What Peak 2024 Has Taught UK Retailers

As the dust settles on Peak 2024, businesses are taking stock of what worked, what didn’t and what they need to focus on for the year ahead.
To better understand the expectations, objectives and challenges of this crucial period, we conducted our Peak 2024 Wash-Up Survey with GFS customers as well as non-customers.
A Tale of Two Perspectives
Our analysis reveals some intriguing differences between how customers (those already using GFS services) and non-customers perceive delivery performance, challenges and future priorities.
By recording the insights shared by both groups, we’ve uncovered some fascinating contrasts and commonalities that can already set up UK eCommerce retailers for success in Peak 2025 — to enhance their delivery strategies, strengthen customer satisfaction and attract new clients.
Sales Performance
GFS Customers | Others |
---|---|
Exceeded expectations for the majority: Many reported sales growth over 2023. | Below or met expectations: A third struggled, with most reporting lower sales than 2023. |
Strong year-on-year growth: Over 70% said sales were higher than last year. | Sales declines reflect operational and market challenges impacting performance. |
Key Takeaway: While customers saw strong growth, prospects struggled to match expectations or 2023 performance. This suggests GFS customers benefited from better planning and support during Peak.

Delivery Performance
GFS Customers | Others |
---|---|
Mixed results: Ratings ranged from Excellent to Average. | Ratings were lower: Mostly Average or Poor, with no “Excellent” ratings. |
Highlighted reliable delivery performance and pro-active communication as key strengths. | Delivery delays and inconsistent service were major pain points. |
- Key Takeaway: While GFS customers experienced reliable delivery performance, others faced noticeable issues, especially with service inconsistency.

Operational Challenges
GFS Customers | Others |
---|---|
Delivery challenges due to uncontrollable external factors such as weather and managing customer expectations during such times were the top challenges. | Cashflow issues, delivery delays and ensuring correct stock levels were the biggest hurdles. |
Emphasised the importance of flexibility and forecasting to handle Peak demand. | Struggled with supply chain inefficiencies and slow carrier services. |
- Key Takeaway: Both groups faced challenges albeit at different levels, but non-customers highlighted cashflow as a concern, reflecting a lack of operational optimisation.

Satisfaction with Support
GFS Customers | Others |
---|---|
Majority were Somewhat Satisfied with GFS support, with some Very Satisfied. | Carrier support was mostly rated as Somewhat Satisfied, but delivery performance fell short. |
Most were relieved there was pro-active for customer query resolution. There is expectation for this support to grow stronger in the coming year. | Reflecting on a need for stronger solutions and query resolution. |
- Key Takeaway: Both groups appreciate support. GFS customers have higher expectations for advancement, and non customers identified areas for improvement.

Success Factors
GFS Customers | Others |
---|---|
Success was driven by reliable delivery performance, pro-active communication and operational flexibility. | Fewer saw consistent wins. Some shared similar successes with on-time deliveries and good communication. |
- Key Takeaway: GFS customers are reaping the benefits of more robust delivery strategies through pro-active support and solutions.

Preparing for 2025:
What’s Next?
Both groups agreed on one thing: preparation for Peak 2025 starts now. GFS customers feel more confident leveraging GFS’ expertise, multi-carrier delivery management and technology to support their operations and create happy customers. Being pro-active — not reactive — is the secret to Peak season success. Businesses that analyse 2024 trends and invest in agile delivery solutions today will win in 2025.

How GFS can support you in scaling operations, improving flexibility and enhancing customer satisfaction?
Conclusion
The Peak 2024 Wash-Up Survey underscored the growing complexity of eCommerce delivery and the rising expectations of both businesses and their consumers.
As we move into 2025, one thing is clear: success lies in innovation, collaboration and putting customers at the heart of every delivery decision.
GFS is here to help you deliver better—for your business and your customers.
Ready to prepare for Peak 2025?
Get in touch with one of team members to learn how GFS can transform your delivery strategy.