer Service
During the holidays, customer service can make or break your brand’s reputation. Shoppers expect quick responses to email, clear communication about shipping, and hassle-free returns. In Q3, prepare your customer service team for the influx of questions and issues. Hire seasonal staff if needed and train them on common scenarios, from handling out-of-stock items to processing refunds.
Implement tools like live chat or chatbots to provide instant support, especially during peak shopping hours. Update your FAQ page with holiday-specific information, such as shipping deadlines and return policies. Consider offering extended return windows to attract hesitant buyers. Proactive customer service not only resolves issues but also builds loyalty, encouraging repeat purchases long after the holiday season.
Why Acting Now Matters
Amazon, Walmart, and Target often launch “pre-Black Friday” sales in October, pulling forward consumer spending. Smaller eCommerce stores must adapt to this timeline to compete. By starting now, you can fine-tune your operations, test different marketing strategies, and address weaknesses in your internal processes before the rush begins.
The holiday season is a make-or-break period for every eCommerce businesses, and Q3 is your window to set the stage for success. By focusing on your store, inventory management, marketing, user experience, and customer service, you can position your store to thrive amid the holiday frenzy. The earlier start to the shopping season means there’s no time to waste—act now to ensure your eCommerce store is ready to shine when the holiday lights go up.
As always, Your Store Wizards is here to make sure the 2025 holiday season is your best ever. Whether you’re looking to make changes to your existing site, talk about how quickly we can move you to a different platform, or learn how we can get your products into Google Shopping now, before the season, contact us at support@yourstorewizards.com to set up a time to chat.
Scott Sanfilippo began his eCommerce journey in 1994 by co-founding one of the Internet’s first online retailers, TheFerretStore.com, which was acquired by PetCo in 2006. In 2001, he co-founded the eCommerce design and marketing firm Solid Cactus, which was acquired by web.com in 2009. Today, Scott is the General Manager of Your Store Wizards and lives in Delray Beach, FL. Scott can be contacted at scott@yourstorewizards.com.