During Black Friday 2022, both GFS and GBG Loqate observed campaigns starting earlier than usual. GBG Loqate, which supports address capture for over 15,000 customers globally, saw some brands gain a lift in transactions after launch, but total sales volumes were still lower than in 2021. GFS data from over 400 retailers showed weekday parcel volumes rising 10% and weekend volumes increasing 20% compared to the previous week, with fashion retail leading the growth.

Later Peak Periods and Shopper Behaviour

A major shift noted was that many shoppers were likely to delay purchases until the final week before Christmas. This compressed peak period puts extra pressure on inventory management and delivery capacity, as there is less time to fulfil orders and manage unexpected surges. The short fulfilment window could result in higher operational risk.

Disruptions and Cost Pressures

Royal Mail strikes during Black Friday and Cyber Monday were highlighted as a key challenge, with delays expected even after operations resumed due to backlog clearance. This was also the first time the FIFA World Cup overlapped with the retail peak season, creating potential dips in online sales during matches. Delivery costs rose sharply, with road transport fuel surcharges averaging 38–39% in 2022 compared to 19% in 2021. In response, large retailers like Zara and Next began revising free delivery and returns policies to manage costs more effectively.

Strategic Recommendations for Retailers

Retailers were advised to diversify carrier networks to reduce reliance on one delivery provider, update delivery and returns policies to protect margins and ensure customer data is accurate for better engagement. With ongoing volatility in eCommerce and supply chains, the panel stressed that contingency planning in operations is essential to navigating future peak periods successfully.