5 last-minute optimizations for scaling brands this peak season

Every year, we see a predictable surge in shipping activity, and last December was no exception. Shippo merchants experienced nearly 2× higher label volume compared to their February baseline.

But this year, the broader picture looks different: according to eMarketer, holiday retail sales are projected to grow just 1.2% year over year, the slowest rate since 2009. That means every fulfillment optimization matters. Small, focused tweaks can protect margins, maintain service levels, and keep customers loyal—exactly when it counts most.

Here are five adjustments you can still make to strengthen your shipping operations before the year ends.

1. Turn tracking from a cost center into a conversion touchpoint

Tracking isn’t the end of the journey; it’s part of the customer experience.

Up to 85% of support tickets are “Where is my order?” (WISMO) questions. And 91% of customers track their packages, many checking multiple times a day. That’s a clear opportunity for engagement.

A branded tracking experience keeps shoppers connected to your brand instead of sending them to a carrier site. It builds trust and creates opportunities for re-engagement, from personalized recommendations to upcoming promotions.

How to optimize this week:

• Create branded tracking pages with Shippo to reduce WISMO tickets and keep support teams focused on exceptions.
  
  
• Use those pages to showcase restocks or upcoming promotions while customers are already engaged.
  
  
• Keep post-purchase touchpoints consistent with your brand voice to build long-term loyalty.
  
  

Learn how to create a better branded tracking experience, or explore Shippo’s Tracking API to get started.

2. Build resilience through multi-carrier flexibility

Disruptions are a fact of life. Resilinc reports that supply chain disruptions have grown at a 24.6% annual rate since 2019, and when carriers reach capacity, single-carrier shippers feel it first.

Having access to multiple carriers isn’t just a nice-to-have; it’s operational insurance. With Shippo, you can access 40+ domestic and international carriers and go live with new carriers quickly without new contracts or long onboarding.

This flexibility helps you reroute volume when service issues arise, balance costs across carriers, and keep shipments moving during peak crunch periods.

How to optimize this week:

• Review your top fulfillment zones and ensure you have a backup carrier for each.
  
  
• Connect multiple carriers in Shippo to expand options and reduce dependency on any single network.
  
  
• Audit automation rules to make sure they’re choosing the best available rate that still meets your delivery window, not just the default.

3. Rethink your checkout promise

There’s a myth that customers only care about two-day shipping. The data says otherwise.

According to McKinsey, 90% of shoppers are willing to wait two to three days for delivery if it means saving money. More than 80% will complete a purchase when delivery takes four to seven days, as long as it’s free and trackable. And over 50% of consumers value knowing exactly when their order will arrive.

That means speed isn’t your advantage; reliability and choice are.

How to optimize this week:

• Offer three clear shipping options: Economy, Standard, and Express. This gives shoppers more control and reduces decision fatigue. Many brands offer only two choices or label tiers inconsistently, which can confuse customers and hurt conversion.
  
  
• Label your default option as “Most popular | free & reliable.” This helps steer buyers toward your most efficient and profitable fulfillment tier.
  
  
• Use clear delivery windows at checkout and in order confirmations (for example, “Arrives Thurs., Nov. 30”) to build confidence and reduce post-purchase anxiety.

• Offer small incentives that nudge shoppers toward slower, more cost-effective choices, like “Save $5 when you choose eco delivery.”

4. Find the low-tech fixes hiding in your warehouse

Not every optimization requires new software. Sometimes, the biggest savings come from simple observation.

Packing inefficiencies—like using oversized boxes, inconsistent SKU handling, or misplaced fast movers—can quietly erode thousands in profit each week through DIM-weight charges and reships.

How to optimize this week:

• Post a visual packing guide showing what “packed right” looks like.
  
  
• Add a second scale or printer to eliminate small, daily bottlenecks.
  
  
• Move your top-selling SKUs closer to packing stations.
  
  
• Pre-kit your bestsellers to reduce touches and speed up fulfillment.
  

Even a few minutes of walking the floor can reveal costly habits worth fixing.

5. Track these 3 metrics daily to protect your margins

Your shipping data is your early-warning system. If you’re not monitoring it daily during peak, you risk catching problems too late.

Here are the top three metrics you should be watching right now:

1. Total labels purchased

This shows whether your shipping volume is trending as expected.

• A spike signals a potential bottleneck. Add shifts, rebalance load, or pace promotions.
  
  
• A dip may mean automation or integration issues.
  

Spotting trends early prevents slowdowns before they reach your customers.

2. Shipments by delivery status

Labels created don’t always mean packages shipped. Watch for rising pre-transit counts—that often means items are sitting unscanned.

Confirm manifests are processed daily to avoid delays and customer frustration.

3. Billed vs. quoted shipping costs

If your billed rates don’t match quoted rates, margin is leaking.

Audit surcharges, packaging dimensions, and address accuracy to stop profit loss before it compounds.

With Shippo Intelligence, you can see every trend, delay, and cost shift all in one view. No setup, no spreadsheets—just the insights you need to act fast.

Small tweaks. Big impact.

While you can’t slow peak down, you can stay ahead of it.

The smallest adjustments—branded tracking, carrier flexibility, reliable checkout options, warehouse efficiency, and data vigilance—are what separate smooth operators from overwhelmed ones.

Because during the busiest weeks of the year, the brands that win aren’t doing the most. They’re doing the right things, fast.