Christmas in June? Why Summer Is the Real Holiday Deadline

Think It’s Too Early for Christmas? Retail Says Otherwise

If you're thinking December is the time to prep your holiday packaging, you're already behind. For large retail distributors like Costco, holiday products need to be delivered by early fall. That means ordering your packaging during the summer season (June/July). Waiting until August or later could leave your brand out in the cold and miss out on retailing opportunities. This post breaks down why June is the critical deadline, what happens when you're late, and how small businesses can still hit their target with smart planning.

Why Digital Printing Could Be Your Best Move

Digital orders typically have a lead time of 5 to 7 weeks. That means if you place your order in June, you'll receive your packaging by August. This gives you just enough time to pack, prep, and ship out your product to meet big box retailer schedules. In fact, Costco often wants product delivered by August, not after, which makes this timeline a solid option. Digital printing also works especially well for small businesses. If your holiday packaging is a limited run or a one-time seasonal drop, you don’t want to commit to massive volumes. Digital lets you order smaller minimums without sacrificing quality, speed, or shelf appeal. It’s fast, flexible, and built for brands that want to stay agile without missing key retail windows.

Why June Is Go Time for Holiday Packaging

Big retail chains like Costco require holiday inventory delivered by September. To meet that window, your custom packaging has to be ordered and in production by June. That leaves time for printing, shipping, and any unexpected delays , and even then, it’s tight. We recommend our Digital print process for any orders with a tight deadline. Here’s what the timeline looks like for big distribution:

• June: Finalize packaging design and place your order
• July: Production and quality checks
• August: Shipping and delivery to your warehouse or fulfillment center
• September: Retailers expect your product in-store or in-hand

If you wait until August to start ordering? You’ll be scrambling to meet deadlines , and chances are, you won’t.

Smaller Retailers Have a Bit More Wiggle Room

If you’re selling through your own online store or small shops, you can afford to order a little later. That said, “a little” means July at the latest. Ordering in August means you’ll likely receive your packaging by late October or early November , and that’s pushing it especially if you are looking to order through our Rotogravure print process (lead times 9-11 weeks). The later you start, the more risk you take on:

• Rush fees for printing and shipping
• Limited material choices due to stock shortages
• Missed delivery windows for marketing campaigns
• Lost sales if your product isn’t ready for the holiday rush

Real Talk: What Late Planning Really Costs

There’s a big difference between planning ahead and playing catch-up. Brands that plan in June lock in pricing, get first pick of materials, and hit shelves when it counts. On the other hand, those who wait too long often face:

• Higher costs from last-minute production
• Delays in fulfillment
• Disappointment from retail partners
• Empty shelves during peak holiday sales

Missing that window can mean missing the entire holiday season , which for many brands, makes up a huge chunk of annual revenue.

Wrap It Up Right: What You Should Do Now

If you’re in food, beverage, or specialty products and aiming for the holiday market, this is your timeline wake-up call. Don’t wait until fall. Start planning in June. Here’s how to stay on track:

• Start your packaging design process in May or early June
• Finalize orders by mid-June
• Confirm with suppliers about lead times
• Give yourself buffer weeks in case of production hiccups
• If you’re a small business, aim for July as your last safe order date

Don’t Let the Holidays Sneak Up on You

Getting into the holiday market isn’t just about having a great product. It’s about getting the timing right. And the truth is, summer is your launchpad for winter success.