Peak demand tests packaging supplies, packing speed and product protection. Better forecasting, right-sized packaging and early testing can help businesses control costs and reduce waste.
Black Friday puts e-commerce packaging under pressure. A surge in orders can expose weaknesses in material supplies, packing operations and distribution networks. Formats that perform well during normal trading can become bottlenecks when fulfilment teams face higher volumes and tighter deadlines.
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For brands, retailers, packaging suppliers and logistics providers, the challenge is to protect products and maintain delivery performance while controlling costs. Efforts to reduce material use and improve recyclability must also withstand the demands of peak trading.
Preparation involves more than ordering extra boxes. Businesses need to assess packaging throughout fulfilment, from warehouse storage and assembly to delivery and
returns. Packaging must remain available, easy to use and fit for purpose as demand rises.
Forecast packaging needs by order type
Total sales forecasts provide only part of the picture. Product dimensions, order combinations, promotional bundles and destination markets all influence the packaging formats and quantities required.
A clothing retailer has different protection needs from a seller of glassware, electronics or temperature-sensitive products. Within one business, changes in the sales mix can shift demand between cartons, mailers and protective inserts.
Procurement and warehouse teams should translate order forecasts into requirements for individual packaging formats. Sharing expected volumes, replenishment schedules and potential changes in demand gives suppliers a stronger basis for planning.
Contingency plans should identify approved alternatives for critical items. A shortage of one insert, carton or label can interrupt packing even when other supplies remain available. Assessing substitutes in advance helps establish whether they provide adequate protection and work with existing equipment.
Stock planning must also reflect warehouse capacity. Excess inventory can consume valuable space and obstruct operations, while insufficient supplies can halt fulfilment. Regular reviews of stock levels, consumption and supplier lead times can help teams identify potential shortages before they disrupt operations.
Right-size packaging without compromising protection
Right-sizing means selecting packaging that accommodates a product and its protection needs without unnecessary empty space.
Oversized cartons can consume more corrugated board and void fill, occupy additional storage space and reduce transport efficiency. Excess package volume may also increase shipping costs, depending on carrier pricing and distribution arrangements.
Businesses should review frequently shipped products and common order combinations to establish an appropriate range of packaging sizes. Rationalising that range can simplify purchasing, storage and selection, provided it does not force orders into unsuitable formats.
On-demand systems that produce packaging to fit individual orders offer another option. Their value depends on throughput, equipment costs, available space and the variety of goods being shipped.
A close fit must still allow sufficient cushioning and structural support. Removing unnecessary space should not compromise the protection required throughout distribution.
Validate designs before volumes rise
Parcels can encounter impacts, vibration, compression and changing environmental conditions during distribution. Packaging must account for these hazards alongside the product’s weight, shape, fragility and sensitivity.
Corrugated board, paper cushioning, moulded fibre and plastic protective materials have different performance characteristics. Selection should reflect the application, with testing used to establish whether the complete package protects its contents adequately.
The International Safe Transit Association (ISTA) publishes procedures for evaluating packaged products against distribution hazards. Choosing an appropriate procedure requires an understanding of the product, packaging design and distribution environment.
Laboratory results should be considered alongside delivery damage reports, customer complaints and returns data. Recurring failures associated with a particular product, format or delivery route need investigation before order volumes increase.
Packaging changes also require time for validation. A thinner insert or lighter carton may work for one product but fail for another. Introducing an untested alternative immediately before peak trading leaves little opportunity to identify and correct weaknesses.
Make packing efficient for warehouse teams
Packaging performance depends on how efficiently and consistently staff can use it.
Difficult assembly, unclear instructions and poorly positioned materials can slow operations and increase errors. Before peak trading, teams should review packing-station layouts, replenishment procedures and the movement of completed parcels.
Tape, labels and cushioning materials need the same attention as cartons and mailers. Frequently used supplies should be easy to reach without creating congestion.
Easy-fold cartons, self-sealing mailers and consistently positioned inserts may reduce handling steps. Trials with warehouse staff can establish whether these features improve productivity under actual operating conditions.
Clear instructions are especially valuable when temporary staff join the operation. Teams also need procedures for exceptions, including mixed-product orders, fragile goods and unusually heavy parcels.
Automation can support suitable operations, but investment decisions should account for maintenance, training, flexibility and equipment use outside peak periods. Systems must accommodate the expected order mix as well as the required throughput.
Reduce waste across the shipment
Material reduction should be evaluated alongside product protection and delivery performance. Savings can be undermined if damage leads to replacement goods, additional shipments and more handling.
Businesses should track packaging consumption per shipment alongside damage rates, packing errors and total costs. Considering these measures together helps establish whether a change improves overall performance.
Recyclability requires assessment of the complete pack. Coatings, adhesives, labels and other components can affect recovery, while collection and processing capabilities differ between markets.
International retailers should assess packaging formats against the systems available in each destination. Disposal instructions should reflect local conditions rather than assume that every material can be recycled everywhere.
Shipping suitable products in their existing packaging can eliminate an additional outer pack. However, the packaging must be validated for direct delivery, including product protection, closure security and labelling. Privacy, presentation and handling requirements may also influence its suitability.
The objective is to use resources efficiently while keeping products intact and supporting appropriate recovery after use.
Include returns in packaging decisions
Packaging decisions should account for products likely to be returned.
Packs that tear during opening or cannot be resealed may leave customers needing replacement packaging. Resealable mailers and cartons with a second adhesive strip can support return shipping where the product and returns process justify them.
These features have material and cost implications. Their value depends on return rates, the goods involved and how the retailer manages returns.
Businesses should distinguish packaging failures from other causes of returns. Better protection may address transit damage, but returns caused by incorrect sizing, inaccurate product information or picking errors require different solutions.
Reusable delivery packaging introduces further coordination requirements. Collection, inspection and redistribution must be practical, with performance assessed through return rates, completed reuse cycles and operating costs.
Keep packaging records aligned with operations
Accurate packaging records support purchasing, forecasting and regulatory reporting. Businesses should maintain information on the materials, weights, suppliers and volumes associated with approved formats.
Peak-season substitutions need to be recorded so that operational and compliance data reflect what was actually used.
International businesses must also check applicable packaging, labelling and producer-responsibility requirements in destination markets. These checks should form part of packaging approval and procurement, allowing time to address any necessary changes.
A central packaging policy can support consistency while accommodating local regulations and recovery infrastructure. Reliable records also make it easier to compare formats and identify which changes deliver measurable benefits.
Use peak-season results to guide improvements
Black Friday provides evidence of how packaging performs under sustained pressure. After the event, businesses should compare forecasts with actual demand and investigate shortages, delays, damage and excessive material use.
Useful performance measures include:
- Packaging cost per shipment: material costs and relevant packing operations, measured consistently.
- Material use per shipment: packaging weight or quantity by defined product and order categories.
- Damage and returns rates: affected orders, with causes separated where possible.
- Packing productivity and accuracy: throughput assessed alongside errors.
- Shortages and substitutions: their frequency and operational impact.
- Recovery compatibility: evidence that packaging formats are suitable for relevant collection and processing systems.
These measures need to be interpreted together. Faster packing may offer little benefit if errors rise, while lower material costs can be offset by product damage and replacement deliveries.
Procurement teams, packaging suppliers, warehouse staff, customer service and logistics partners should contribute to the review. Their combined evidence can help distinguish design weaknesses from forecasting errors, handling issues and distribution problems.
The findings should inform tested improvements well before the next major sales event. Packaging that remains available, easy to use and appropriate for the product can strengthen fulfilment during peak trading and throughout the year.
