MetaPack have for several years tracked Christmas sales up to Christmas with their Peak Delivery Analysis.
Early indications suggest that, following the trend of the last three years, the 2013 shopping season is starting later and will peak later, as online shoppers take advantage of ever later cut-off times for Christmas delivery. In fact peak growth has started slowly compared to previous years with an increase of 8% since the beginning of September – this time last year, we saw an increase of 11% compared to the beginning of September
In 2010 there was a stark drop off for deliveries after week 50, but in 2011 and 2012 sales slowed but nowhere near as dramatically in the final days before Christmas. Richard Rangel, MetaPack’s Business Intelligence Manager added “Once again we’re seeing the peak build up progressing slower and we are likely to see the main sales spike running closer to Christmas”.
Consumers are now accustomed to fast delivery and rely on companies not only to ship fast, but for the carriers to keep their delivery promises. This probably means that December will unsurprisingly an exceptionally busy month, but it could see an even bigger hike in last minute orders than previous years.
Why this year last minute orders could be even later
This could be particularly exacerbated this year due to Christmas falling on a Wednesday. For the last few years Christmas day has been at the weekend and last year on Tuesday – not too many consumers would buy over the weekend expecting delivery on Monday. This year however the last shopping weekend means that items can still be delivered in time for Christmas day and that could push the peak several days later than has been the norm.
MetaPack will be updating their Peak Delivery Analysis every Monday from now until Christmas. They’re in a unique position to track sales patterns as thousands of orders flow through their Delivery Management Platform every hour.
Knowing that final weekend before Christmas could see bumper sales, will you stay open to take advantage or will you be putting your holiday settings on and taking time to get your own Christmas preparations finalised?