December 26 shifts the entire customer experience landscape. It is the beginning of retention season, not the cooldown after it.
Retail teams invest enormous energy into preparing for December 25. Yet the challenges that follow often matter more. The day after Christmas brings a different type of demand that many brands do not prepare for.
Support volume surges on December 26. Customers no longer ask about gifting or delivery windows. They reach out because something needs fixing and they want answers fast.
- “How do I return this?”
- “Can I exchange it for another size?”
- “My order hasn’t arrived.”
- “This product is broken. What now?”
The interactions immediately following Christmas influence long term loyalty because customers are dealing with issues that feel personal and time sensitive.
The Hidden Surge: Returns, Questions, and Pressure
Post holiday returns rise sharply each year, and the financial impact is significant according to industry research. Customers look for fast, simple ways to resolve problems according to a study from National Retail Federation
From December 26 through the first week of January, several trends become clear:
- Retailers receive more order-related questions than they did during Black Friday
- Customers message from multiple channels simultaneously
- The tone of the communication becomes more emotional and urgent
Customers will reply to a promotional email, then DM your brand on Instagram, then comment on a post. Their goal is simple: to get a fast, clear response.
Why Most Brands Miss the Moment
By the time December 26 arrives, most service teams are operating on limited bandwidth. That dip in capacity makes the spike in complexity harder to manage.
Those conditions lead to several predictable CX failures:
- Messages are scattered across too many platforms
- Agents ask customers to repeat information they already gave
- Resolution times slow down and frustration builds
Customers remember how your brand made them feel when something went wrong. That memory sticks longer than the product.
The Cost of Poor Post-Holiday Service
According to Business Insider, mishandling post-holiday returns leads to long-term damage in customer perception.
When the return process slows or becomes confusing:
- Customers are less likely to shop with that brand again
- Negative word-of-mouth increases through social and reviews
- Refund requests increase as trust declines
One difficult return experience can override months of positive engagement and marketing.
What Smart Retailers Do Differently
The most prepared retailers treat December 26 like an operational milestone. They plan for it the same way they plan major campaigns.
1. Bring customer messages from all channels into one place
Every message from every channel goes into one inbox. Whether the customer reaches out by chat, Instagram, WhatsApp, or email, it all routes to the same support dashboard.
2. Let AI resolve straightforward questions early
AI tools can immediately respond to:
- Return policy questions
- Order tracking requests
- Exchange instructions
- Size or color availability
This keeps the queue moving and lets human agents focus on more complex or emotional requests.
3. Provide agents with complete customer context at the moment they take over
When a person takes over a case, they can see:
- What the customer purchased
- When it was shipped
- Which channel they first used to reach out
- Any previous conversations
That context avoids repetition and builds trust.
4. Offer proactive guidance before customers need to ask for help
Before the rush hits, leading brands send a message on December 25 or 26. It gives customers a clear path to start a return or exchange. That step reduces inbound volume and lowers frustration.
5. Treat returns as a chance to strengthen the relationship
Returns don’t have to be the end of the relationship. They can be a chance to reinforce brand values.
Examples:
- Offer credit with a bonus instead of a refund
- Recommend an alternative product
- Provide helpful resources on how to use or wear the product
Customers who feel supported during a return are more likely to buy again.
What to Track to Measure Success
To evaluate how effectively your team handles the post holiday surge, monitor these indicators:
- First response time between December 26 and January 5
- Resolution rate for return or exchange inquiries
- Customer satisfaction scores from post-holiday support
- Repeat purchase rate for customers who completed a return
- Percentage of requests handled by AI vs human agents
Together, these metrics reveal whether your systems support customers under pressure or whether gaps remain.
Final Thought: December 26 Is the First Step Toward Loyalty
Many brands view December 25 as the finish line. Strong CX teams see it as the transition point into loyalty building.
Customer loyalty is shaped most when customers face friction. Speed, clarity, and reassurance matter greatly in the final week of the year.
Brands that respond effectively on December 26 do more than solve issues. They confirm to customers that the relationship is worth continuing.
