Retailers are overestimating on their delivery times to “avoid running Christmas for shoppers” according to new research.
Average promised delivery time rose by one third to 5.3 days in 2019, according to a survey by consulting firm Kurt Salmon, reported by Drapers.
That compares with just four days in 2018.
Despite that leeway, many retailers still found it difficult to meet their promised delivery schedules, with 25 per cent failing to deliver on time.
Research by Accenture’s Kurt Salmon also found that median spend for free delivery rose by 9 per cent to £50 in 2019.
John Lewis, Next and B&Q were among the retailers identified for the fastest delivery by getting items out to customers by the next day.
“In recent years, retailers have suffered by over-promising during the holiday season, hoping to win out by pledging fast deliveries that they haven’t been able to fulfil”, Siobhán Géhin, managing director at Kurt Salmon, said.
“This year we’re seeing more retailers take a cautious approach, preferring to under-promise and over-deliver. In other words, it seems that many high street retailers have decided not to try and beat the likes of Amazon in a game of convenience, instead focusing in different areas to win the loyalty of customers,” Géhin added.
Amazon came under fire in the US last week after customers took to social media in their droves to complain over late deliveries.
Amazon acknowledged that some customers’ orders were taking “longer than normal” due to “winter storms” and high demand after a raft of complaints on social media.