The December Playbook: How to Stay Top of Mind Between BFCM and Boxing Day

Early December sits between two very different moments. BFCM has ended, but Christmas and Boxing Day are still ahead. Customers slow down, brands take a breath, and the season shifts into a quieter rhythm. This pause feels small, yet it shapes the rest of the month.

This guide explains how to stay visible, stay helpful and keep customers close during the weeks that many brands overlook. These simple steps prepare you for the next lift and keep your momentum alive through the end of the year:

‍

Why Momentum Slows in Early December

‍

The pace of BFCM fades quickly. Traffic eases, customers take a breather and buying decisions stretch out. This shift happens every year. People wait for their next salary date. They compare gift ideas. They pay closer attention to delivery timelines. The energy changes, and decisions take more time.

Interest in brands stays present during this period. Customers continue to browse, save products and plan gifts. They move through the month with more intention and less urgency. This creates a softer rhythm that shapes how they buy.

Timing plays a big role. Delivery cut-off dates influence the whole month. As these dates approach, spending rises again with a clear focus on guaranteed delivery. The week leading into Christmas often brings stronger demand, driven by last-minute gift buying and the comfort of clear timelines.

Boxing Day also remains important across the UK. Many people shop with gift cards. Some purchase items they considered earlier in the month. Others look for new arrivals and fresh stock after Christmas. Their motivation changes, yet their intention to buy stays strong.

Brands that remain present during this quieter period benefit from this shift in behaviour. Simple steps help. Clear communication. Visible bestsellers. Helpful reminders about delivery timelines. These actions make it easier for customers to choose when they are ready.

Early December creates space to warm your audience again. Their decisions in these weeks guide how they shop in the final stretch of the season. This softer window is a valuable moment to stay steady, visible and ready for the lift that arrives closer to Christmas and Boxing Day.

‍

How to Stay Top of Mind in Early December

‍

Early December is a transition period. Customers slow down after BFCM, then speed up again once Christmas deadlines approach. This window is short, but it is powerful when you use it well. Here is a clear structure with actions designed specifically for this phase of the season.

‍

1. Lead with delivery cut-off communication

‍

Delivery timing shapes every decision in December.

‍

- Share your final delivery dates early

- Pin them on your website and product pages

- Add the dates inside emails and SMS

- Create a countdown element on your home page

- Update your customer support team so replies stay consistent

‍

Clear delivery information gives customers confidence to purchase.

‍

2. Create gifting ideas based on timelines

‍

People shop for others in December, and timing guides their choices.

- Build gifting guides by budget and audience

- Add “arrives before Christmas” tags to suitable products

- Highlight fast-shipping items as safe choices

- Share small ideas for teachers, colleagues or relatives

- Use shortlists instead of long catalogues

‍

These guides reduce friction for shoppers who want quick solutions.

‍

3. Refresh your homepage for Christmas behaviour

‍

Your website becomes a decision-making tool during gifting season.

‍

- Add a clear gifts section

- Highlight bestsellers that ship quickly

- Feature bundles designed for gifting

- Use seasonal imagery that feels warm and simple

- Bring your delivery cut-off message above the fold

‍

A refreshed homepage helps customers find what they came for.

‍

4. Warm up your audience for Boxing Day

‍

This moment is still strong in the UK, especially online.

‍

- Share friendly hints that new items arrive after Christmas

- Invite customers to join an early-access list

- Tease a small collection or restock

- Share a quick poll asking what they want to see next

- Showcase popular items that may return on 26 December

‍

This creates interest without pressure.

‍

5. Turn returns into second chances

‍

Returns rise in December. They can still strengthen relationships.

- Offer easy exchanges

• Add a helpful guide inside your return emails
• Give customers a choice to receive credit for future drops
• Add a small thank-you moment for people who return items
• Use the experience to highlight products that fit better

A smooth returns process builds trust even when an item goes back.

‍

6. Prepare your January touchpoints early

‍

The first week of January is surprisingly strong for repeat purchases.

‍

- Draft a simple welcome-back message

- Plan a restock announcement

- Prepare replenishment reminders

- Map out a short educational email or content piece

- Build a soft call to action based on customer behaviour during BFCM

‍

This makes January feel organised and calm.

‍

7. Refresh your stock for the final weeks of December

‍

The right products in the right quantities support momentum.

‍

- Reorder small batches of bestsellers

- Keep fast-moving items in view

- Turn slower products into helpful bundles

- Share stock updates to encourage timely decisions

- Make sure bestsellers stay discoverable across your site

‍

This keeps your offering aligned with customer behaviour.

‍

8. Segment your audience for December patterns

‍

Groups move differently as the month progresses.

‍

- Last-minute shoppers

- Early planners

- Gift-only buyers

- High-intent browsers

- Customers who bought during BFCM

‍

Relevant messaging improves engagement.

‍

9. Use simple automation to save time

‍

Early December can feel busy. Automations help you stay consistent.

- Delivery reminders

- Gifting prompts

- Order cut-off nudges

- Early-access invitations

- Thank-you messages with small tips

‍

Small, timely messages keep customers connected without overwhelming your team.

‍

Prepare for Boxing Day and January Early

‍

The final weeks of December create two important moments. The first is the lead-up to Christmas, driven by delivery timings. The second is the lift that arrives on Boxing Day and continues into early January. Preparing for these moments in advance helps you keep your rhythm and stay ahead of demand.

‍

1. Plan stock with intention

‍

Products move differently in December. A clear plan protects your margins and keeps customers engaged.

‍

- Review which items became favourites during BFCM

- Reorder small batches rather than large commitments

- Build gift-focused bundles for the week before Christmas

- Hold a few bestsellers for Boxing Day

- Refresh slow sellers with new positioning

‍

These actions help you remain flexible through the month.

‍

2. Use Smart Growth Capital to support the December stretch

‍

Cash flow can tighten as shipping costs rise and returns increase. Having room to act brings calm and control.

‍

- Restock important items before they sell through

- Keep ads running for high-intent customers

- Support your customer service team during peak questions

- Update packaging or fulfilment processes

- Prepare for early January without delays

‍

This creates stability when the season becomes busy again.

Soft reference: the ideas align with Turning Borrowed Capital into Lasting Growth.

‍

3. Treat returns as a customer-care moment

‍

Returns rise after Christmas. Handling them with care strengthens loyalty.

‍

- Offer simple exchange options

- Share helpful sizing or product guides

- Keep language supportive and clear

- Allow store credit for customers who want flexibility

- Collect insights to reduce future returns

‍

Returns can become a positive touchpoint when handled with attention.

‍

4. Prepare January flows before the season ends

‍

January brings strong repeat-purchase energy. Customers buy for themselves, replenish items or look for second-round purchases.

‍

- Draft a welcome-back message for early January

- Schedule a replenishment reminder

- Share new-year product tips

- Prepare a small restock or limited drop

- Review BFCM data to identify your strongest segments

‍

This planning helps you enter January with clarity and confidence.

‍

December has its own rhythm. Customers move slower at first, then speed up again once delivery deadlines approach. Small, steady actions keep your brand in view and ready for the next lift. If you know another business that wants support during this stretch, you can share the referral programme.

‍