Online sellers have already started their fourth quarter, andretailers are locking promotion timing, AI visibility and fulfillment plans nowrather than in October. The goal is simple: spread demand across more weeks so the operational crunch never peaks all at once. Brands including Bero, POLYWOOD, Povison and Draco Diamond are among those already deep in planning. August is the last stretch where you can still change your inventory, creative and shipping commitments without paying a premium for the privilege. 6% Share of holiday ecommerce from mobile About 57% Black Friday November 27 Cyber Monday November 30 Modest growth means share has to come from execution rather than a rising tide.