Peak 2025 did not follow a single dramatic spike says GFS, as they reveal retailer perspectives from their polls over peak 2025. Instead, it unfolded as a series of sustained pressure points. Beginning with cautious consumer behaviour, intensifying through Black Friday and Cyber Week, and carrying right through to the final delivery days before Christmas.
Signals for delivery strategy going forward
Carrier Capacity and Network Resilience Dominated the Season
Across Peak, carrier capacity and performance consistently ranked as the biggest source of pressure for retailers.
Delivery Reliability Outweighed Cost as Deadlines Tightened
Cost pressures were present throughout Peak, driven by surcharges, premium delivery uptake and operational complexity. However, as Christmas approached, delivery reliability clearly overtook cost as the deciding factor.
Customer Experience Became Delivery-Led
Early Peak polls showed a mix of concerns around customer experience, operational excellence and cost. But as the season progressed, customer experience increasingly became synonymous with delivery execution.
Operational Pressure Concentrated into Fewer, Higher-Risk Days
With Christmas Day falling mid-week, delivery demand became increasingly concentrated.
What Retailers Want to Fix Before Peak 2026
When asked what they want to strengthen ahead of the next Peak, retailers focused less on structural change and more on refining the delivery experience.
Peak 2025 reinforced a simple but important reality: delivery is now the point where operational pressure, customer expectation and brand trust converge. As Peak draws to a close, the opportunity is no longer just to recover but to reflect. The lessons of Peak 2025 point towards a future where delivery strategy is not seasonal, but continuous, resilient and designed around certainty.
You can read the full insights and learnings on the GFS website.
