Golden Quarter: how retail and hospitality merchants can maximise peak sales season  

As we approach the busiest time of the year, discover practical ways businesses can optimise payments, boost customer loyalty and prevent fraud to thrive this peak season.

Read time: 5 mins  Added: 12/09/25

Why the Golden Quarter matters for UK businesses

The final stretch of the year – October to December– is known as the Golden Quarter for a reason. With Halloween, Black Friday, Cyber Monday, and Christmas all packed into three months, it’s the most lucrative time of year for UK retail and hospitality businesses. 

But with bigger spending comes greater expectations. Customers want seamless service, fast checkouts, and memorable experiences. The businesses that thrive aren’t the ones scrambling in November – they’re the ones that use September to sharpen operations, train teams, and stress-test their payment systems. 

So if you’re wondering whether it’s too early to plan for peak season, it’s not. Now’s the time to get ahead – and here’s how. 

Is your payment system ready for peak sales? 

There’s nothing worse than a busy day derailed by an avoidable card machine issue, or a payment page that freezes just as someone’s ready to buy. Use this quieter stretch in September to give everything a once-over. 

Check that all your terminals – whether they are on the counter, mobile, or in a pop-up space – are working as they should be. If you’re selling online, make sure your payment plugins are up to date and your checkout runs smoothly. It’s also worth reviewing the types of payments you accept – offer a variety of options so you don’t miss a sale. 

If it’s been a while since you last upgraded your set-up, it’s worth chatting to your payment provider now about faster or more flexible options. People will be ready to buy, so make it easy for them. Smooth payments mean shorter queues, fewer abandoned baskets, and happier customers – especially when things get busy. At Lloyds Merchant Services our team’s on hand to give guidance about this.

Unlock insights from last year’s sales data 

Your sales data from last year is a gold mine, so don’t ignore it. Take some time to look at what worked well and where things could have gone better.  

Did certain products fly off the shelf? Was there a spike in bookings or footfall at specific times? Did customers get stuck at checkout, or abandon their basket? If so, why? This kind of insight can help you make smarter decisions this time around – from how much stock to order, to how many staff you’ll need on a given day. 

Then, once the Golden Quarter arrives, keep a close eye on sales data and customer feedback, so you can adapt your strategies based on what’s working and what isn't. 

Empower your team: training for payments, fraud and service

Making sure staff understand any new features in your Point of Sale (POS) or payments system will help keep checkout moving when peak time hits.  

If you noticed issues like fraud attempts or system slowdowns last year, now’s the time to strengthen your safeguards. Even if last year was fine, with fraud on the rise, it pays to make sure everyone knows what to look out for. 

Whether they’re behind the till, working on the floor, or managing online orders, your staff are your first line of defence during high-volume periods. Use September to run quick focussed sessions on how to handle declined payments or refund requests. Show them how to spot unusual transactions or potential scams.  

Staff are also the face of your business. Look at training opportunities to help them deliver exceptional customer service – especially at peak times. Customers expect it - and a great experience can generate repeat business from people who are buying from you for the first time. 

Stay secure: your Golden Quarter fraud prevention checklist 

Here are some key areas to think about when it comes to fraud prevention, as you prepare for peak season sales: 

  • Train staff to spot unusual transactions and scams 
  • Secure supervisor cards and terminal access codes 
  • Use Chip & Pin or contactless to reduce chargeback risk 
  • Don’t dispatch goods until identity and address are verified 
  • Watch for distraction techniques at the point of sale 
  • Run quick sessions on handling declined payments and refunds 
  • Keep devices updated and plugins current 
  • Review fraud trends and update safeguards accordingly. 

You’ll find more tips about protecting your business against fraud on our website. 

 

Plan promotions that drive traffic and loyalty 

September is also a great time to think about your marketing ideas and offers. During the busy shopping period, customers will often visit businesses they haven’t bought from before. If that’s your business, you’ll want to welcome them with open arms and keep them coming back for more. Have you thought about setting up a loyalty programme? POS systems can play a powerful role in supporting customer loyalty programs by integrating features that track, reward, and encourage repeat business. 

Now’s also the time to sketch out your key campaign dates and decide where you’ll provide discounts and offers. Maybe bundles or special experiences. Plan how you’ll use social media platforms to engage with customers, promote your products, and announce special deals or events to help drive traffic to your store or website. 

You’ll also want to loop in your payment provider if you’re expecting a spike in volume during special offers – they may have tips or tools to help keep things running smoothly. 

Boost revenue with gift cards and vouchers  

Gift cards can be a quiet revenue-booster, especially in hospitality where people love to gift experiences, meals or stays. Retailers can benefit too, particularly when options are easy to redeem and flexible. According to the State of the Nation Report 2024  by the Gift Card & Vouchers Association (GCVA), 68% of respondents who redeemed their gift cards in the past 12 months ended up spending more than the card’s value1. 

Not only do gift cards help you drive more sales – especially last-minute sales – they also extend your brand into people’s wallets and Christmas stockings. 

Make September count: set the stage for seasonal success

Once the Golden Quarter kicks off, you’ll be busy enough just keeping up. That’s why September matters – it’s your chance to take a breath and set your business up for success before the pressure hits. From fine-tuning your payments to empowering your team, the work you do now lays the foundation for a smoother, more profitable peak season. 

If it’s been a while since you reviewed your payment setup, now’s the time. At Lloyds, we’re here to help you explore faster, more flexible payment options that keep up with how people want to pay.

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1 Gift Cards Lead to Even More Consumer Spending - PaymentsJournal