There’s still a way to go before the air turns cold and snow appears on forecasts in the U.S., but holiday planning has already been on retailers’ priority lists for some time. The rush during the year’s last few months has long been viewed as the most important time of year for retail-sector businesses, with the additional sales and high traffic that accompany it having the power to make or break annual budgets.

While the perception of the holiday rush may not be entirely true—data shows that sales during November and December only account for about 19% of total annual revenue, just over two percent higher than the 16.6% expected if sales were distributed equally throughout the year—the pressure on retailers to perform looms large. After all, that 19% adds up to a significant sum: over $936 billion in 2022 alone (up 5.3% from the previous year), with this year’s total estimated to grow by a similar margin.

It’s a large pie, and every retailer wants their piece. So, as the leaves turn, retailers are turning to their tried-and-true strategies and putting the finishing touches on their fourth-quarter promotions, merchandising, loss prevention, customer experience, and labor planning; but there’s more to consider as they move forward.

Here’s what retailers should keep in mind:

Timing can significantly influence the shape of the holiday rush. With Christmas falling on a Monday this year, the 2023 “holiday season” will be somewhat shifted toward the end of the calendar. Super Saturday—the last Saturday before the Christmas holiday—is traditionally among the season’s busiest days and will fall just days before the holiday (Dec. 23).

As such, stores may see a bigger-than-average rush on that day as shoppers seek to complete their holiday shopping under the wire. Veterans’ Day (Nov. 11) is also of note this year, as it falls on a Saturday. When this has happened in the past, in-store traffic has rivaled some of the top days within the more traditional holiday period. Retailers may also want to note other days that are likely to bring increased traffic, like Black Friday, Dec. 16 (the third Saturday in Dec.), and Dec. 22 (the Friday before Christmas) in the U.S.

Other factors—like the weather, the region, and global events—can also affect traffic. Retailers may want to review their own historical data alongside various datasets to see if any patterns emerge that can help them create plans for severe weather and other events.

It’s no secret that online shopping is available to the masses, but most customers still opt to go in-store—especially around the holidays. Last year, Sensormatic Solutions Holiday Consumer Sentiment survey found that 51% of consumers planned to shop for holiday gifts in brick-and-mortar locations.

That means they’re not just looking to get a product; they’re looking for an experience that only in-person shopping can offer. Whether it’s the immediacy of having the item when they leave the store, the ability to interact with their choices, or simply the joy of browsing, today’s consumers don’t view shopping as an errand. Those who head into stores do so because they want to, but it’s up to retailers to continuously remind them of that fact by investing in customer experience improvements ahead of the holidays.

Along those lines, omnichannel programs will be critical this year as they can help not only improve customer experiences but contribute to more transparency within operations. Giving customers comprehensive access to inventory information can help reduce unnecessary trips, ensure buy online; pickup in store (BOPIS) orders are ready before customers arrive, and help associates keep track of these increasingly complex programs.

Of course, having access to end-to-end insight into merchandise’s movement throughout the supply chain is critical to these efforts. Retailers may want to review their current RFID tagging programs to ensure they are robust enough to meet this growing demand.

As they have in years past, promotions will play a huge role in retailers’ performance this holiday season. Economic concerns will likely influence shoppers’ decisions come the winter, but their impact might not be as significant as retailers expect. A recent PwC survey revealed that shoppers are expecting inflation to impact their spending through the end of the year—and they’re already planning for it. That means that, even with 69% of global consumers saying they’re holding back on non-essentials, retailers may not see a big hit to their revenues.

Instead, many shoppers will simply be more discerning in their choices, waiting for the absolute best deal before making a purchase. Retailers with access to detailed shopper data can use it to tailor promotions to their customers so promotions align with consumers’ needs without undercutting profits.

The holiday season still holds many opportunities for brick-and-mortar retailers. From the chance to remind shoppers about the joys of heading into stores to the opportunity to try new strategies, digital tools, and processes that support continual improvement, retailers that go all-in on the holidays have plenty to gain.

Retailers’ existing analytics suites can be mined for localized holiday shopping trends at the enterprise, regional, or even store levels, helping to drive successful campaigns that speak to each company’s customers. When considered alongside market analytics, these tools can help retailers effectively monitor not only their operations but evaluate the efficacy of the strategies in place, guiding more satisfying, convenient, and cost-efficient models during the holiday rush and in the new year.