Stay in the loop
Subscribe to receive the latest email news and updates from Shippit
We’re now less than a month away from peak season 2025, which formally kicks off with Click Frenzy on November 11. Many brands - from Amazon to Myer, David Jones and Target - have already started their peak activity. After another year of cautious consumer spending, uncertain economic conditions, and heightened competition, peak season comes at a critical time for Australian retailers.
The opportunity it presents is significant, but so too are the challenges it poses. The Black Friday, Cyber Monday weekend - the pinnacle of peak - continues to set records. Shippit data shows that Aussies made 15% more purchases and spent seven dollars more per purchase in 2024 compared to the then-record 2023. We’re forecasting another bumper peak in 2025.
As volumes surge, so too does the pressure to deliver when it matters most. Shippit research shows that your customers have never been more demanding. Four in five Aussies say that delivery is either extremely or very important, while two in three wouldn’t return to a brand after a poor delivery experience.
It’s not an exaggeration to say that one underwhelming delivery experience could be the last time you see that shopper. The opposite is also true, though; if you can exceed their expectations, particularly during peak, their long-term loyalty is there for the taking.
Earlier this year, we made a series of predictions about the trends that will define 2025. These trends will come into even starker focus during peak season. But what are they, and how can you turn them into a competitive advantage in the months ahead?
Carrier challenges will persist, driving the need for diversified networks
Rising labour costs, fuel price volatility, and ongoing capacity constraints continue to impact carrier reliability. During peak season, volumes surge - placing more strain on already-under-pressure carriers. It’s essential for retailers to have flexible, multi-carrier shipping strategies to mitigate risk and maintain delivery consistency during peak.
Rising acquisition costs will intensify the focus on checkout conversion
As digital advertising costs soar - particularly during peak season - driven by aggressive bidding from global competitors like Shein and Temu, retailers must extract more value from each website visit. One of the most important, but often overlooked, ways to boost cart conversions during peak is accurate delivery estimates. Precise, data-driven delivery dates - rather than a vague ‘5-7 business days’ - give customers the confidence and certainty to shop with you, not a competitor.
Fast, free, and reliable delivery will be key drivers of customer loyalty
Our research shows that over half of young shoppers say their expectations have risen as a direct result of Amazon. With consumer expectations continuously shaped by ecommerce giants, delivery performance will directly influence repeat purchases. Inconsistent shipping experiences will erode trust, while retailers that invest in reliable delivery, proactive communication, and post-purchase engagement will build stronger, more resilient customer relationships. Give them a reason to put their trust in you with their most important purchases of the year, and they’ll reward you long-term.
Discounts will fuel higher return rates, demanding smarter logistics
Discounts - a feature of peak season - drive impulse purchases. They also increase return rates, placing greater strain on logistics networks. Retailers must balance speed with sustainability by leveraging predictive analytics, offering tiered delivery options, and optimising fulfilment strategies to manage return volumes efficiently. For instance, providing same day delivery for premium customers while offering standard shipping for budget-conscious shoppers can balance speed with efficiency.
Consolidation and centralisation will define logistics success
Retailers that streamline operations through, for example, centralised fulfilment, automation, and shared logistics infrastructure will gain a competitive edge in speed and efficiency. Speed and efficiency are critical all-year-round, but especially during peak, when volumes spike, customer expectations increase, and competition reaches feverpitch. Without scalable logistics, retailers risk falling behind as larger players optimise for cost-effective, high-speed delivery.
During peak, the opportunities, the challenges, and the trends are heightened. With millions of consumers waiting for peak season to make purchases they’ve delayed throughout the year, peak 2025 genuinely can make or break your year. Considering the significant influence that delivery has on retention and acquisition today, it pays to be prepared. For a full pre-peak checklist, read our thorough pre-peak 2025 checklist.
