A thousand workers bustle around-the-clock in the wee few days left before Christmas. They cut, combine and check, creating truckloads of personalized gifts they’ll slip into small boxes for delivery. Holiday memories depend on them.
No, this isn’t some “once upon a time” tale or children’s cartoon. It’s every day from Thanksgiving to Christmas, every year, at the massive Shutterfly plant in York County.
“The holiday season, the Christmas season, is the busiest that we have by far,” said Dave Bull, vice president of manufacturing at the company’s 300,000-square-foot production center in Fort Mill.
There are Christmas cards and gifts, but also other turn-of-the-year celebrations like Hanukkah, Kwanzaa and New Year’s Day that prompt people to create. At Shutterfly, they’ve seen them all.
“These are products that create memories,” Bull said. “So whatever that memory is for you, we make it.”
Santa Clara, California-based Shutterfly creates photo books and prints, cards, calendars, canvass prints and other custom gifts. Customers can upload photos online and put them on anything from glass ornaments to pillows, plaques or pint glasses.
In 2013, Shutterfly moved its paper printing operations from three Charlotte facilities to the Fort Mill location just off Interstate 77, at Shutterfly Boulevard.
A former plant that duplicated VCR tapes and had a flea market on the side transformed into the largest line of digital printers, at more than 40, in the country. The Fort Mill site produces items for Shutterfly customers east of the Mississippi River.
Today, Shutterfly has more than 20 press areas with printers in Fort Mill that are all transferable between items.
They still make cards and photo books. They also make custom fabric. Most of the year, about 350 employees on four shifts work 24-hours-a-day, every day but Sunday.
Then, fall hits.
The last six to eight weeks each year, Shutterfly pumps out orders seven days a week. The site runs with about 1,000 workers across its four shifts.
Some seasonal workers return each year. Others come from York County or south Charlotte manufacturers whose operations lull when Shutterfly’s demand peaks.
“Every position in this facility grows larger,” Bull said.
The Fort Mill site produces more than 2 million cards per day between Black Friday and Christmas. Another 15,000 photo books and 5,000 canvas prints join them. Fort Mill creates about half of all the items packaged into orange Shutterfly boxes across three company facilities.
California production moved to Arizona in 2009, and a new Arizona facility opened in 2015. A Texas site followed in 2020.
Together, the three locations create more than 5 million cards, 45,000 photo books and 8,000 canvas prints per day during peak holiday season.
The Fort Mill site fills more than 100,000 orders per day this time of year.
Bull is working his 15th holiday rush at the Fort Mill plant. It’s the eighth year for site director Nikki Kral.
Both of them took The Herald through the massive plant recently and answered questions about the reams of photo products zipping along rollers and production lines toward packing stations.
? What keeps them up at night during the busy season?
It’s the adventure of each orange box once it leaves Shutterfly. It typically takes four to 10 days from when a customer clicks to submit an order to when it arrives on the doorstep. Production only takes two or three of those days.
“Then it’s transportation time,” Bull said.
? If folks who live in York County place an order, will they get items faster since Shutterfly is in Fort Mill?
Shutterfly algorithms optimize which delivery system to use based on increasing speed and decreasing customer cost. They also depend on how fast customers need items.
There’s a “super rush” option on orders that will push them to the front of the line, Kral said, but it’s much more expensive than standard shipping.
UPS is the primary option, sending out three or four truckloads of items daily from the Fort Mill plant. Once items leave the site, they may go to a regional hub in Tennessee or somewhere else, depending on the delivery carrier. So local customers get their items the same way anyone else would.
“Unfortunately, we don’t have a pickup service,” Bull said.
? Have there been any dramatic moments during the holiday rush?
Among the vast number of employees are 30 on-site machine technicians. Production lines can quickly transition from one print product to another if needed, too.
“We can’t afford a day of down time,” Bull said, “or an hour of down time.”
For a company that makes calendars, it’s the calendar that can pose some of the toughest challenges. This year, for instance, there are six fewer days between Thanksgiving and Christmas than some prior years had.
? Do you look at people’s pictures while you’re making items?
It’s too busy to look through people’s photos for the fun of it, but workers do see photos when they check items for print quality, Kral said. Without giving specifics, yes, there is the rare order Shutterfly can’t produce due to the image a customer uploaded.
“I don’t think people always realize somebody has to print them and handle them,” Kral said.
? Are the discount promotions late in the year an attempt to get people to hurry up and order already?
That’s part of it. Pre-Thanksgiving orders for Christmas delivery are a big help for Shutterfly in leveling out peak production orders. It isn’t just Christmas. Customers tend to wait until the final hours before ordering ahead of most major holidays.
“It’s across the board,” Bull said. “Procrastination is real.”
? After Christmas, what are the biggest holidays or rush times?
Father’s Day is next. Then it’s Mother’s Day and Valentine’s Day. The main peak season apart from end-of-year holidays comes in late spring and early summer. Shutterfly bought Lifetouch in 2018 for more than $800 million, creating a surge of demand for school pictures, yearbooks and graduation photos.
? Is it hard finding all those seasonal employees?
Shutterfly will bring on more workers than it needs to get enough who will stay through the peak season. Years ago Shutterfly needed about 1,200 seasonal workers at the holidays. Automation cut that number in half.
Many manufacturers work on the same holiday retail schedule that could limit worker availability, Bull said. But other manufacturers don’t, so hiring agencies are able to shift some workers who want more hours.
Though Shutterfly creates millions of items each day, it’s the sentimental nature of each order that helps in getting and keeping workers.
“It means something to people,” Bull said. “You’re not making parts to a machine. You’re making memories for people.”
This story was originally published December 20, 2024, 9:47 AM.
The Herald
803-329-4076
John Marks graduated from Furman University in 2004 and joined the Herald in 2005. He covers community growth, municipalities, transportation and education mainly in York County and Lancaster County. The Fort Mill native earned dozens of South Carolina Press Association awards and multiple McClatchy President’s Awards for news coverage in Fort Mill and Lake Wylie.