CHRISTMAS IN SUMMER? – SUCCESSFUL PROMOTIONAL CAMPAIGNS START WITH EARLY PLANNING

Why Promotional and Merchandising Projects Must Be Planned Early — Even If Christmas Is Still Months Away

Many companies make the same mistake: they don’t start thinking about promotional and merchandising campaigns for Christmas until autumn. After all, in summer, the holidays still feel light-years away. But planning this late risks delivery bottlenecks, missed opportunities, and unnecessary stress. In reality, planning should begin much earlier — ideally 7 to 9 months in advance.

Here’s why early planning pays off and what companies should keep in mind:

1. Supply Chains Are More Complex Than Ever

Promotional items rarely come from a single warehouse next door. Raw materials, production, printing, various finishing techniques, and logistics often span multiple countries. Especially for custom products, production capacity must be reserved — meaning: start early! On top of that, global supply chains are vulnerable to delays caused by material shortages, transport issues, or customs procedures. The later you start, the greater the risk that your desired products won’t arrive on time.

2. Customization Takes Time

Whether it’s logo printing, special colors, or fully bespoke merchandise — customization isn’t a quick fix. Pre-production, sample approvals, and revision cycles can take weeks or even months. Early planning gives you more room for creativity — without the pressure to fall back on standard solutions at the last minute.

3. The Pre-Christmas Period = Peak Season

Printers, manufacturers, and promotional product suppliers operate at full capacity in autumn. If you place your order then, you’ll be at the back of the queue. Early birds not only secure production slots but often benefit from better pricing.

4. Marketing Campaigns Need Lead Time

Great Christmas merchandising doesn’t stand alone — it’s part of a broader strategy. To ensure promotional items align perfectly with campaigns, social media, and sales activities, early coordination is essential. That only works if products are finalized well before peak season.

5. Sustainability and Quality Can’t Be Planned Last-Minute

More and more companies are opting for sustainable promotional items — and these are often more complex to source and certify. If you want to guarantee high quality and responsible production, you need time for careful selection and review.

Conclusion: Early Planning = Stress-Free Delivery

Even if Christmas still feels far away, the countdown for promotional and merchandising projects starts now. Early planning means:

• Guaranteed availability of desired products

• Higher quality and better customization

• Cost advantages and less stress

• Seamless integration into your overall strategy

  
  

Remember: For promotional product manufacturers, Christmas doesn’t start on December 24 — it often begins in August or September. Those who start early not only gain time but also maximize impact.