New data from Adobe has shown click-and-collect utilisation continues to increase, especially as consumers look to avoid delivery delays during the run-up to Christmas.
The UK Holiday Forecast 2024 has reported that the collection fulfilment method has been used in 9.8% of orders so far this year. This is up from 2023 when it was used in 8.1% of orders.
Click-and-collect is expected to peak later in the holiday season around 15 December 2024 at 15%-18% of orders, as last-minute shoppers work to avoid shipping delays.
Read more: GenAI referrals to retail sites jumps tenfold, finds Adobe
For those shoppers opting for the convenience of home delivery, the majority are still selecting cheaper shipping options. The report found the share of orders using expedited shipping is down 23.8% year over year.
In comparison, the share of orders using standard shipping is up 3.9% compared to the same time period last year.
Standard shipping is expected to peak during Cyber Week at 80%-85% of orders. Expedited shipping is expected to peak later in the season, around December 20th, for last minute gift purchases at 10%-15% of orders.
“This holiday season, shoppers are increasingly turning away from higher-cost shipping options such as expedited or next-day delivery, opting instead for standard shipping or click-and-collect,” said Vivek Pandya, lead analyst at Adobe Digital Insights.
“This is driven by two factors – first, a greater focus from consumers on finding the best deals for purchases and not wanting to eat into the extra value they are hunting down by spending on shipping; and second, on click-and-collect specifically, the certainty of getting their hands on their purchases as Christmas draws closer.”
We deliver!
Our editor picks some choice pieces from the analysis flow and sends them to your inbox every Wednesday. Dedicated research report previews will also come direct to you. Subscribe for the emails.
Why not join us on Linkedin and you’ll get the best updates on our research and analysis – UK, Europe and Global – in your feed.
