Store Checklist: Everything That Needs to Be Ready Before September 18th

It's not glamorous, but it's what works

September campaigns are won or lost in the preparation. I've seen stores with incredible products lose sales because their checkout banner was still showing the June campaign. Or because their emails were scheduled with the wrong link. Or because they ran out of their hero product on day two.

This checklist comes from what we review with every store we work with before September. There's nothing sophisticated about it -- it's organized common sense. But you'd be surprised how many stores skip half of it.

Inventory and products

• Stock confirmed with suppliers. Don't assume what you ordered will arrive. Get written confirmation of delivery dates and quantities.
• Safety stock calculated. Take your September sales from last year, add 20%, and make sure you have that covered. If this is your first September, estimate based on your best month and multiply by 1.5.
• Campaign products defined. Don't put your entire store on sale. Choose 5-10 products or bundles that will be the stars of the campaign.
• Product listings updated. Sharp photos, clear descriptions, correct prices. If the product works as a gift, mention it in the description.
• Out-of-stock products hidden or marked. Nothing's worse than a customer who fills their cart only to discover at checkout that something's unavailable.

Online store

• Campaign landing page ready. A dedicated page for Fiestas Patrias -- Chile's national independence celebration on September 18-19 -- featuring your selected products. Simple, visual, with a clear call-to-action.
• Banners updated. Homepage, main categories, and checkout. If your store still shows "Winter Sale," change it today.
• Shipping cutoff date visible. On the homepage, on product pages, and at checkout. "Order before [date] to receive before the 18th."
• Checkout working. Place a test order. Literally. From your phone and from your computer. Verify that payment methods work, shipping costs calculate correctly, and the confirmation email actually arrives.
• Mobile. Over 60% of online purchases in Chile happen on phones. If your store looks bad on mobile, you're losing sales.

Email marketing

• Email sequence scheduled. At minimum three: campaign launch, mid-campaign reminder, and last day/urgency.
• Basic segmentation. At least separate existing customers from contacts who've never purchased. The messaging should be different.
• Email subject lines tested. The subject line determines whether people open or not. Skip "September Newsletter." Try something like "What we've got ready for this September 18th" or "Your September starts here."
• Links verified. Every link in every email must point where it's supposed to. Sounds obvious, but I've seen emails with broken links more times than I'd like to admit.

Social media

• Content scheduled. At least 3-4 posts for Instagram and/or TikTok during the campaign. Don't improvise on the day itself.
• Stories/Reels featuring products. Show products in real-life context, not just catalog photos. The table set for a celebration, the gift kit assembled, the product being used at a barbecue.
• Responses ready. If you're going to receive more messages than usual (and you will), have pre-written responses for the most common questions: stock availability, shipping, payment methods.

Logistics

• Cutoff dates coordinated with your courier. Confirm when the last pickup/shipping day before the 18th is.
• Packaging supplies stocked. Boxes, filler material, tape, bags. Order 30% more than you think you'll need.
• In-store pickup enabled (if applicable). It's your best tool for last-minute buyers.
• Post-Fiestas Patrias return policy published. Gifts sometimes get exchanged. Have a clear, visible policy on your site before the campaign starts, not after.

After-sales

• Follow-up email scheduled. Three days after delivery: "Did everything arrive okay?" Simple, human.
• Return/exchange process clear internally. If your team doesn't know how to process an exchange, September is going to be chaotic.

Print it out

This list doesn't work if you read it once. Print it, stick it next to your computer, and check items off as you go. If by September 14th everything is checked, you're going to have a smooth September. If not, at least you know exactly what's missing.