The countdown to the holiday shopping season has officially kicked off, and forward-thinking retailers are already strategizing for success. This means scaling up and transforming peak season approaches to capitalize on increases in direct-to-consumer (DTC) sales.

A recent survey of supply chain leaders, led by Deposco and Retail Dive’s studioID, reveals how constant this DTC growth is. In 2024, for example, year-over-year sales growth was at around 16%. This year, nearly three-quarters of leaders report an increase in DTC sales in the last 12 months, with a projected growth rate of between 10% and 25%. This sustained momentum pushes brands to rethink how they engage, deliver, and delight their customers, who increasingly expect seamless, personalized, and flexible experiences.

Here are four actionable strategies to optimize your DTC fulfillment capabilities during peak season.

1. Implement real-time inventory management

Retail executives are implementing inventory management software to enable real-time visibility during high-volume periods, such as peak season. In fact, 60% of surveyed leaders plan to implement inventory management software in the next 12 months to improve real-time insights.

Inventory management systems can be a powerful tool for helping teams track stock across all channels and locations so they know what inventory is available and where it’s located. This is especially critical as DTC sales accelerate. With more consumers shopping direct, accurate inventory tracking could mean the difference between delivering on expectations and losing sales when order volumes spike.

Leaders are also embracing AI to streamline inventory management, with 56% implementing the technology to make inventory decisions based on demand forecasts (a great way to reduce errors and improve accuracy). 

In addition, nearly six in 10 (56%) plan to invest in advanced inventory management systems to futureproof DTC fulfillment operations.

2. Give consumers flexible delivery options

Delivery needs are constantly evolving, but they’re even more complex and urgent during peak season, when volumes surge as customer expectations for speed and reliability rise. 

As DTC sales increase, brands will need to prioritize flexible delivery options while maintaining control of inventory and fulfillment operations.

To futureproof DTC fulfillment operations, 42% of retail leaders say they’re prioritizing more flexible customer delivery options. This is also a great way to prepare for and become more resilient during peak season. By giving consumers options, they’ll be able to choose whatever works best for them, especially when the pressure is on during the holidays:

• Order online and pick up at a nearby store to avoid shipping fees
• Have orders delivered to specific locations for convenience and security
• Select same-day delivery as shopping windows narrow
• Choose from different delivery times that fit with their busy holiday schedules

3. Prioritize sustainable holiday shipping

During peak season, packaging waste can accumulate quickly. As consumers become more aware of their environmental impact, they’re seeking more responsible options. Case in point: Surveyed leaders estimate that more than one-third of their customers are willing to pay premiums for sustainable shipping. This indicates that many consumers will prioritize brands offering recyclable or reusable packaging, even if it costs more.

As the DTC space becomes increasingly competitive, sustainable packaging can be a compelling offer that helps your company stand out and connect with eco-minded shoppers.

4. Leverage AI-powered order optimization

As peak season becomes more complex, DTC leaders are using AI to analyze vast amounts of data about sales history, real-time trends, and external signals to improve decision-making. For instance, to improve demand forecasting and inventory decisions, 46% of surveyed retail leaders say that using AI to establish resilient DTC fulfillment will be critical in the next three to five years. 

AI supply chain technology will help brands align inventory levels with consumer demand to avoid stockouts and overstocking, which can be costly during high-volume shopping times.

Staying ahead in DTC during peak season

Retailers who want to stay ahead this peak season are increasing capacity and reimagining how they approach the busiest time of year to capture DTC growth. 

Sustained success in this channel clearly signals that it’s time to optimize. The companies that thrive will be those that put the right strategies in place to ensure agile and scalable DTC fulfillment operations during peak season and beyond.

Learn more about how supply chain leaders are managing and driving DTC sales.