Furniture industry expert Adam Hankinson emphasises the importance of early purchasing for Christmas delivery. Many manufacturers operate on 16-week lead times, meaning orders placed after early September risk missing the festive deadline. Customers often underestimate these timelines, browsing stores in late autumn without urgency.
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Hankinson recommends sales staff focus on purpose rather than pressure, asking questions such as "So, what's the project?" and "Ideally, when would you like the project completed by?" This approach helps customers realise how tight delivery schedules are and encourages timely decisions.
Internal communication is also critical. Sales teams frequently receive late updates on cut-off dates, missing opportunities to guide customers effectively. Providing this information early allows staff to inform buyers naturally, without forcing a sale.
September offers a unique window when delivery slots are available, customers are receptive, and decisions can be made calmly. Properly equipped store teams can ensure shoppers secure their sofas in time for Christmas, avoiding the chaos of last-minute orders.
Source: www.furniturenews.net
