If your product is digital, then you need to ensure that you have the bandwidth to cope with the expected surge in activity. You do not want your customers requesting a refund because they have problems downloading what they ordered. Your customer service needs to be responsive to customer demands. With increased activity in the holiday season will be an increase in requests for more information and other customer enquiries. Ensure that you have the resources in place so that you can quickly respond to your customers' requests.
Professionalism helps to build the level of trust.
If you are slow to respond to your email, your potential customer will not wait around. They will move onto another business that is more attentive to their needs. Acting with professionalism and promptness will help the potential customer to decide to do business with you. If necessary, obtain temporary help to enable you to be in a position to provide prompt customer service. Remember that a good image created now will serve you well.