From last-minute rush to systematic planning

What once felt like a frantic holiday scramble has gradually transformed into a coordinated operation at DHL. The company reports heading into the busiest time of year with planning and confidence instead of the panic that used to define peak season.

How improved forecasting reshaped operations

Retailers now rely on more advanced forecasting tools, which gives logistics partners a clearer view of upcoming demand. Precise promo timing and earlier inventory positioning let both retailers and carriers anticipate volume spikes and adapt resources ahead of time.

Kraig Foreman’s perspective on the change

Kraig Foreman, who leads DHL’s e-commerce solutions and has spent nearly three decades with the company, emphasizes that the industry no longer behaves the same way it once did. He points to measurable shifts in how retailers and logistics providers plan and execute around the holidays.

"It’s not as much of an emotional roller coaster as it once was,"

Foreman uses that description to underline the contrast between past seasons and the current, more disciplined approach.

Year-round preparation and a January kickoff

DHL begins preparing for the holiday peak as early as January. The company maintains dedicated teams that work throughout the year to ensure they have the right staffing, equipment and technology in place when volumes rise.

• Staffing plans to match projected volume
• Equipment procurement and deployment
• Analytics to refine forecasts and capacity planning
• Robotics integration and maintenance

Rapid growth in robotics and technology adoption

Significant expansion in robotics has helped reduce manual bottlenecks and increase throughput. DHL points to the rapid adoption of automation as a key factor that allows operations to scale more predictably during peak periods.

Peak season stretching beyond Black Friday

Peak shopping has broadened as many brands launch earlier promotions to capture sales ahead of the traditional holiday surge. Those early events siphon off some volume that would otherwise concentrate on Black Friday and Cyber Monday.

Consumers still concentrate a large share of purchases around Black Friday and Cyber Monday, but the expansion of early sales helps smooth demand and relieve some pressure on carriers and fulfillment networks.

Operational readiness replaces panic

Combined, better forecasting, longer lead times for inventory, year-round staffing and the rapid growth of robotics mean DHL approaches the 2025 peak season with a focus on execution rather than crisis management. The company expects that methodical preparation will keep operations steady during the busiest months.