Seasonality Is More Than a Q4 Problem
When people talk about seasonality in ecommerce, the conversation almost always gravitates toward the holidays. Black Friday arrives, orders climb, warehouses get busier, and brands prepare for what is often considered the most demanding stretch of the year.
But not every brand follows the holiday calendar.
For a swimwear company, summer might be the busiest period of the year. An apparel brand could experience significant demand around a product launch or seasonal collection. Other businesses may see sharp increases tied to promotions, retailer orders, or events that have very little to do with November and December.
For Harrison Smith, Director of Commercial Revenue at Barrett Distribution Centers, understanding those patterns is an important part of understanding the business itself.
“When I work with brands, I wanna understand everything about the business,” Harrison explained.
Every Brand Has Its Own Rhythm
Harrison has spent about 20 years in the 3PL industry and has been with Barrett for roughly four and a half years. His role touches pricing, transportation, new business, and existing customer relationships, which means much of his work begins with understanding how a company actually operates.
That includes looking beyond annual order totals.
“I wanna understand everything about the business,” Harrison said. “It’s looking at yearly trends, looking at within the year, what does that look like? Do you have those peaks?”
Those peaks tell a story. A brand might look relatively consistent when viewed across an entire year, but a closer look could reveal several weeks when order volume changes dramatically. Understanding when those moments occur can influence when inventory needs to arrive and what the fulfillment operation needs to be prepared to handle.
As Harrison puts it, “When do you need to bring your inventory in to service that holiday peak, or is it a summer peak because you sell swimsuits or whatever it might be?”
The important part is not whether your peak happens during the holidays. It is whether you and your fulfillment partner understand when it happens and what it means for your business.
Better Data Creates a Clearer Picture
Seasonality is also one of the reasons Barrett asks brands for detailed information during the pricing and solutions process.
Order history, inventory patterns, volume changes, and previous peaks help paint a much clearer picture than an annual average ever could. The more complete that picture becomes, the easier it is to understand what supporting the brand will actually require.
“The better the data, the better our pricing,” Harrison explained.
When information is incomplete, assumptions have to fill the gaps. Harrison notes that those assumptions naturally tend to be conservative because a 3PL has to prepare for what the operation might require. Better information allows the conversation to become much more specific to the business in front of you.
That is why understanding your own seasonality matters before you ever reach the busiest week of your year.
Plan Around Your Peak, Not Everyone Else’s
Peak season should not be defined by the calendar. It should be defined by your customers.
For some brands, that means preparing for the holidays. For others, the most important months could arrive much earlier. What matters is recognizing those patterns early enough to prepare inventory and have meaningful conversations with the people responsible for fulfilling your orders.
At Barrett, that starts with curiosity about the individual business rather than assuming every customer behaves the same way.
Because your busiest season does not have to be Q4 to deserve a plan.
Whenever your customers are ready to buy, your fulfillment operation should be ready for them.
Looking for a 3PL that takes the time to understand your business?
Start a conversation with Barrett Distribution Centers.
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