Peak season ahead: finalising supply chains for the Q4 rush
With less than two months to go, it’s time to finalise supply chains for the Black Friday and Cyber Monday sales. With Christmas not far behind, here are our thoughts on preparing your supply chain for the Q4 peak.
As Black Friday and Cyber Monday approach, whether we’re ready to accept it or not, the festive period will be just behind it.
UK Businesses generally plan their logistics well ahead of time for these events, but there’s always a last-minute rush to get goods into the country and onto the shelves. However, not everything is related to retail.
Building supplies, automotive parts, medical equipment, machinery, cosmetics and more all move year-round into the UK. The rush for space in Q4 by retailers affects other everyday imports, pushing up prices for buyers as space constricts and shipping costs rise.
Globally, Q4 is always the busiest commercial period of the year, and with the rapid growth and popularity of e-commerce, this has become even more apparent in recent years.
E-commerce impacts
The impacts of e-commerce on the wider industry may often be overlooked. Pressure is building on supply chains to meet demand. External factors such as tariff increases, capacity shortages and labour gaps all have an impact on how quickly goods are moved.
Sarah Powell, Associate Director of Aviate at Baxter Freight, and an expert in International Air Cargo, comments:
Black Friday is so much more than the retail event we see widely advertised; it impacts the whole supply chain. Manufacturers increase production, warehouses are full, and airlines struggle to keep up with demand. Any business that relies on smooth schedules and predictability will already be ahead of the curve when it comes to Q4. Not everything runs smoothly, though. Production delays, reduced capacity and rate increases mean that careful planning and foresight are essential. Factoring in extra time and additional shipping budgets is a good starting point for any importer. Talking through your forecasts with your freight forwarder is a great starting point; they will be experienced in navigating the peak season most economically and sensibly. Sea Freight is by far the most cost-effective and sustainable option, but shipments will already be on the water or have arrived in UK ports by now. Air Freight is a more expensive but effective alternative, which needs to be well managed, with extra costs being foreseen and mitigated. This is easier said than done, with schedules changing, offloads a regular occurrence, and delays becoming commonplace in UK airports as labour shortages hit harder during the peak. Communication is essential, forewarned is forearmed, as they say.”
Keeping your supply chain moving through Q4
Utilising your logistics partner to move goods during this busy period can help ensure your supply chain keeps moving and potential issues are resolved quickly. By using their expertise across national and global markets, you can maintain control and reliability all the way to final delivery.
Working with a logistics partner that understands your business priorities can make all the difference in a high-pressure season of the year. They’ll help you stay ahead of demand fluctuations, capacity issues and rates.
Allowing logistics specialists to manage complex supply chain operations means you can focus on maximising sales and delivering real value to customers, making the most of the Q4 peak season.
Helping your business fly
During this season, every movement counts. With rising demands and capacity tightening across global transport networks, business and logistics solutions need to offer both speed and reliability. This is where our Aviate air freight solution makes a difference, delivering fast and dependable air freight services across the UK, Europe and global markets.
Aviate provides businesses with the agility to react quickly when demand spikes or supply chains tighten. Where sea freight lead times are too long or inventory levels peak unexpectedly, like during Q4, air freight offers an opportunity to ensure products or goods meet their destination on time. Our experienced team works closely with airlines and partners worldwide to get capacity, optimise routes and manage costs effectively, even during the busiest part of the year.
Many businesses adopt a hybrid strategy. Using Aviate for the flexibility to move time-critical or high-value shipments, while utilising Navigate for bulk or long-term shipments. This balanced approach maintains continuity, helps protect stock levels and can reduce cost pressures.
At Baxter Freight, we are your Solutions Architects. From proactive communication to strategic route planning, we help you optimise your supply chains all year round and help you stay ahead of the busy periods.
Get in touch with one of our experts today to start that all-important planning and uncover the power that effective logistics can have.
