Navigating and planning for 2024's midweek Christmas

Festive peak is twinkling on the horizon. Retailers, along with their e-commerce logistics partners, are in full planning mode. Every step of the supply chain is being optimised to ensure customer satisfaction and maximise revenue during this critical season. What impact will the fact that Christmas falls on a Wednesday have on peak planning? And what should 3PLs be doing now to help their retail clients with overseas customers wrap up a sparkly sales bonanza?

Why weekend deliveries matter more than ever

Consider the range of products being ordered at the last minute: Perfumes, tech gadgets, or the season’s must-have toys, to give a flavour. Shoppers buying these higher-value items often expect expedited shipping, and failing to meet Christmas deadlines could easily lose the sale or damage the retailer's reputation. 3PLs should be ensuring that the logistics systems in place can meet expectations without a hitch, even when the crunch comes on the weekend before Christmas.

Retailers will look for logistics partners who can offer Saturday and Sunday deliveries without added costs. With Christmas Day falling on a Wednesday, every hour in the final days leading up to the 25th of December is going to be critical. Those carriers that have Saturday and Sunday delivery options without extra charge would be favoured by retailers, knowing that these are not classed as non-working days.

3PLs should be identifying which carriers offer these weekend options and communicating this value to their clients. By doing so, they can give retailers the flexibility to keep sales going later, while maintaining customer confidence in on-time delivery.

International deliveries: A cross-border challenge

For UK-based brands shipping parcels internationally, the stakes are even higher. Cross-border shipping adds layers of complexity to the delivery process, especially during the festive peak when customs delays, bad weather, or logistical bottlenecks can impact transit times.

Take the USA, where demand for British fashion, tech, and gourmet goods surges ahead of the ‘holidays’. A retailer offering free shipping for orders placed by mid-December could face disappointed customers if shipments are delayed at customs. It’s essential for 3PLs to build in a buffer and work with their retail clients to set realistic shipping deadlines, considering not only transit time but also customs clearance.

For orders heading to New Zealand or Australia, time zone differences and the sheer distance make planning even more critical. Some retailers may opt to end their sales campaigns earlier, but 3PLs can add value by finding the fastest and most reliable air freight options to meet customer expectations in these regions.

Similarly, shipments to Switzerland, Germany, Italy, and the Republic of Ireland—destinations that often see high demand for UK goods—can face regulatory hurdles or operational constraints. Switzerland[1], being outside the EU, has its own customs processes that must be factored in. Meanwhile, 3PLs should leverage the strong logistics infrastructure in Ireland[2] to offer last-minute delivery options, appealing to cross-border customers right up to the wire.

To help retailers secure a successful Christmas peak, 3PLs should focus on four key strategies:

• Encourage earlier last posting dates: Given the weekend before Christmas, retailers should be encouraged to set their final posting dates earlier than usual. By adjusting their expectations and aligning with the realities of midweek Christmas logistics, they can prevent last-minute rushes and delays.
• Prioritise carriers with weekend delivery options: Ensuring delivery doesn’t stop when the week does could be the difference between a successful season and a logistical nightmare. Identifying and collaborating with carriers who offer weekend service, without extra cost, will win retailer favour and smooth out final delivery peaks.
• Fine-tune international shipping plans: The earlier retailers can identify their cut-off dates for international shipments, the better. Country by country, 3PLs should work closely with retailers to understand customs processes, transit times, and the most efficient routes available. At Asendia UK, we encourage our retail clients to share historical data and market insights, laying the groundwork for meticulous data analysis. By employing advanced analytics tools, it’s possible to identify patterns, seasonal fluctuations, and consumer preferences.
• Plan for flexibility: Ultimately, the key to a successful festive peak is flexibility. Shipping and delivery partners should support retailers with advanced tracking systems that offer real-time visibility into the cross-border supply chain. This allows for the swift identification of potential disruptions, such as transit delays, customs clearance issues, or unexpected demand spikes. The ability to resolve issues as they arise ensures a proactive response, minimising delivery delays. For instance, if Dallas airport has a problem, switching to New York is a helpful alternative.

This Christmas, both retailers and 3PLs must be prepared for unexpected challenges. The best logistics partners will not only plan ahead but also have the capacity to adjust on the fly. Proactively managing timelines, optimising weekend deliveries, and staying on top of international shipping complexities will ensure that, by the time the Christmas lights go out, a sales triumph is truly in the bag.

[1] https://www.asendia.com/send-to-switzerland

[2] https://www.asendiaoceania.com/destination/europe/ireland