How Peak Technology Positions Wholesalers For Success

February 17, 2026 • 7 minute read
Author: Phyllis Jackson, Senior Manager, US Marketing, UPS

Key Points

• The most successful wholesalers shape peak season with smart planning and the flexibility to adapt as demand shifts.
• Real-time data and integrated technology can help keep operations moving smoothly.
• Collaboration and communication up and down the supply chain are the best ways to get ahead of challenges and find new opportunities.

Peak Season Planning in an Ever-Changing Environment

The rules of peak season are always changing. Today, the most successful planners dig deeper — using real data, early collaboration and close partnerships to plan for whatever comes next. As demand cycles get shorter and disruptions become the new normal, flexibility and communication can make the most of your busiest months.

Charles Cawthorn, Strategic Lead, UPS, shares how wholesalers can rethink peak planning, improve supplier relationships and turn the use of technology into a competitive edge.

What’s the Most Important Thing for Wholesalers to Remember When Planning for Their First Peak Season?

“Remember you’re not operating in a vacuum. Every business, including your competitors, is planning its own peak rush — so you need to partner with your carrier early and communicate clearly about your needs. Share your forecasts and collaborate on pickup plans that support both your volume outlook and the carrier’s ability to deliver. Early, open communication with your carrier really helps make that relationship work.”

When Should Wholesalers Start Planning for Peak?

“As early as possible. I can’t stress this enough: There’s really no such thing as too early. Every year brings new curveballs. Maybe it’s tariffs, supply chain shifts or changing retailer schedules. The best thing you can do is get your carrier in the loop early. Start by sharing your pickup needs and forecasts and work through each phase of peak season in advance.”

What Separates the Best Peak Planners From the Rest?

“It’s easy to fall into the trap of relying on last year’s numbers. But the best planners dig deeper. They look at more robust data sets and benchmark their current processes. They note what’s changed, not just what worked. Too many companies assume the same equipment and space allocations will be available, but each season is different.”

What’s the Most Overlooked Detail in Peak Planning?

“Assuming that your arrangements will have the same accommodations throughout your upcoming peak season without any discussion or confirmation from your carrier. Collaboration and two-way communication can really help you keep up.”

What Does a Successful Peak Season Look Like? What Are the Red Flags?

“A good peak means orders are fulfilled on time, the dock or warehouse isn’t backed up, and morale is steady. Trouble starts to show when staging areas experience bottlenecks or teams feel stretched thin even after the weekend reset. If Mondays feel overwhelming, if you’re missing retailer commitments or if you’re rushing to expedite more orders than usual, those are warning signs.”

How Can Wholesalers Improve Inventory Management Ahead of Peak?

“It really comes down to communication and data. Don’t just base volume forecasts on last year’s numbers. You’ll want to collaborate with your retailers and carriers using real-time data and checking if your sales activity matches inventory. Also, fix issues from previous peaks. It’s best to learn from the past and make changes for the next round.”

How Do Supplier Relationships Impact Peak Season Success?

“Trust is everything. If commitments are broken, it can harm your relationship with retailers. That’s true of any season. Meeting your promises at crunch time is what matters most.”

What UPS Tools or Solutions Help Wholesalers Prepare for Peak?

“UPS brings more than just trucks and drivers. We act as an industrial engineering company for our customers. We measure everything, and we’ve built up a lot of expertise in process assessment and benchmarking. Our solutions group steps in to help wholesalers in this way – to analyze their fulfillment process and see how they stack up.

That’s where technology comes in. Instead of just selling a piece of software, we take a holistic look at your operation and identify where improvements will make a difference. Specific solutions vary by business needs. Our teams can work with each customer to assess, recommend and implement what will actually drive results.”

How Do You Turn Those Insights Into Action?

“Our tracking and visibility tools get you real-time data on where your shipments are, so you always know what’s moving, what’s arrived and where bottlenecks might form. Our dashboards can integrate with your inventory systems, helping you manage orders, track inventory and plan pickups without jumping between platforms.

Beyond tech, it starts with process assessment. It’s not just about buying the latest software but building a plan that fits your business. Think of it as making smart investments, not just big ones.”

How Can Wholesalers Use Sales and Shipping Data to Forecast Demand More Accurately?

“Look at inventory, sales and transit data in real time — not just historical averages. Build contingency plans for things like weather disruptions. Sometimes a simple change, like scheduling pickups on Saturdays, can make a big difference in delivery speed and costs.”

What Makes the returns Process Effective During Peak?

“Make it easy and flexible. Online return portals can save time and get inventory back faster. Always check customer feedback and adjust your process to meet their needs. A clunky returns process is a fast way to lose retailer trust.

Returns are another area where tech can be a real differentiator. With UPS, you can set up digital returns portals that allow your retailers to process returns online — often outside normal business hours — which helps products get back on the shelves faster. This level of automation and self-service is about speed, but it also reduces manual errors and can help take pressure off customer service teams.”

If You Could Give Wholesalers One Piece of Advice for 2025, What Would It Be?

“Be open to change and keep the conversation going. What worked last year might not work again. Collaboration and communication up and down the supply chain are the best ways to get ahead of challenges and find new opportunities. And be sure to start early.”

Individual results and options will vary. UPS makes no promises of any specific outcome in this document but instead provides only example outcomes based on certain UPS customer experiences.