While summer 2025 (and the world) is slowly settling down, it's time to lay the foundations for the next big thing on the horizon
Step up your Holiday Season prep
Q4 revenue often surpasses the rest of the year combined. Halloween, Thanksgiving, Black Friday, Christmas - October-December is a whirlwind of shopping sprees and gifting joy, and shopping often begins as early as September.
The next 6-8 weeks are your golden window to step back, plan strategically, and set the stage for your biggest season yet. Use this time wisely to put everything in place - so when the holiday frenzy begins, your shop is ready to shine and win your niche.
1. Why start now? It's the middle of the summer...
Here’s the real kicker: Christmas ornament shopping starts climbing as early as July, Halloween outfits start trending from August, and Back-to-School hits full swing by late August. By September and October, the early peaks are already in full force.
These next few weeks in July and August - they're not just a planning cushion. This is a really limited window to get ahead before the next wave hits. Most new initiatives - seasonal product line, seasonal designs or photoshoots usually take up to 1-2 months to prep. Plan strategically now and make sure all of the pieces matter and fit well together so you can ride the entire holiday momentum rather than scramble to catch it.
2. Your next line of opportunities
First up: Back to School - kicks off in late July and peaks through August - perfect for planners, teacher gifts, (dorm) decor, and student essentials.
Then, the wave keeps rolling:
- Halloween shopping starts in August and really heats up in September and early October - think costumes, party decor, spooky accessories.
- Thanksgiving prep and decor shopping picks up throughout October and early November.
- Black Friday (November 28 this year) - shoppers are already scouting deals as early as mid-November, so have promos and inventory ready by early November.
- Christmas shopping starts strong in September and explodes from October through early December (ornaments, gifts, festive home decor).
- New Year’s festivities - think party outfits and celebration gear, peaking in late December.
Start by making a list of which occasions best align with your niche and brand - and start planning your product offer and marketing strategy.
3. Plan around hero products and designs
Identify your top-performing products - your “heroes” - from previous holiday seasons. These are the pieces that already resonate with your audience and drive your revenue. Now’s the time to double down on them and make them truly irresistible for the holiday season.
Ask yourself:
- Can you introduce limited-edition colors or patterns that feel festive or seasonal?
- Can you do a dedicated seasonal photoshoot around these occasion-driven aesthetics, especially around Fall / Halloween and Christmas?
- Can you create special holiday bundles (e.g., gift sets, stocking stuffer packs, themed collections) that make holiday shopping easier for your customers?
- Is there an opportunity to add personalization - names, dates, or custom messages - to elevate these products as thoughtful, one-of-a-kind gifts?
Beyond your current heroes, think about new opportunities you haven’t fully explored yet. For example, if your Christmas sales are already strong, could you design something to tap into the Halloween market? Or if you’re known for holiday decor, could you branch into Back-to-School or Thanksgiving themes?
Each year is a fresh chance to connect with a new seasonal audience and introduce new revenue peaks. These next few weeks are the perfect window to prototype and test new ideas while you still have the breathing room - so by the time the big rush hits, you’re not just prepared, but ahead of the curve.
4. Plan your SKU and inventory availability
There’s nothing worse than running out of your bestsellers right when demand is at its peak - especially on Etsy where high quality-score listings going inactive can affect the overall ranking and traffic of the store.
Start by analyzing your sales from the last 1-2 years:
- Which products sold out fastest last year?
- Did certain colorways, sizes, or personalization options vanish early?
- Can you pre-produce / stock-up on your best-sellers in a way that speeds up processing time?
Use your past data as your secret weapon. Usually looking forward and chasing new opportunities is the default mode - and recent memories from the first half of the year overshadow last season. But learning from the seasonal dynamics last year is one of the best ways to dive in and prep. You want to paint a clear mental picture of what happened last time and what you want to upgrade this year - and then build your plan around this.
5. Plan your marketing - visuals, photoshoots & campaigns
Your shop’s visuals are your storefront windows — they’re the first (and often the only) chance to grab a shopper’s attention.
Consider fresh seasonal banners and featured sections for the peak occasions you are targeting. Which listing photos fit best to attract seasonal shoppers? If you want to target a new seasonal opportunity, do you need a new photoshoot with a festive twist? Think cozy setups, holiday props, or lifestyle shots that inspire customers to imagine your product in their celebrations.
Also map out your discount campaigns in advance and plan for price updates if necessary so you can run attractive discounts during Black Friday / Christmas shopping.
Don’t forget about email marketing - it’s one of the most powerful tools to convert loyal fans and bring back past buyers. If you want to enlist the help of our Creative team, let us know in advance so we can allocate available slots for the season.
The goal? When October arrives, you’re not scrambling to throw something together at the last minute. Instead, you want to be confidently managing your marketing according to plan while handling sales and order processing peaks stress-free.
6. Finally, make sure to recharge your batteries and get YOURSELF ready too
Yes, take a breather this summer. But as always, no vacation mode! It can tank your SEO and derail your momentum. Instead, adjust processing times, set clear communication, and keep your shop active.
A bit of strategic rest now isn’t just important - it’s essential. Plan it intentionally, so it recharges and inspires you rather than slows you down. Use this time to dream up new ideas, fine-tune your creative vision, and set the stage for an energized, powerful finish to the year.
As the summer sun shines upon us, you have a unique opportunity to plan the next step in your growth journey. Balance between relaxation and inspirational planning. Leverage the next weeks wisely, every effort you make counts.
This year good prep and the right strategy will put you ahead of the competition when the fall/winter season arrives. Make sure to focus and set the stage for success during the busiest period of the year.
