It is supply chain and logistics professionals that keep the magic alive at this time of year, SAPICS asserts. “Christmas and the broader holiday period represent the most intense annual peak for supply chains worldwide. Demand surges dramatically across categories ranging from toys and electronics to food, beverages and apparel. Retailers depend on accurate forecasting and demand planning – enabled by skilled supply chain managers. Logistics providers work around the clock and manufacturers operate at maximum capacity to deliver seasonal joy on schedule.”

Supply chain challenges abound during the festive season, SAPICS notes. These include compressed delivery windows driven by last-minute ordering. There are often labour challenges and seasonal staffing must fill critical gaps. Astute supply chain professionals have been gearing up for the festive season for many months. Manufacturers begin producing seasonal goods months ahead of time, ensuring that popular items are ready to hit the shelves. Retailers work closely with suppliers to forecast demand accurately, using historical data and current market trends to stock up on the right products in the right quantities. 

In addition to demand shifts and peaks during the holiday season, shipping and delivery timelines also become more compressed as consumers expect even faster fulfilment, especially for last-minute purchases. This demand leads to higher reliance on expedited shipping methods and real-time tracking technologies. On the transportation side, supply chains become faster and more flexible. Logistics companies may expand their fleets, hire seasonal drivers and extend delivery hours to ensure packages arrive on time. Beyond physical goods, the season often introduces complex reverse logistics as gift returns and exchanges spike.

Warehousing also becomes more strategic during the holidays. To keep up with demand, companies may lease additional storage facilities or shift inventory closer to key markets. This reduces the time it takes to get products to customers and allows for quicker restocking of retail locations. Many warehouses also increase staff and invest in automation technologies, such as conveyor systems or robotic pickers, to handle the surge in activity efficiently.  

Supply chain managers are the critical link between all of these components, SAPICS states. Their proactive work minimises the risk of running out of high-demand items during the busiest shopping weeks of the year. In South Africa, their festive season challenges are compounded by additional problems, like port congestion and poor infrastructure. 

Skilled, suitably qualified supply chain professionals will have contingency plans and risk management strategies, SAPICS states. “They will also be able to leverage technology – like artificial intelligence (AI), which is driving innovation, enhancing forecasting accuracy and improving supply chain processes across industries. They will be equipped to collaborate, recognising that transparency between role players is key to ensuring supply chain success in today’s volatile and complex business environment.

“South African supply chain professionals who keep goods moving against some of the world’s toughest operational constraints are the true heroes of the festive season,” SAPICS asserts. But the organisation notes that this busy season also serves as a real-world stress test that distinguishes truly strong and agile supply chains (and the skilled managers behind them) from those that only work under normal conditions.

“Missing skills can slow down or stop the flow in a supply chain, turning into a bottleneck, stock outs and delivery delays. During the festive season, when customer expectations are high, this can make or break a business.

“Education is key to ensuring that supply chain professionals are equipped to deal with the increasing complexities of supply chain management and with rapid advances in technology,” the organisation stresses. SAPICS has been working to elevate, educate and empower supply chain professionals in South Africa and across the continent since 1966. It provides Southern African supply chain practitioners with access to a range of internationally recognised certifications as well as high quality, impactful short courses. The annual SAPICS Conference is Africa’s leading event for the supply chain profession. Now in its 48th year, this important gathering takes place in Cape Town from 19 to 21 July 2026. It offers vital learning, networking and knowledge sharing opportunities for everyone involved in all the diverse aspects of supply chain management. Because the supply chain profession is dynamic and always evolving, it is essential for practitioners to keep updating and expanding their skills and knowledge, SAPICS concludes.