PPN #018: The Q4 Retail Strategy Most Brands Miss

Let's talk about something that's causing a lot of anxiety right now: buyers ghosting you👻 (worse than your situationship…).

October through December feels like retail's dead zone. It’s the holidays, buyers are focused on last holiday buying and finally chilling the heck out until the new year. For brands with products they want to get on retail shelves, it can be most frustrating: Buyers aren't responding, meetings aren't happening, and it feels like everything's on pause. 

But here's what most brands get wrong: They see this as downtime for retail sales, when it's actually your secret weapon for crushing it in Q1.

Here’s how to use this quiet period to your advantage...

Why Buyers Ghost in Q4

First, let's understand what's really happening. Retail buyers aren't ignoring you—they're:

• Managing holiday execution in stores

• Finalizing post-holiday reset plans

• Planning category reviews for Q1

• Preparing annual business reviews

• Taking PTO (they're human too!)

(Quick note: If you're a holiday product, while July is typically prime holiday buying season, there's still opportunity for last-minute pitches, especially for Christmas and New Year’s right now. Many retailers keep a small open-to-buy for trending holiday items, especially independent retail stores and especially on Faire.)

The Golden Window

January-March is the golden window for retail sales. Why?

• Buyers are refreshed after the holidays

• Many categories go through resets

• New year = new product opportunities

• It’s the lead up to Expo West

But here's the thing: You can't wait until January to start preparing. The brands that win in Q1 are the ones that used the rest of Q4 strategically.

Your Q4 Pitch Refinement Playbook

Let's break down exactly how to use these next few months to craft a pitch that gets you on-shelf next year:

1. Nail Your Product-Shelf Fit

The Goal: Be able to prove, without a doubt, that your product belongs on shelf and will sell through.

Action Items: 

1) Gather concrete proof of product-market fit

• Get to 50+ verified customer reviews with 4.5+ stars

• Track and document your repurchase rate (aim for 40%+)

• Screenshot unprompted social media mentions

• Collect customer testimonials specifically mentioning store purchases

2) Become a category expert:

• Visit 5+ retailers and take shelf photos of your category

• Create a detailed spreadsheet of competitor pricing

• Map out all packaging types in your category

• Document ingredient claims and certifications

• Note shelf placement patterns

3) Build your category story:

• Create a 1-page visual showing exactly where you fit

• Map price gaps in the category

• Identify missing customer segments

• Note trending ingredients or claims missing from shelf

2. Know Your Replace-and-Add Value

The Goal: Show buyers exactly how you'll make them more money.

Action Items:

1) Identify replacement targets:

• Look for products with poor shelf placement (bottom left, I see you 👀 )

• Note items that look dusty or out of stock

• Track items frequently on clearance or on promo

• Look for the single SKU items

• Monitor social media for customer complaints about competitors

2) Calculate your category value-add:

• Price per oz comparison chart

• Margin analysis vs category average

• Velocity potential based on DTC data

• Customer demographic expansion potential

3) Build your category gap analysis:

• Document missing price points

• Identify underserved customer segments

• Note missing packaging sizes

• Map trending ingredients not yet on shelf

3. Build Your Proof Package

The Goal: Create an undeniable case for your brand—without needing chain retail data. (Psst.. we call this The Retail Resume ™: Show Credibility, Capability, and Cash Potential to the buyer)

Action Items:

1) Craft your founder story:

• Connect it directly to a category problem

• Make it memorable in 2-3 sentences

• Include proof points of your expertise

• Tie it to current market trends and key differentiators

2) Package your DTC & retail metrics:

• Month-over-month growth percentage

• LTV and AOV, customer retention rates, and CAC

• Velocity reports

• Current distribution

3) Compile your social proof:

• Press features (with logos)

• Industry awards

• Influencer and brand partnerships

• Expert endorsements

• Notable wholesale accounts

The Bottom Line

October-December isn't retail's dead zone—it's your preparation zone. 

Use this time strategically to:

1. Perfect your retail positioning
2. Build your pitch strategy
3. Create compelling sales materials
4. Map your retail growth plan
5. Get buyer-ready for January

Remember: The best pitches aren't just about your product—they're about proving you understand the category and can help the buyer win. 🎯

Want to make 2025 your breakthrough retail year?

At Product & Prosper, we're selecting 3 brands to work with over the next 3 months to get absolutely retail-ready for Q1. 

We'll work together to execute everything in this newsletter (and more) through our collaborative consulting model—executing alongside you as an extension of your team.

If you're ready to make 2025 your year for retail success, let's chat.

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