For cross-border sellers, the Black Friday and Cyber Monday (BFCM) period is not only a crucial milestone for boosting year-end sales, but also a comprehensive test of their capabilities in product selection, inventory management, logistics, and after-sales service.

According to the latest projections from Bain & Company, retail sales in the U.S. during the five-day shopping period from Black Friday through Cyber Monday in 2026 are expected to exceed $85 billion—an 8.75% year-over-year increase. This growth rate is nearly double the 4.5% growth projected for the entire holiday shopping season.

Consumer enthusiasm is also on the rise: 70% of respondents plan to shop during Black Friday and Cyber Monday, up from 64% in 2025; meanwhile, over 90% of respondents intend to participate in Black Friday, Cyber Monday, or other major holiday promotional events.

This indicates that significant market opportunities still exist within these year-end mega-sales. However, for sellers, a growing market does not automatically guarantee an increase in their own orders. To truly capitalize on the peak season, sellers must not only prepare effectively for the promotions themselves but also ensure robust order fulfillment and after-sales support.

With the Black Friday and Cyber Monday season approaching, how can cross-border sellers secure more orders?

During these major sales events, consumer purchasing intent becomes more concentrated, and platforms see a surge in both traffic and promotional activity. Sellers must go beyond simply lowering prices; they need to proactively manage several key operational areas.

First, ensure that product selection and inventory levels align with demand. Sellers should analyze historical sales data, recent product performance, and the specific needs of their target markets to identify key items for promotion, while verifying inventory well in advance. For products expected to see a spike in sales, it is essential to maintain an optimal inventory buffer—avoiding stockouts when traffic arrives, while also preventing overstocking that could lead to future inventory pressure.

Second, strike a balance between promotional appeal and profitability. A larger discount is not always better. Sellers must carefully factor in procurement costs, platform commissions, advertising spend, logistics fees, and after-sales expenses before determining the depth of their discounts. Furthermore, product listings—including images, specifications, dimensions, and feature descriptions—should be as accurate as possible to minimize the risk of customers placing orders based on misunderstandings, only to be disappointed upon receiving the product.

Finally, evaluate and verify your order fulfillment capabilities well in advance. During major promotional events, a surge in orders can place significant strain on warehouse outbound operations, logistics turnaround times, and customer service responsiveness. Sellers should proactively verify inventory levels, shipping arrangements, and protocols for handling exceptional orders—ensuring that backend operations can keep pace with the success of frontend promotions.

Ultimately, preparing for a major sale isn’t about reacting on the fly once the event begins; it’s about carefully planning ahead to ensure you have the capacity to handle the influx of orders.

As order volume grows, after-sales support and returns cannot be overlooked.

Major promotional events bring more than just sales opportunities; they also lead to an increase in order fulfillment and after-sales requirements.

In categories like apparel, footwear, and home goods, in particular, consumers may request returns due to issues such as incorrect sizing, discrepancies between the product and their expectations, or defects. When orders are concentrated within a short period, sellers must consider in advance: Who will receive the returned items? How will the condition of these items be assessed? Can they be resold?

Without local return-handling capabilities, returned goods may sit unprocessed for long periods. Even if a product is in good condition, a delay in processing could mean missing the window to restock and resell it.

Therefore, sellers should incorporate return processes into their peak-season planning. For the U.S. market, establishing a local return address and a clear handling strategy ensures that returned items can be inspected, categorized, and processed much more efficiently.

For instance, U-Speed’s US return warehouse offers services such as local return receipt, quality inspection, photographic feedback, repair and refurbishment, repacking, and relabeling. For eligible items, sellers can even arrange for resale, helping to recover some of the product's value.

This is not just about managing returns; it is an essential component of a robust after-sales experience. The quality and timeliness of after-sales support significantly influence a consumer’s overall perception of a store. By planning these aspects in advance, sellers can navigate the peak season with greater ease and confidence.

As the countdown to major sales begins, here are a few things sellers should check:

- Is your inventory sufficient? Verify inventory levels, restock timelines, and stock preparation for your key promoted products.

- Are your product pages clear? Review images, dimensions, specifications, and feature descriptions to minimize any potential consumer confusion.

- Can your fulfillment and customer service teams keep up? Confirm arrangements for warehousing, logistics, and customer support in advance to prevent processing delays during spikes in order volume.

- Is your return process well-defined? Establish a U.S. return address, procedures for receiving returned items, quality inspection standards, and a plan for handling returned inventory.

While these preparations may seem straightforward, they are directly linked to operational efficiency during major promotional events. Sellers who already have a steady volume of orders in the U.S. market, in particular, should view sales, fulfillment, and after-sales service as an integrated business chain—rather than focusing solely on sales revenue generated during the promotion.

The 2026 Black Friday and Cyber Monday period in the U.S. is expected to see even more concentrated consumer demand; however, the extent to which these opportunities translate into actual profit will ultimately depend on a seller’s overall operational capabilities.

Ensuring adequate stock, executing effective promotions, guaranteeing smooth fulfillment, and establishing a robust system for handling returns are all essential for a comprehensive peak-season strategy. After all, thorough preparation for the peak season goes beyond just figuring out how to sell your products—it requires careful planning for every step that follows a sale.