In most small shops the year end starts with someone asking one November morning: "So how late are we open on Christmas Eve this year?" That is when it turns out that two people have already asked for the same week off, half the seasonal stock has not been ordered yet, and no money has been put aside for the big bills of early December.
For most shops the weeks before the holidays are the strongest period of the year — and the easiest to get wrong. Not because it is difficult, but because too many small decisions pile up in too little time. If you spread them out week by week in advance, December is simply a lot of work. If you don't, it is chaos.
This article gives you the whole season plan: a season calendar from early October to mid-January, staff, holiday opening hours and communication, range and pre-orders, promotions, cash, a plan for the two busiest days, the days between the two holidays, and January. We use Christmas and New Year as the main example; if your main holidays fall at a different time, shift the calendar accordingly. Ordering, the stocktake, opening hours and shift planning have articles of their own — we refer to them where needed.
The season calendar: what to decide when
The season lasts roughly fifteen weeks: from early October to mid-January. The December peak is only two or three weeks of it, but its success depends on the ten before. The point of the calendar is that every decision gets a week — because anything that is not written in slides into the middle of December.
| Period | What to decide | What to get done |
|---|---|---|
| October, weeks 1–2 | The seasonal range, based on last year's figures | Pull out last year's sales, write down order deadlines, collect holiday requests |
| October, weeks 3–4 | Holiday opening hours, whether you need a stand-in | Close the holiday requests, a cash plan for the early-December purchase, look for a stand-in |
| November, weeks 1–2 | Gift hampers, products available to pre-order | Train the stand-in, add seasonal products to the till with short codes, opening hours into the map listing |
| November, weeks 3–4 | Early-season promotions, shelf layout | Start the pre-order sheet, set up the seasonal shelf, first post about the holiday opening hours |
| December, weeks 1–2 | Pre-order deadline, rota for the big days | Take in the big delivery, put the opening hours on the door, order the change float |
| December, week 3 | What won't be restocked on the shelf again | Last restock, go through the plan for the big days with the team |
| The last days before the holiday | Nothing — from here on it is only execution | The two busiest days, handing out pre-orders, skimming cash during the day |
| The days between the two holidays | What can be marked down, what is waste | Record waste with the reason, gather returns, New Year's Eve stock, prepare the stocktake |
| New Year's Eve and the first week of the year | When normal opening hours return | Stocktake, if your year end is the reference date; change the opening hours back everywhere |
| January, weeks 2–3 | What you will do differently next year | Review the season, sell off the leftovers, notes for next year's calendar |
The timing of orders is a more detailed question: different product groups have different deadlines, and the quantity is best worked out from your own figures from last year. That is covered in our article "When to place the Christmas order, and how much to order". In the season calendar it is enough to note which order goes out in which week.
Staff: holidays, stand-ins, training
In December everyone wants time off, and everyone wants the same few days. If you don't settle this in October, the December rota will be driven by requests, not by trade. And in the week before the peak there is no longer time to train a new person calmly.
- Collect holiday requests for December and early January by mid-October, and close them by the end of the month. Anyone who asks later comes after the requests already approved.
- Decide in advance on which days no one can take leave — typically the two busiest days and the day before each. Say this to everyone in the same way.
- Look for a stand-in in October: a former colleague, a student, a family member. By November everyone is looking, and the good ones are gone.
- Train the stand-in in November, on quiet mornings. A new person on a December afternoon does not learn, they survive.
- On the big days don't leave the stand-in alone on the till. Let them restock, pack and hand out pre-orders — cash handling stays with whoever has been doing it for years.
- Plan for illness too. Someone will almost certainly drop out in mid-December; have a name you can call.
Two of our articles give you a ready-made schedule for training: "Training a new employee on the till in five minutes" for the basics at the counter, and "How to train a new shop assistant in 3 days" for the whole of the first days. We covered building the rota, measuring peak times and overlaps in "Shift planning in a shop".
Holiday opening hours and communication
There are two things to decide about holiday opening hours: when you will be open, and how everyone finds out. On the first, most shopkeepers think about how much trade a closed day costs. On the second, fewer consider that badly published opening hours send away more customers than shorter ones.
- Look at last year's sales broken down by day and by hour. On the last day before the holiday the afternoon is often empty — closing early is often no loss.
- Trade on the days between the two holidays varies a great deal from shop to shop. On a housing estate it is often strong; in an office district, almost nothing.
- On New Year's Eve the peak is in the early afternoon, and in many places no one comes in the evening. The first day of the year is quiet in most small shops, if you are allowed to open at all.
- If you will be closed, say where people can shop instead — mentioning a neighbouring bakery or shop earns goodwill, not lost trade.
| Where | When | What to publish | What to watch |
|---|---|---|---|
| Door and shop window | At least two weeks ahead | Every day that differs on its own line, with date and weekday | Large letters, at eye level, not hidden by decorations |
| Map listing | At least two weeks ahead | The holiday exceptions, day by day | After the holiday, check that normal opening hours have returned |
| Social media page | Two weeks ahead, and again in the last week | A photo of the notice on the door, with one sentence | Pin it to the top of the page until the holidays are over |
| At the counter | From early December | A small sheet with the pre-order deadline and the opening hours | Your regulars read it here, not online |
We covered setting up your map listing in detail in "How people find your shop on Google Maps and in search" — holiday exceptions can be entered there in a separate field, in advance. On social media, a change in opening hours is the most important post a shopkeeper can put up; our article "How to promote your shop on social media" covers it. And whether an hour is worth staying open for, you can work out with the method in "How late should your shop stay open?".
Range: seasonal stock, gift hampers, pre-orders
With the seasonal range, the question is not what else you could bring in, but what will certainly sell out before the holidays. Every seasonal product still on the shelf on 2 January ends up marked down or as waste. So keep the seasonal shelf short and eye-catching, and build it on last year's figures, not on the supplier's catalogue.
- Long-life seasonal stock — boxed confectionery, festive drinks, gift hampers: you can order this more boldly, since some of it will still sell after the holiday, but festive packaging has no pull in January.
- Perishable festive goods — festive cakes and pastries, large batches of fresh bakery, ingredients for platters: take these on only against pre-orders, or very cautiously.
- Staples in larger quantities — flour, sugar, butter, sour cream, eggs, soft drinks, mineral water: these sell most reliably, and running out of them hurts most.
- Small gifts by the counter — a little chocolate, candles, gift card holders: little space, little risk, a good margin.
Gift hampers and pre-orders
Gift hampers work in a small shop if they are simple: three or four ready-made selections at a fixed price, which the customer can look at by the counter. Don't take on custom selections on the big days — only in November, against a pre-order. Pre-orders are the best tool of the season: you know how much to bring in, the customer can count on it, and nothing is left on your hands.
- What: festive cakes, larger quantities of bakery, gift hampers, a special drink or cheese — things the customer wants for exactly that day.
- Deadline: at least two or three working days before your order to the supplier. Display it at the counter and on your social media page.
- Recording: name, phone number, product, quantity, collection day. A notebook or a printed sheet is enough, but always write in the same place.
- Deposit: for larger or custom orders, ask for a deposit. Someone who has paid in advance will come to collect.
- Collection: on the big days, the ready packages should stand behind the counter by name, in alphabetical order, so no one has to search.
What is left on your hands on 2 January
Before every seasonal order, ask yourself: if a third of this is left over, what will I do with it on 2 January? Boxed confectionery can still be sold marked down, napkins with a Christmas pattern can be stored for a year, with festive cakes you can do neither. Where the answer is "nothing", you need a smaller quantity and pre-orders, not more courage.
Promotions: when yes, when no
In December many shopkeepers feel they have to run promotions too, because everyone else does. Yet in the last week before the holidays people are not comparing prices, they are in a hurry: they buy what is there, where they don't have to wait long. There is no need to cut the price of what people will buy anyway — at that point a promotion is simply a gift out of your own margin.
| Period | Promote? | Why |
|---|---|---|
| Second half of November | Yes, on seasonal stock | This is when customers settle on where to shop; a good offer now brings them back in December |
| First two weeks of December | Only in a targeted way | One or two draw products that bring customers in to the rest of the seasonal range |
| The last days before the holiday | No | People will buy anyway; a promotion here only takes margin and brings no extra trade |
| The last afternoon before the main holiday | Only on perishables | What can't be sold tomorrow is worth marking down today, before closing |
| Between the two holidays | Yes, on leftover seasonal stock | People will still take it now; on 2 January, no one will |
| First two weeks of January | On the leftovers, all at once and decisively | One big markdown beats three small ones; after that, clear the seasonal shelf |
It is worth scheduling promotions in advance, so that on the right day the till rings the right price on its own and no one has to write prices by hand on the big days. Our article "Timed promotions: let the till ring the right price" covers this in detail.
„In December customers are not looking for the cheapest shop, but for the one that has what they need and where they don't have to queue for half an hour. That is what you need to provide, not the promotion.”
Cash: the big purchase and the January quiet
December's takings can easily convince you that the season brings in money. It brings in profit — but the timing of the cash is different. Seasonal stock has to be paid for in November and early December, when trade has barely picked up; then in January trade falls back, while rent, wages and utilities stay the same. The example below shows how in neutral units: an average month's turnover is 100 units.
| Month | Turnover | Supplier payments | Fixed costs | Net cash in the month |
|---|---|---|---|---|
| October | 100 | 75 | 20 | +5 — a normal month |
| November | 105 | 95 | 20 | −10 — the seasonal stock invoices arrive |
| December | 140 | 110 | 20 | +10 — the peak, but part of the invoices was already paid in November |
| January | 80 | 70 | 20 | −10 — quiet, while the invoices for December's top-up orders are still coming in |
| February | 90 | 68 | 20 | +2 — slowly back to normal |
- In October, work out what the seasonal purchase will cost and when the invoices will arrive. Enter the payment deadlines in the season calendar.
- Ask your supplier for longer payment terms on seasonal stock — many will agree if you ask in time.
- Put aside at least one month's fixed costs for January. This has to come out of December's takings before you spend them.
- Don't keep December's cash in the shop. Bank it daily, or at least after every big day.
Why a shop can be profitable and short of cash at the same time, and how to work out the reserve, we covered in detail in "The shop is profitable and still has no money".
A plan for the two busiest days
In most small shops two days carry a large share of the season's trade: the last full day before the main holiday and New Year's Eve. On these days nothing can be worked out on the fly. You need a plan that everyone hears the day before, and that also says what happens if something goes wrong.
- 11. The evening before: restock and set outEvery shelf full, seasonal stock at the front of the stockroom, pre-orders behind the counter by name, in alphabetical order. Anything still arriving in the morning should have a set place, so it doesn't stand in the aisle.
- 22. Roles: who rings up, who restocks, who hands outOne person stays on the till and does not leave it. The other restocks, packs, hands out pre-orders and, if needed, opens a second counter. Everyone knows who to turn to with a question.
- 33. Change float and cashHave plenty of change — more than on an average day. Skim the till during the day and take the large notes to a safe place in the back, so cash doesn't pile up in the drawer.
- 44. Short codes for seasonal productsEvery seasonal product should have a short code or a button of its own, with the list printed out by the counter. Even the stand-in shouldn't have to search: a festive cake or a gift hamper should go through in two moves.
- 55. Pre-orders on a separate scheduleAsk customers to collect their pre-orders within a set time window, and if possible not at the peak. Handing out a prepaid package should not hold up the queue.
- 66. Breaks outside the peakLook at last year's hourly sales and put breaks in the quieter hours. One person missing at the peak causes a longer queue than anything else all afternoon.
- 77. Closing: reconcile the till the same dayDon't carry the big day over to the next. Close the shift, reconcile the till, and write a short list of what sold out and what is left — this is the basis of next year's calendar.
Between the two holidays and in January
After the main holiday the shop is tired and full of leftovers at the same time. These days are for closing the season properly — before the leftover stock and the unfinished business slip into the next year.
- Sort out the end-of-season waste and record it with the reason: what has expired, what is damaged, what can no longer be sold. Then in January you can see how much was lost and what was over-ordered.
- Gather the returns: set aside what the supplier will take back, label it and agree the deadline. Whatever stays in the corner of the stockroom will be your loss by February.
- Mark down the leftover seasonal stock all at once between the two holidays, while people will still take it. The seasonal shelf should be empty by mid-January.
- Stock up on drinks and staples for New Year's Eve — in many shops it is the second peak of the season.
- If your year end is the reference date for the stocktake, prepare for it in the days between the two holidays. Our article "The year-end stocktake in a shop, step by step" covers the method.
- In the first week of the year, change the opening hours back to normal everywhere you published the holiday ones.
In mid-January set aside an hour for a review, while you still remember. Compare this year's season with last year's or with an average month: what sold better, what was left over, in which hour the queue was longest, and how much went to waste. Write down the three things you will do differently next year — they become the first page of next year's season calendar.
Common mistakes
- Starting to plan in November. By then the holidays are taken, the stand-ins are booked, and some of the order deadlines have passed.
- Putting the holiday opening hours only on the door. Someone checking on their phone sets off based on the old details in your map listing — and finds the door locked.
- Forgetting to change them back after the holiday. A listing still showing "holiday opening hours" in January sends customers away for weeks.
- Running promotions in the last week. A discount on what people would buy anyway is pure lost margin.
- Bringing in large quantities of festive cakes and perishables without pre-orders. Whatever is left over, no one will buy on 2 January.
- Training the stand-in in the week before the peak and putting them alone on the till on the big day.
- Treating December's takings as income rather than working capital. January's rent and wages are the same; the trade is not.
- Not recording the waste and leftovers at the end of the season. Without that, next year you will order the same mistake again.
Checklist
In October
- Pull out last season's sales broken down by day and by product group.
- Collect and close the holiday requests for December and early January.
- Decide the holiday opening hours, and check the rules that apply where you are.
- Find a stand-in and agree when they can come in to learn.
- Enter the order and payment deadlines in the season calendar, and plan the reserve.
In November
- Train the stand-in on quiet mornings.
- Add the seasonal products to the till with short codes, in a category of their own.
- Enter the holiday opening hours in your map listing.
- Start the pre-orders with a deadline, and put together the gift hampers.
- Set up the seasonal shelf, and schedule the early-season promotions.
In December
- Put the opening hours on the door and on your social media page, at least two weeks ahead.
- Close the pre-orders on the announced day.
- Finalise the rota for the two busiest days, and go through the plan.
- Order plenty of change, and plan the skimming of cash during the day.
- No promotions in the last week — only on perishables, before closing.
Between the two holidays and in January
- Record the end-of-season waste with the reason, and gather the returns.
- Mark down the leftover seasonal stock all at once.
- Prepare and carry out the stocktake, if yours falls at the year end.
- Change the opening hours back to normal everywhere.
- Review the season, and write down what you will do differently next year.
Summary
- The year end is decided in October: that is when to settle holidays, opening hours, the range and the cash plan.
- Draw up a season calendar from early October to mid-January, with one or two decisions for every week.
- Train the stand-in in November, and don't put them alone on the till on the big days.
- Holiday opening hours in three places, identical and in good time: door, map listing, social media page — and change them back afterwards.
- Keep the seasonal range short and based on last year's figures; take on perishables against pre-orders.
- Don't discount what people will buy anyway; promotions belong at the start and the end of the season.
- The January quiet needs a reserve of at least one month's fixed costs, and the two big days need a plan.
Frequently asked questions
When should I start preparing for the year end?
At the beginning of October. There is still time then to close the holiday requests, find a stand-in, decide the opening hours and the range, and put money aside for the big purchase. Some of the order deadlines also fall around then, especially for long-life seasonal stock. If you only start in November, most decisions will already have been made for you by circumstances.
Is it worth opening between the two holidays?
That depends mostly on where the shop is. In residential areas these days are often strong, because people are at home and shopping; next to offices or schools they are almost empty. Look at last year's sales for those days, and work out whether they cover wages and utilities. If you are unsure, try shorter opening hours and publish them clearly.
How far ahead should I publish the holiday opening hours?
At least two weeks ahead, in all three places: on the door, in your map listing and on your social media page. On social media it is worth posting again in the last week, because many people only start planning then. Put a small sheet by the counter too, because that is where your regulars read it. After the holiday, don't forget to change back to normal opening hours.
Do I need an extra person for the December peak?
In most small shops, yes, on the two busiest days and the days leading up to them. Not necessarily on the till, but for restocking, packing and handing out pre-orders, so that nothing distracts the person on the till. Look for the stand-in in October and train them in November. Whether it pays off, you can work out from last year's hourly sales.
How should I handle everyone asking for the same day off?
Set a simple rule in advance and tell everyone in the same way: the deadline for requests, which days no one can take off, and what decides when several people ask for the same day. In many shops it works well that whoever worked before the holidays this year gets priority next year. The October deadline is the key: whatever comes in by then can be sorted out. With November requests, all that is left is compromise.
Is it worth running promotions in the last week before the holidays?
In most cases, no. At that point customers are in a hurry and buy what is there — a promotion brings no extra trade, it just takes part of your margin. Promotions belong at the start of the season, when customers are still deciding where to shop, and at the end, when the leftovers need to be sold. The exception is perishables on the last afternoon before the holiday, which you won't be able to sell the next day.
What should I do with leftover seasonal stock?
Mark it down all at once and decisively between the two holidays, while people will still take it. Anything long-life and not tied to the holiday can go back onto the normal shelf. Whatever the supplier will take back, set aside and agree the deadline. Anything that can no longer be sold, record as waste with the reason, so that next year you can see what you over-ordered.
How should I organise pre-orders?
Simply: a few products, a clear deadline and a single place where you write everything down — name, phone number, product, quantity, collection day. For larger or custom orders ask for a deposit, because someone who has paid in advance will come to collect. Set the deadline a few working days before your order to the supplier. For collection, the ready packages should stand behind the counter by name, in alphabetical order.
How much money should I put aside for January?
As a rule of thumb, at least one month's fixed costs: wages, rent, utilities. In many shops trade falls noticeably in January, but fixed costs don't, and December invoices may still be arriving. The reserve has to be set aside from December's takings before you spend them. How much you need exactly, you can work out from your own monthly outgoings.
How can I speed up the queue on the big days?
Keep one person only on the till and have someone else do the rest of the work. Have plenty of change, and give seasonal products short codes so no one has to search. Ask customers to collect pre-orders within a set time window, preferably outside the peak. Schedule breaks in the quieter hours, based on last year's hourly sales.
What if our main holidays fall at a different time?
The logic of the article works just the same; simply shift the calendar. Count back from the main holiday: start the decisions ten to twelve weeks before, training and pre-orders four to six weeks before, and keep the last two weeks for execution only. If you have several peaks in a year, draw up a short, separate calendar for each. The plan for the two busiest days works the same way for any holiday.
What is worth reviewing after the season?
Four things: what sold better or worse than expected, how much went to waste and from what, in which hours the queues were longest, and how cash developed from November to January. Compare this year's season with last year's or with an average month. Write down the three things you will do differently next year, and put them at the front of next year's season calendar. Do this by mid-January, while you still remember the details.
Say the product's name and it's there on the till.
Boltom App takes the work behind the counter off your hands. You find a product by looking at its photo or saying its name out loud — no codes, no scraps of paper. Whatever leaves the shelf or goes in the bin is recorded right there, not in a notebook. It works alongside your existing till, not instead of it.
- A quick code with a photo — or just say the product's name and the till finds it.
- Staff consumption in three taps, recorded under the person's name.
- Daily waste with its reason: expired, broken, unsellable — totalled up in money.
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