Last-Minute Readiness

Plan All Year

The Ross-Simons team prepares for holiday shopping by planning 365 days per year. Those involved in the plan adjust staffing and processing to match historical order volume and current expectations. "Know your customer, know your market, and plan appropriately," Bellini advises.

The American Girl doll catalog and eToys Direct are very familiar with the last-minute holiday challenge. Sixty percent to 65 percent of American Girl's annual sales take place during the fourth quarter. eToys Direct, the parent company of eToys.com, KBtoys.com and My Twinn, conducts 80 percent of its sales during the holiday season. And because both companies serve children, that only increases the importance of delivering on time. "An adult can understand if a sweater arrives late, but it's a different situation if Santa Claus' gift is late. We think of ourselves as being in the Santa Claus business," says American Girl spokesperson Julie Parks.