2025 PEAK SEASON PLAYBOOK
Noibu's holiday readiness report
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Why this report matters in 2025
- Holiday 2025 is longer and tougher than ever: BFCM is now an 8-week revenue marathon
- Just one minute of downtime during peak can cost retailers $16k+ in lost sales.
- Hidden site friction can be deadly: $1.47B in revenue risked in 90 days across 450 sites
- Customers are unforgiving: 77% won't return after hitting a glitch
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“Normally, optimization and technical debt sit behind new feature requests, but going into peak the priority shifts. A performance-first mindset makes a bigger impact on sales than any late-breaking feature. Proactive preparation beats firefighting every time.”
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“We don’t do a true code freeze anymore. Instead, we start a smart freeze two weeks before BFCM — no risky changes, but we remain able to support last-minute pivots. This is our Superbowl — being willing to take calculated risks with small enhancements can pay off big time.”
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“The alignment of errors with profit has been a game-changer. Knowing which errors result in revenue loss and whether they warrant a hotfix has been exceptionally valuable.”
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“The best outcome on Black Friday isn’t fireworks — it’s nothing breaking while sales soar. That’s the payoff of rigorous preparation.”
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Be ready before the holiday surge hits
Every second counts. Every point of friction costs. This Playbook equips ecommerce leaders with the data, insights, and tools needed to protect revenue in Q4 2025.
Holiday by the numbers
Cyber Monday 2024 hit $13.3B in sales. Black Friday saw $10.8B online. Holiday 2025 will be even bigger, faster, and more competitive.
The cost of friction
Downtime makes headlines, but hidden friction drains revenue. Noibu’s analysis shows ecommerce brands risked $1.47B in just 90 days from errors in checkout, payments, and product pages.
How top brands win Q4
Leading brands share their peak readiness strategies. From smart code freezes to holiday war rooms, these leaders show how preparation turns into revenue protection.
Tools you can use today
Inside you’ll find Noibu’s Holiday Readiness Checklist, plus performance benchmarks to measure your site against the best. Walk into Q4 with confidence this year.