Despite having an annually recurring date, Christmas still creeps up on retailers and brings with it the kind of pressure that hits like a freight train.
Shoppers are hunting for deals, which means orders will be spiking, and delivery promises now also matter more. You might be able to pull customers in with deals, but the delivery experience determines whether they stay or bounce.
Holiday research backs this behaviour. The study An Empirical Study of Holiday Season Discounts by Zhang, Golosnoy, and Hu shows that consumers strategically delay purchases until promotional periods.
Instead of buying steadily across the month, shoppers wait and watch prices. They only check out later, in tight bursts, once discounts appear.
And this is the behaviour that creates higher demand peaks and heavier fulfilment pressure. This is why fulfilment becomes the real battleground during Christmas.
If you get this right, you’ll turn holiday chaos into repeat business that lasts well past January.
Christmas delivery: What shoppers want
Holiday shoppers behave differently from normal e-commerce customers.
They buy more often, they check delivery promises before they check specs, and they’re quick to abandon carts if ETAs feel vague.
They expect:
- Live tracking.
- Clear cut-off dates.
- Short delivery windows.
- After-hours and weekend options.
The closer it gets to 24 December, the more these expectations tighten.
If it gets overwhelming, just remember this flow: Clear delivery promises reduce anxiety > honest ETAs build confidence, and > real-time tracking lowers support pressure.
1. Forecast early
Holiday patterns follow the same rhythm every year. Demand increases sharply, especially when discounts enter the picture. The study shows that shoppers intentionally delay purchases until promotional periods kick into gear.
What can you do?
Start with your 2024 data to spot early stockouts and high-return SKUs. Then, build buffer stock for items that sold out too early last year.
Christmas volume starts right after Black Friday, so now (from late November through Christmas week) is the time to map your expected peaks.
Don’t forget to pre-position stock closer to where customers are. Sydney, Melbourne, Brisbane, and Perth will all benefit from localised inventory.
2. Streamline from click to doorstep
Checkout is where shoppers decide whether to trust you. They literally decide this within seconds!
Here’s what you need to do:
Make your delivery timelines clear by postcode and display the service levels you actually offer (e.g., 3-hour delivery, same-day delivery, and next-day delivery).
To be ready and fast when new orders come in, you’ll need to have a functioning pick-and-packing system.
Some ideas:
- Put your fast movers near packing benches.
- Keep simple QC steps like barcode checks and photo proof for gifting.
- Route orders automatically to the fulfillment node closest to the customer.
3. A Christmas delivery strategy
It’s simple: Use multiple delivery methods.
- Same-day delivery for urgent metro jobs.
- Next-day delivery as your backbone.
- Economy for items that aren’t gifts.
Shoppers buy more frequently during the holiday period, so reliable delivery options help you meet the expectations the research highlights.
When done right, same-day delivery will become your safety net. Services like Zoom2u can connect you to vetted local couriers for urgent deliveries.
Zoom2u provides live GPS tracking, photo proof, and customer notifications. You can book seven days a week, and the platform scales instantly across major metros and regional areas.
4. Communicate like a pro
Holiday shoppers want certainty.
The research from Zhang, Golosnoy, and Hu confirms that when shoppers rush in during discount periods, any failure in supply or delivery hurts the retailer; even when overall sales volume is strong.
What should you do?
Publish your cut-offs everywhere customers look.
Literally everywhere. On the homepage, on product pages, and on the checkout screen. Even on social media or via email.
When you have updates, tell people early. If there is a delivery delay, tell them! Share the new ETA or give alternatives.
These proactive notifications will reduce “delivery anxiety. Since they know what is happening, they’ll be less likely to call in and ask, “Where is my parcel?”
5. AI in Christmas marketing
AI is running a lot of the holiday engine this year. Many retailers are using it to predict when orders will spike or to spot when stock levels get low.
When it works, your team gets fewer surprises and your customers get fewer delays.
The rise of AI agents also means that more decisions are being made independently. For example, some systems can adjust stock rules or launch small ad tests.
It can even reply to simple delivery questions from customers without waiting for a human, or request a quote via email from suppliers when stock levels get low.
And it’s very useful when drafting marketing copy. But there’s a flip side.
Shoppers can spot generic AI copy in seconds. This Starbucks example on Reddit is proof.
Em dashes on Starbucks products from ChatGPT?
byu/Pure-Researcher-8229 inChatGPT
AI can help with speed, but you will still need to bring the personality.
What should you do?
- Use AI for the heavy lifting, like inventory predictions and routing.
- Use AI for marketing copy, within reason.
- Keep a human voice for customer updates and delay messages.
It keeps your holiday service sharp and still human.
Christmas delivery fulfilment checklist
To recap, here’s what you should be keeping track of as Christmas peak season approaches:
- Secure buffer stock for top-selling SKU.
- Pre-position inventory near major metros
- Enable same-day and next-day with clear ETAs
- Automate order routing
- Lock in on-demand courier capacity through Zoom2u
- Publish cut-offs and FAQs
- Staff in waves and cross-train
- Optimise routes if you manage your own fleet
- Keep returns fast and easy
FAQs
What is the fastest way to deliver a parcel in Australia?
A 3-hour or same-day courier. Zoom2u lets you book in minutes and track it live.
How late can customers order for pre-Christmas delivery?
Most retailers close next-day metro cut-offs around 22–23 December and offer same-day up to mid-afternoon on 24 December using on-demand couriers.
How do I scale same-day across cities?
Localise stock, automate routing, and use on-demand networks to flex capacity.
Should free shipping or fast shipping be the priority?
Offer both. Gift buyers choose speed when the ETA is clear.
Ready to deliver Christmas delight?
Keep your promises with clear ETAs, real-time tracking, and on-time performance backed by local couriers.
If you’re sending a parcel today, book a same-day delivery slot with Zoom2u.
And if you manage your own fleet, explore Locate2u for routing, live tracking, and customer notifications.
