Back to blog · Company news · 2026-10-08

The Wholesale Buying Calendar: When to Order for Christmas, Valentine's & Every Peak

A buyer we worked with last October told us her Christmas plan was to order in November. Her supplier quoted a January delivery, and she spent the peak season with empty shelves. The mistake was not the product — it was the calendar.

Wholesale runs one quarter ahead of retail, and the rhythm never really changes. August through October is when Christmas stock actually gets ordered — it is the biggest retail window of the year, and freight in November is the most expensive of the year. December and January belong to Valentine's Day, the single biggest jewellery peak, because buyers want the range in the shop by early February. February and March cover Mother's Day. March and April feed Ramadan and Eid, a gifting season many Western suppliers ignore entirely. May and June are for summer travel and festival accessories.

Working the calendar is not complicated: order 60 to 90 days ahead so production, sea freight and customs never eat into the selling window; top up several categories in one mixed carton instead of paying for half-empty boxes; and keep your evergreen best-sellers on a rolling reorder so a busy season never finds you out of stock.

AGJewel keeps seasonal buying low-risk on purpose: MOQ from 10–100 pcs per item, lead times of 7–20 days, everything shipped in one carton, and free samples so you can test a seasonal design before committing volume. Tell us your seasonal plan and we will build a trial order around it.