How to get retailers to reorder before Christmas: a Q4 restock plan for wholesale brands

For most independent shops, the weeks before Christmas make or break the year. Their best-sellers run out in November, and whether they reorder from you or fill the gap with another brand often comes down to one thing: how easy you make it.

In this post, we look at what last year's ordering data tells us about Q4, and share a simple week-by-week plan to get your retailers restocked in time.

What Q4 2025 ordering data tells us

We looked at all orders placed on the Orderchamp Marketplace between October and December 2025, leaving out cancelled orders. Four things stand out.

• The peak is mid-November, not December. The two busiest weeks of the quarter were 10 to 23 November. By December, the number of orders had already dropped by more than 40% compared with November.

• Nine in ten Q4 orders were placed before 15 December. After that, ordering drops quickly, as shops switch from buying to selling.

• December is reorder month. 64% of December orders were reorders from a brand the shop had bought from before, compared with 56% across the whole year. Retailers restock what's already selling.

• Delivery takes longer than you think. Between 1 November and 14 December, half of all orders arrived within about a week, but one in ten took two weeks or more. Orders placed in Christmas week took a median of 11 days to arrive.

Put together, the message is clear: if you want your products on the shelf for Christmas, your restock push has to start in early November, not in December.

Your Q4 restock plan, week by week

Late October: get ready

Check your stock of best-sellers and Christmas items, and decide what you can still reorder from your own suppliers in time. Set your last order date (more on that below), and make a short list of what sold best last season for each type of shop: a gift shop sells different things from a concept store or a garden centre.

Early November: remind your best accounts

Send your top retailers a personal message with what's selling, the quantities they ordered last year and your last order date. A short list of five best-sellers with stock levels works better than your whole catalogue. Retailers are busy, so make the decision easy for them.

Mid-November: make reordering effortless

This is when most orders come in, so remove every bit of friction. Open a short reorder window with a lower minimum order value or free shipping above a set amount, so a retailer can top up a few best-sellers without placing a full order. If you work with reps, have them call or visit key accounts and write the order on the spot in the Sales App.

Black Friday week: restock, don't discount

Many shops are busy with their own Black Friday promotions. Instead of joining a discount race, offer a simple Christmas top-up: the best-sellers they're running low on, delivered in time. Better payment terms, like paying after the holidays, can be more convincing than a lower price and protect your margin.

Early December: last call

Send a final reminder a few days before your last order date, with what's still in stock. Keep it short: "Last chance to restock for Christmas, order before Friday and it arrives in time."

Mid-December onwards: plan January

Once ordering slows down, switch your focus to the new year. Open pre-orders for your spring collection, update your price lists for 2027 using your wholesale pricing strategy, and invite retailers to meet you at the January trade shows.

Set a clear last order date

Most shops want their Christmas stock on the shelf by mid-December. Count back from that date, add your normal delivery time and a buffer for busy carriers. With one in ten orders taking two weeks or more last year, a last order date in early December is a safe default for most brands. If you ship mainly within one country, it can be a few days later.

Then put that date everywhere: in your newsletters, on the banner of your portal, in your email signature, in your reps' sales pitch and in your order confirmations. Retailers can only plan around a deadline they know about.

Make reordering a one-minute job

In Q4, shop owners spend their days in the shop, not behind a desk. In Q4 2025, more than one in four Marketplace orders was placed after 6 pm, and about a quarter at the weekend. If reordering means emailing you, waiting for a price list and checking stock by phone, the order often doesn't happen.

With a B2B Portal, retailers can reorder at any time, with their own prices, minimums and payment terms already applied. They can repeat a previous order in a few clicks and see straight away what's in stock. Orders that still arrive by email or WhatsApp can be turned into orders automatically with AI Order Convert, so a busy December doesn't mean hours of typing.

Help retailers sell through, not just stock up

Retailers who sell out reorder. Anything that helps them sell your products in December also brings in your next order.

• Gift sets and bundles. Combine products into ready-made gifts at a clear retail price. They're easy for shops to display and easy for shoppers to buy.

• Display ideas. Share a few photos of your products styled together for Christmas. You don't need a new photoshoot to create styled catalogue shots.

• The story behind the product. A short text or card about who made it and why helps shop staff sell it. It's one of the reasons why building a story around your product matters so much.

• Sell-through check-ins. Ask your top accounts in early December what's selling. It's the best moment to suggest a top-up, and to learn what to plan for next year.

Final thoughts

Christmas restocking isn't won in December. It's won in November, by brands that remind their retailers early, make reordering effortless and set a clear deadline. Start your plan now, and your products will be on the shelf when shoppers come looking for gifts.

Want retailers to reorder in a few clicks this Christmas? See how the B2B Portal works or book a demo.

Frequently asked questions

When should wholesale brands start their Christmas restock push?

How do I set a last order date for Christmas delivery?

How can I make it easier for retailers to reorder?

Should I offer a discount to get Christmas reorders?

What should I focus on after mid-December?