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By Darren Hall
Head of Client Services – Finsbury Media
Peak season is fast approaching. From September through December, shoppers are in buying mode. If you’re not prepared, you’ll be left watching your competitors clean up.
This isn’t about pulling together a last-minute Black Friday campaign. It’s about having your brand, marketing channels, and website firing on all cylinders before the first wave of shoppers arrive.
Let’s break down what you need to do now – and how to avoid being another brand moaning in January about “what could have been.”
Why Peak Season Readiness is Non-Negotiable
Shoppers don’t just “browse” in peak season – they come ready to spend. But they’re also impatient.
- Ads get more expensive.
- Competitors flood every channel.
- Websites are under pressure to convert instantly.
If your site is slow, your brand looks flat, or your ads aren’t targeted properly, you won’t just miss out – you’ll hand those sales directly to someone else.
The Key UK Dates You Need to Lock In
Here’s the calendar to plan around in 2025:
- Halloween – 31 October
- Singles’ Day – 11 November
- Black Friday – 28 November
- Cyber Monday – 1 December
- Christmas shopping peak – 10–22 December
- Boxing Day Sales – 26 December
Miss the build-up and you’ll be left scrambling when it’s already too late.
What 2024 Taught Us
Peak season 2024 broke records:
- UK shoppers spent £3.63 billion across Black Friday/Cyber Monday, up 5.2% on 2023.
- Conversion rates jumped to 4.6%, compared to an average of 2.5–3.5% across the year.
- Over 70% of UK shoppers used mobile to browse and buy.
- Footfall dropped by 11% in-store – meaning digital is where the battle is won.
2025 is expected to go even bigger, but with higher ad costs and savvier consumers. That’s why early preparation is everything.
How to Prepare Across Your Digital Marketing Mix
SEO – Laying the Groundwork
SEO takes time, so get ahead now:
- Optimise category and product pages for seasonal keywords.
- Launch landing pages for “Black Friday deals” or “Christmas gifts” early so Google has time to rank them.
- Refresh content to be timely and search-intent focused.
? More on our E-commerce SEO services.
PPC and Paid Media – Buy Smart Attention
Ad costs spike during peak. Here’s how to stay profitable:
- Ramp up Google Shopping and Performance Max before November.
- Test creative now so you know what works under pressure.
- Segment retargeting audiences early – don’t leave it to the last minute.
Increase budgets around key dates, but don’t spray and pray.
CRO and Site Performance – Don’t Lose Sales at the Finish Line
Sending traffic to a slow, clunky site is like pouring water into a leaky bucket.
- Improve mobile speed (where most traffic comes from).
- Streamline checkout – remove unnecessary steps, add guest checkout.
- Add urgency (delivery cut-offs, low stock messages) and trust (reviews, guarantees).
Even a 1% increase in conversion can mean tens of thousands more in peak-season revenue.
Branding and Creative – Be Memorable
In a sea of “20% off Black Friday” ads, your brand needs cut-through.
- Strong visuals that stand out.
- Clear, human messaging that speaks to your audience (not generic sales jargon).
- Consistency across channels so customers recognise you instantly.
Social Media – Keep Your Brand in the Conversation
Don’t just rely on ads. Organic and paid social keep you visible when buyers are comparing options.
- Build hype early with teasers, gift guides, and social-first offers.
- Retarget warm audiences who engaged with your organic content.
- Use social proof (reviews, UGC, testimonials) to drive confidence.
Email Marketing – Your Conversion Engine
Email is still one of the most profitable channels in peak season.
- Set up abandoned cart flows, seasonal promos, and VIP early access.
- Segment your list – gift buyers, loyal customers, deal hunters.
- Schedule delivery cut-off reminders to drive urgency.
Web and UX – The Storefront Experience
Think of your site as your shop window. During peak, traffic is higher – but patience is lower.
- Optimise navigation so products are easy to find.
- Ensure your site handles surges in traffic.
- Keep brand consistency across banners, landing pages, and checkout.
Want to be 100% sure your store is peak-season ready?
Download our free 37-point E-commerce SEO Audit Checklist.
It’s the same framework we use when prepping clients for Black Friday and Christmas.
How to Win in 2025
The brands that win won’t be the ones with the deepest discounts – they’ll be the ones who are prepared.
Prepared with SEO foundations that are already ranking.
Prepared with ad campaigns that have been tested and refined.
Prepared with websites that convert on mobile in seconds.
Prepared with branding that stands out when everyone else looks the same.
If you’re treating peak season like “just another campaign” – you’ll lose.
Conclusion
Peak season is where the serious money is made in e-commerce. But it’s not about working harder in November – it’s about working smarter now.
Get your SEO, PPC, CRO, branding, social and email all lined up so when the shoppers arrive, you’re not just visible – you’re irresistible.
? If you want this year’s peak season to be your best yet, reach out to the team at Finsbury Media today.
FAQs
When should I start preparing?
At the very latest, September. SEO needs time to rank, PPC needs testing, and you need your CRO fixes implemented before traffic spikes. Last-minute prep = wasted opportunity.
How big is peak season really?
In 2024, Black Friday/Cyber Monday generated £3.63 billion in online sales. With conversion rates hitting 4.6% and mobile dominating 70%+ of traffic, peak season is the single most important sales window for UK e-commerce.
What’s the average UK e-commerce conversion rate?
Around 2.5–3.5% across the year. During peak season, strong brands with optimised sites see 4–5%+ conversion rates.
Do small brands stand a chance?
Absolutely. Smaller businesses can win with agility – personalised campaigns, niche targeting, authentic branding, and excellent customer experience. You don’t need to outspend Amazon to win customers.
What’s the biggest mistake brands make in peak season?
Focusing only on discounts. Price helps, but buyers also want speed, trust, and a smooth journey. If your brand isn’t ready across SEO, PPC, site performance, and creative, no discount will save you.