A new survey from FedEx suggests European SMEs that trade internationally are expecting a stronger peak season this year, with 81% predicting higher holiday sales than in 2024.
The study, conducted in September 2025, collected responses from more than 1,200 SMEs across nine European markets. Over a third (36%) of respondents expect sales to be significantly better than last year, while 45% anticipate a slight improvement. SMEs in Turkey (95%), Poland (88%) and the Netherlands (85%) reported the highest optimism, while expectations were more subdued in Italy (66%), Spain (78%) and the UK (79%).
Rising overseas demand
Respondents estimated that 37% of their seasonal sales will come from outside Europe, highlighting continuing global demand for European goods. The share was similar among B2B and B2C businesses. The top international trading regions identified were neighboring European countries (77%), followed by the USA (48%), the Middle East (34%), Asia-Pacific (31%), and Latin America and the Caribbean (22%).
E-commerce events gaining importance
E-commerce-driven shopping festivals remain central to peak season plans, with 86% of SMEs saying that events such as Black Friday, Cyber Monday and Singles’ Day are important to achieving their targets. A majority (54%) considered them “very important.” The importance was most strongly felt among businesses serving both consumer and business customers (94%).
“Our latest figures show a real sense of optimism from Europe’s SMEs for this peak holiday season,” said Wouter Roels, the president of FedEx Europe. “A large majority anticipate sales to surpass last year’s figures, with e-commerce holiday festivals expected to act as a major catalyst.”
FedEx says it is continuing to support cross-border SMEs through digital tools designed to improve customs and shipment visibility, alongside resources such as its SMB Hub, which provides guidance for companies expanding internationally.
In related news, Temu expands e-commerce logistics in Italy and Austria