5 peak season myths 3PL operators want brands to drop

Every peak season brings its own pressures, but some of the biggest challenges start with assumptions brands make before the orders even come in.

We asked two experienced third-party logistics (3PL) providers to share the misconceptions they see most often: Ilja Kukushkin, Head of Sales and Business Development at Boomerang, a cross-border 3PL operating warehouses in Estonia and the Czech Republic, and Laura Ball, Business Development Director at PHL Group in the UK.

From unrealistic delivery promises to underestimating the importance of stock and staffing, here's what they want brands to know before the next busy period.

"Peak is all about the warehouse"

Your 3PL is only one part of the supply chain. Suppliers, freight, customs, carriers and packaging all need to be ready. A delay at any stage can affect when orders reach customers.

"Look at that supply chain. Don't just think about us or the couriers. Think about your packaging. Order a bit more than you need, because in the end it'll save you money." — Laura Ball, Business Development Director, PHL Group 

(Laura Ball, Business Development Director, PHL Group)

Running out of boxes or mailers can hold up orders just as easily as running out of stock. Check packaging supplies alongside inventory and make sure you have enough to cover your forecast, with some contingency.

"My 3PL can absorb any spike"

3PLs plan staffing and warehouse capacity around the forecasts they receive. They can often accommodate fluctuations, but that doesn't mean unlimited people are sitting ready to handle a sudden surge.

"People sometimes assume we have a large pool of staff ready to go at any time. In reality, that's not how it works. Even temporary staffing agencies need to plan ahead to provide additional workers." — Ilja Kukushkin, Head of Sales and Business Development at Boomerang

(Ilja Kukushkin, Head of Sales and Business Development at Boomerang)

If you're planning a promotion, influencer campaign or media appearance that could drive a sudden increase in orders, give your 3PL as much notice as possible. Even a rough estimate is better than an unexpected surge.

"Next-day delivery is always next-day in December"

Delivery networks face additional pressure in December, and next-day services don't always mean parcels will arrive when customers expect them to. The closer you get to Christmas, the more important it is to build contingency into delivery promises.

"If you're shipping something out on the day before Christmas Eve, don't promise next-day delivery, because the couriers quite often only deliver up to around midday. You can't promise it's going to get there before Christmas, so just build in a little bit of slack." — Laura Ball

Publish your Christmas delivery cut-offs early, and build a buffer into your final order dates. Agree realistic last-order dates with your 3PL and carriers rather than relying on standard delivery estimates. There's more to agree before the rush. See our Black Friday checklist for the questions to ask your 3PL.

"Getting stock in early just costs more in storage"

Early storage costs need to be weighed against the potential cost of late stock. Deliveries arriving during peak compete for warehouse receiving capacity, and delays can leave products unavailable when customers want to buy them.

For brands importing stock from outside the EU, customs clearance adds another potential delay before goods even reach the warehouse.

"I think late stock costs more in missed sales and rushed processing and errors, because you've not been as prepared as perhaps you need to be." — Laura Ball

Stock that arrives during the rush also competes with every other brand's deliveries for goods-in time, and cross-border stock may be held up at customs first. Book inbound deliveries well before your first big promotion.

"We'll sort it out once peak starts"

Once peak is underway, there's less room to make adjustments. Additional staff, warehouse space and carrier capacity all need planning, so leaving conversations until the last minute limits what your 3PL can put in place.

"The biggest mistake brands make is waiting until peak starts to talk to their 3PL. Communicate whatever information you have, whatever ideas you have, and whatever marketing decides. Everything has to be communicated."  — Ilja Kukushkin

Share your forecast, promotion calendar and any planned marketing activity with your 3PL well ahead of peak. Keep them updated as plans change, even if you don't yet have exact figures.

Peak season isn't just one season

For many brands, peak season is no longer confined to Black Friday and Christmas. Promotions now start earlier, and demand can spike at different times throughout the year depending on the product, market and marketing activity.

Ilja says many brands now launch promotions at the beginning of November, with smaller businesses often feeling pressure to follow larger competitors. Others are taking the opposite approach, closing their online shops for Black Friday altogether and turning that decision into part of their marketing.

For fashion brands, however, the busiest period may not be Christmas at all.

"From my personal experience, the November and December peak is much easier to manage compared to the summer peak, especially when it comes to fashion. The summer peak is operationally much more challenging, because it's much longer, and it's the time when people want to go on holiday."  — Ilja Kukushkin

Ilja estimates that Boomerang handles around three outbound peaks and two inbound peaks each year. What drives demand varies by region. In the Nordics, sudden changes in the weather can trigger unexpected spikes, while further south, marketing campaigns and social media activity play a bigger role.

"You have influencers that can easily drive your volumes ten times overnight. We have seen those kinds of scenarios."  — Ilja Kukushkin

Map out the busy periods your brand is likely to face throughout the year, including seasonal promotions, weather-driven demand and potential social media spikes. Share that calendar with your 3PL so it can plan capacity beyond the traditional Christmas rush. Find out what to look for in a provider on our fashion fulfilment page.

Find a 3PL that's ready for every peak

Successful peak planning takes more than extra warehouse capacity. You need a 3PL that understands your products, knows your sales patterns and can plan ahead for changing demand. Compare 3PLs on fulfilment.com and get quotes from providers that plan peak periods with you.