Supply Chain Now The Buzz: Insights on Holiday Consumer Behavior
Nov 14, 2025
Chris Butler, CEO of National Tree Company, shares his two decades of expertise in consumer products and e-commerce. He discusses how tariffs and inflation impact pricing and inventory availability, revealing China's role in supply chain shifts. Chris also explores consumer demand uncertainty, the trend of 'smearing' holiday sales throughout the year, and the importance of fast delivery and customer experience. With insights into innovative products and planning for the holiday rush, he highlights the need for flexibility and responsiveness in supply chains.
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Peak Season Ramps Exponentially
- Chris describes the rapid ramp of sales from early November through Thanksgiving weekend as exponential.
- He says peak season feels like "all hell breaks loose" and then shifts again after December 15th when carriers stop guarantees.
Large Seasonal Items Move Online
- About 30% of Christmas trees are bought online while most buyers still want to see and touch products.
- Chris Butler notes online buying helps with size and convenience for larger trees.
Tariff Shock Halted Seasonal Production
- Tariff shocks in 2025 caused near-total production stoppages in China for Christmas decor and forced rapid supplier reconfiguration.
- Chris Butler says moving some manufacturing out of China earlier improved flexibility but supply tightened and costs rose slightly.