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As time goes by to mid-November, the Christmas sales season has quietly arrived. According to industry sources, at the beginning of the 2024 Christmas sales season, sellers of holiday products will still see a "two-faced struggle" among sellers. It is learned that in order to celebrate Christmas on December 25, people in Europe and the United States will buy related products before the holiday. According to past sales conditions, November to mid-December each year is usually the peak period for Christmas product traffic. Toolbox Marketing's "2024 Christmas Shopping Trends Survey" also shows that in terms of shopping schedule, nearly half of consumers plan to start buying Christmas-related products in November to early December. Recently, with the start of the Christmas consumption peak season, the order situation of relevant sellers can be described as "ice and fire". Some sellers reported that their Christmas product sales have begun to soar , including Christmas toys, Christmas trees, Christmas decorations , etc. Amazon's US and German sites have seen the most significant growth. One seller even sold more than 300 orders a day, an increase of 321.69% from the same day last week and 422.39% from the same day last year. But the joys and sorrows of sellers are never shared. While some sellers are experiencing a surge in orders, many have said that the traffic for Christmas products is not good this year . Searching keywords on Amazon shows that many Christmas products have coupons set up, but the order situation is still mediocre. A seller of Christmas products mentioned: Last year, there was a product that sold well, and this year we have more than 2,000 pieces in stock, but currently there are only two or three orders a day, and we still have to pay high storage fees during the peak season. In this regard, some sellers believe that compared with previous years, the sluggish sales in the early Christmas season this year is most likely due to the increased uncertainty in the macro environment. Most European and American consumers are becoming more cautious in their shopping expenses and will adopt a combination of online and offline shopping. The latest survey data shows that in 2024, 72.3% of consumers prefer to combine online shopping and in-store shopping for Christmas. This has affected the Christmas product sales of online platforms such as Amazon to a certain extent. In addition, many sellers speculate that the recent sharp decline in Amazon's warehouse and logistics efficiency is also an important factor in the cold sales of a large number of sellers in the early stage of this year's Christmas consumption peak season: "I sent out a thousand Christmas products, but when I asked customer service, I had to wait until November 25th for the shipping to be completed." "My goods have arrived and entered the warehouse, but they haven't been put on the shelves yet, which has dragged my ranking down." Now that the Christmas consumption peak season has just begun, many sellers are still looking forward to Amazon's accumulated strength and achieving a surge in traffic in the middle and late stages. The upcoming Black Friday and Cyber Monday is also an important window for sellers selling Christmas products to break through sales growth. However, according to industry feedback, due to various factors, the problem of listing products on shelves seems to have become a huge obstacle to the "Black Friday boom dream". Due to Amazon's low listing efficiency, many sellers are worried that their products will not be delivered before Black Friday. For Amazon sellers, the days of "listing as soon as they are delivered" are long gone. By 2024, it has become the norm for Amazon FBA shipments to not be listed for a long time. According to industry sources, at this critical moment when Black Friday is less than a week away, a large number of sellers' shipments have still not been successfully put on the shelves. “The FBA shipment signed for on September 28th, shipped by DHL, has not yet been received and put on the shelves.” "The goods have arrived at the Amazon warehouse a long time ago, but it still shows 'in transit, not on the shelves'." "The speed of listing is really slow this year. It is normal to take more than 30 days." Under this circumstance, many sellers can’t help but develop “listing anxiety” - that is, they are worried that out-of-stock situations will become the biggest obstacle to Black Friday sales due to delays in listing. According to trends in previous years, it is now the peak season for cross-border shipments, and it is not uncommon for multiple Amazon warehouses to be overwhelmed, resulting in delays in the entry of goods for a large number of sellers. However, after comparing with previous years, some sellers said that Amazon's warehousing delays are even worse this year. Many sellers prepare goods for shipment in advance, but still cannot escape the fate of "low shelving efficiency." According to freight forwarding information, as of November 14, multiple warehouses under Amazon have experienced serious warehouse overflows. For example, the rejection rate of warehouses such as MCO2 and SNA4 is as high as 90%, and reservations for warehouses such as TEB9, CLT2, and SCK4 have been postponed to three weeks later . In addition, reservations for other warehouses are also difficult, the rejection rate is increasing, and the warehouse overflow situation is very serious. In this regard, some sellers further analyzed that in addition to the old-fashioned factors such as reduced transportation capacity due to layoffs and bad weather, Amazon's relaxation of storage capacity restrictions is also one of the main reasons for the surge in inventory during this year's peak season, frequent warehouse overflows at Amazon, and slow stocking. It is learned that according to announcements from Amazon's European and American sites, Amazon has begun to gradually reduce sellers' holiday season storage capacity restrictions since November 2023, and pointed out that this shift may cause delays in receiving goods. From this point of view, if no new policies are introduced to effectively improve turnover efficiency, Amazon's delay in listing may continue for some time. Hereby remind relevant sellers to always pay attention to the operation status of goods and adjust the shipping plan in time according to the situation to avoid losses. If you encounter the problem that the goods have not been put on the shelves after arriving at the warehouse, you can try to contact Amazon customer service by sending an email and opening a case to inquire about the progress of the goods being put on the shelves and urge the goods to be put on the shelves. Have you guys successfully put your Black Friday products on the shelves? What are your solutions for delays in putting your products on the shelves? Welcome to discuss in the comments section~
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