By now, retailers have forecasted their revenue for the holiday season. Whether brick-and-mortar or selling wholly online, the supply chain process remains the same. They have found finished goods suppliers and placed orders that ensure they have the correct quantity of the right product at the right time. This is how business works…in retail. But what if you are upstream of this retailer buying frenzy? As a brand owner, the picture is quite similar, but it has been set in motion for some time now. The brand owner has already anticipated what orders they will receive from the retailer, and they have processed this forecast into a supply plan that allows them to build the finished goods in time for the shipment to retailers or on an even earlier timeline for businesses like distributors and other sales channels.