When Is the Best Purchasing Season for Fast Moving Consumer Goods in 2025?

The wrong purchasing season can ruin your entire supply plan—2025 is not the year to get it wrong.

Q2 of 2025 is the ideal time to purchase FMCG¹ due to stable freight rates², faster lead times³, and fewer market uncertainties.

It used to be safe to buy during the traditional third-quarter boom, but not anymore. With global trade policy instability, rising freight costs, and unpredictable shipping schedules, waiting could cost more than you think. Let’s break down what’s changed and why acting earlier in the year could make or break your margins.

Why has Q2 become the new peak purchasing window?

Waiting for Q3 can be a costly mistake as freight costs and shipping lead times⁴ spiral out of control.

Freight prices spike⁵, delays pile up, and stockouts become more frequent in Q3 and Q4. Q2 offers better stability and cost savings⁶.

Freight rates are climbing faster than demand

Let’s look at the data. From January to March 2025, shipping rates from Asia to North America⁷ increased by 22% compared to Q4 2024. Carriers are cutting sailings to control capacity. This is pushing more buyers into Q2 to lock in better freight contracts⁸ before Q3 congestion hits.

The table shows how waiting too long can impact both your cost and your ability to deliver on time. When I ordered bulk cleaning wipes for a North American distributor in Q3 last year, they missed their back-to-school campaign entirely due to customs congestion⁹ and container rollover. Lesson learned.

Market uncertainty favors early movers

With continued tensions over U.S. tariffs on Chinese goods, many FMCG buyers¹⁰ are hesitant. That hesitation often becomes inaction, and that’s when opportunities vanish. Most clients I talk to are worried about sudden trade policy changes or extra duties at the port.

But those who moved in Q2 2024 bypassed the worst of it. They secured enough stock at reasonable prices and avoided customs drama¹¹. That same pattern is emerging now.

How does inventory risk¹² play into the 2025 strategy?

Failing to replenish inventory early means stockouts, missed sales, and lost shelf space.

Distributors are more cautious, but also more aggressive with restocking once the window looks clear. Q2 is that window in 2025.

Demand is stable, but inventory cycles are shorter

One major shift I’ve noticed is that B2B clients aren’t holding stock for long periods anymore. They prefer leaner inventory¹³, which means more frequent restocking. This cycle puts pressure on procurement timing.

Let’s visualize what that looks like:

The key takeaway? Waiting for the traditional Q3 wave now leads to chaos. Planning for Q2 means smoother procurement and faster delivery.

Procurement fatigue and planning paralysis

After years of COVID disruptions, many procurement teams are burned out from constant supply chain firefighting. This is driving a preference for stable early buying. I often hear: “Let’s lock this in before the madness starts.” That mindset shift is driving the Q2 trend in 2025.

What risks are increasing in Q3 and Q4?

Q3 isn’t just more expensive—it’s unpredictable, inefficient, and can derail your operations.

Expect surcharges, production bottlenecks¹⁴, shipping congestion, and even power rationing in some manufacturing hubs.

Freight and energy costs compound delays

In 2024, we saw energy rationing¹⁵ in several Chinese provinces during peak production months. If that pattern returns, Q3 buyers may find themselves at the back of the line.

Also, major forwarders have already issued warnings about expected capacity shortages starting July 2025. Add to that container shortages, especially for less-than-container-load (LCL) buyers, and you have a recipe for delay and disappointment.

Here’s how it adds up:

The longer you wait, the more variables pile up. That's why top-performing buyers are locking in their Q2 plans now—especially for fast-moving consumables like wipes, towels, and cleaning cloths.

What types of FMCG benefit most from Q2 procurement?

Products with short shelf life, constant turnover, or high seasonal demand must move early.

Home cleaning wipes, auto care kits, and personal care items see the most procurement advantage when secured in Q2.

Fast sellers require faster planning

At ELBERT, most of our clients order 2 to 4 months before their promotional season¹⁶. For instance, European partners restock car wipes and microfiber towels by May for a summer campaign. If they wait until July, the goods arrive late or at double the freight cost.

Here’s how the planning looks for different FMCG categories¹⁷:

If your product needs to hit shelves before September, Q2 is your best shot to do it right.

Conclusion

Q2 2025 offers the best balance of freight cost, production availability, and delivery timelines for FMCG buyers.

Elbert Zhao
Founder, ELBERT Wipes Solutions
📧[email protected] | 🌐 www.elbertwipes.com

8 production lines | 22 processing lines | OEKO-TEX certified | Walmart-approved supplier