The Holiday Rush Is Almost Over. What Should Brands Be Focused on Now?

Peak season is winding down. Shipments are mostly out the door, returns are starting to come in, and customers are shifting back into everyday shopping habits. While some sellers slow down, this is when smart brands refocus.

If you want to carry momentum into the new year, here is where your attention should go.

1. Analyze Your Holiday Performance

This is more than looking at top-line revenue. Use the data to see what actually worked and what dragged down performance.

• Which products sold fastest
• Where you stocked out or overstocked
• Which ad campaigns delivered the strongest results
• Return rates and customer feedback trends

Look at conversion rates, inventory lag, and fulfillment speed. Apply those insights now so your Q1 plan is built on facts, not assumptions.

2. Manage Returns Carefully

Returns can quietly kill January performance if ignored. They affect your seller rating, Buy Box eligibility, and overall profitability.

• Process returns fast and issue refunds as required
• Flag common issues like damaged goods or misleading content
• Use return data to improve future listings and reduce future complaints

If one product is generating most of your returns, fix the root issue before you reorder.

3. Move Excess Inventory Before It Costs You

Unsold stock is a liability, especially with rising storage fees. Seasonal SKUs and underperforming items need to move quickly.

• Create bundles, discounts, or limited-time offers
• Promote slow-moving items using Sponsored Products
• Consider liquidation options if margins no longer make sense

Aging inventory ties up cash and eats into Q1 flexibility. Prioritize what needs to go.

4. Refresh Listings and Creative Assets

Your pages may still feature holiday graphics, language, or shipping windows that no longer apply.

• Update A+ Content and Storefronts with evergreen messaging
• Remove references to holiday deadlines or limited offers
• Refresh main images or titles if needed for Q1 performance

This is also a good time to A/B test new assets while traffic slows.

5. Plan Ahead While Others Pause

January can be slow for orders, but it is ideal for optimization. Most competitors are catching their breath — which gives you space to test, iterate, and prepare.

• Set up ad campaigns for Q1 launches and off-season products
• Rebuild listings that underperformed in Q4
• Meet with your agency or team to align goals and finalize plans

Use this window to fix what was rushed or skipped during peak.

Final Thoughts

What you do in the weeks after the holiday surge matters just as much as what you did leading into it. This is when brands that think long-term start pulling ahead.

Use this time to clean up, review, and reset. Q1 is already here, and what you do now determines how strong your year starts.