How Giftware Retailers Are Preparing for This Year’s Peak Pressures

With peak season truly here, giftware brands are in the midst of their busiest time of the year. But between economic uncertainty, shifting customer expectations, and increasingly complex operations, the weeks ahead are set to test even the most experienced teams.

That’s why we recently partnered with the Giftware Association to survey leading giftware brands and uncover exactly how they plan to navigate these challenges. Here’s what they told us:

Shoppers Want Choice, Trust and Convenience

Shoppers are focused on product variety, trusted reviews, and free delivery first and foremost. Loyalty schemes, personalization, and sustainability, often touted in marketing campaigns, actually have far less impact on buying decisions than we might expect.

This serves as a reminder that getting the basics right — i.e., offering the right products, reliably and on time — remains central to winning sales this season.

Product Innovation Still Drives Growth

Despite operational pressures, brands are betting on fresh, engaging products to capture consumer attention. Expanding ranges, seasonal collections, and creative gift solutions remain key strategies.

Supply chain improvements are important, but without products that excite customers, even the most efficient fulfilment operation can’t deliver growth.

Forecasting is Essential

Accurate demand forecasting has never been more important for giftware brands given the tight margins in which they're operating. If brands misjudge order quantities and manufacture too little, they could quickly sell out and face tough choices. Either they continue selling while reordering and risk disappointing customers with delayed deliveries, or pause sales and risk missing the peak of demand, leaving them with excess inventory post-peak.

That’s why brands are working closely with their fulfilment partners to review predicted sales volumes, avoid panic decision-making, and prevent expensive, poorly timed orders during this year’s busy season.

Fulfilment Has Become Part of the Customer Experience

Accurate, damage-free and timely delivery continues to be a big challenge for giftware brands. During peak season, mistakes can quickly erode trust and affect long-term loyalty.

That’s why brands are increasingly looking for fulfilment partners that can combine proven reliability with flexibility for seasonal spikes, real-time order visibility, and competitive pricing. The delivery experience is no longer just an operational matter, it’s a customer experience one.

International Expansion is Possible, But Challenging

Expanding into international markets can offer significant growth opportunities for retailers, but it takes time and a lot of careful planning. Therefore, the brands looking at this as a strategy for next year are already spending time securing retail contracts, finding dependable fulfilment partners, establishing local tax and fiscal entities, and navigating the complexities of cross-border logistics.

Brands considering global sales are also investing in systems and partners they can trust to navigate local markets, maintain a consistent customer experience, and avoid unnecessary cross-border disruption.

Standing Out This Season

The research shows that retailers have been  preparing for peak by combining strong product lines with operational precision.

They’re looking at what’s really driving customer buying behavior and they’re working with delivery partners that can provide the visibility, flexibility and consistency that customers have now come to expect, especially during this time of year. Accurate forecasting and proactive planning are key to avoiding costly last-minute decisions and ensuring brands can meet demand without overextending themselves.

In a highly competitive market, it’s the brands that can consistently deliver on these fronts that will stand out this holiday season.

Stephen Williams is the director and co-founder of Fidelity Fulfilment, a leading 3PL provider with operations across the UK, EU and United States.