The Christmas trading period remains the most commercially significant - and operationally challenging - time of the year for retailers. Customer expectations around timely delivery, clarity of communication and reliable after-sales support are higher than ever, while courier networks face seasonal strain, weather-related disruption and capacity limitations.
To protect brand reputation, reduce complaints and comply with consumer law, retailers should be alert to the heightened risks associated with festive fulfilment and take proactive steps to support customers effectively.
1. Avoid Over-Promising Delivery Guarantees
Customers naturally look for strong commitments such as “Guaranteed in time for Christmas”. But such promises create legally binding obligations if:
- They are specific and clear (e.g., “Order by 19 December for Christmas delivery”).
- They appear on product pages, promotional materials or at checkout.
Retailer action:
- Give item-specific cut-off dates rather than broad “guaranteed” statements.
- Avoid guarantees on items with variable or unpredictable lead times (e.g. furniture, personalised items, made-to-order goods or goods coming from overseas).
- Ensure marketing, website banners and automated emails align with operational capability.
2. Understand the Legal Framework: Key Consumer Law Requirements
Retailers must comply with the Consumer Rights Act 2015 and Consumer Contracts Regulations. Key obligations include:
Delivery obligations
Goods must be delivered within 30 days unless an alternative date is explicitly agreed. If a date is agreed with the customer as essential the retailer must meet it. Failure to deliver by an essential date gives the customer the right to cancel and receive a full refund.
Distance-selling (online purchases)
Consumers have a 14-day cancellation period from the day after goods are delivered. This means that goods arriving late are more likely to be returned as they may not be needed anymore.
Retailer action:
Ensure delivery timeframes, terms and conditions, order confirmations and customer communications are clear, consistent and compliant.
3. Courier Performance: A Critical Part of the Customer Journey
Recent nationwide findings highlight significant variations in courier reliability:
- Over 15 million consumers experienced delivery problems in the past year.
- Some carriers consistently rank lowest for trust, timely delivery and customer service.
- 37% of consumers with accessibility needs report being unable to communicate these needs to couriers.
These statistics[1] underline that courier choice and management directly influence customer satisfaction - and complaint volumes.
Retailer action:
- Review courier performance data regularly.
- Use more reliable carriers for time-critical Christmas orders.
- Offer customers the option to upgrade to premium or tracked delivery.
- Ensure couriers can capture accessibility requirements where appropriate.
- Proactively communicate delays when tracking shows parcels have stalled.
4. Manage Customer Expectations Proactively
Clear, consistent communication reduces customer frustration and helps avoid legal disputes.
Retailer action:
- Provide real-time stock accuracy and updated delivery estimates.
- Notify customers early of potential delays due to courier backlogs, weather issues or supply-chain challenges.
- Issue automated reminders when order status changes or lead times become at risk.
- Flag items with longer lead times prominently (e.g. “Delivered within 6–8 weeks”).
5. Ensure Customer Service Teams Are Properly Equipped
Your customer-facing teams need clarity on:
- What has been promised to the customer (marketing/cut-off dates).
- How to identify “essential delivery date” cases.
- Your internal escalation route when a courier fails.
- Compensation and goodwill policies for festive disruptions.
Retailer action:
Provide teams with:
- A Christmas-specific delivery risk guide.
- An up-to-date courier performance matrix.
- Templates for communicating delays empathetically and legally.
6. Strengthen Internal Processes for High-Demand Periods
To reduce operational complaints:
- Verify that returns and refunds systems can handle increased volume.
- Maintain buffer stock for popular lines.
- Track daily courier performance and depot congestion.
- Use contingency carriers where necessary.
7. Reduce Risk by Participating in Ombudsman Schemes
Membership of Dispute Resolution Ombudsman (DRO) strengthens consumer confidence and demonstrates commitment to responsible retail practice.
Benefits include:
- Independent dispute resolution
- Guidance on industry best practice
- Training support on compliance and customer care
- Enhanced trust through accreditation
Retailers enrolled in an Ombudsman scheme often see reduced complaint escalation and improved customer loyalty.
8. Retailer Checklist for Festive Delivery Readiness
Before peak season:
- Review courier reliability and capacity forecasting
- Align marketing promises with operations
- Build margin into cut-off times
- Refresh staff training on delivery rights and essential-date cases
During peak season:
- Monitor daily performance
- Communicate proactively with customers
- Keep courier visibility high
- Escalate potential failures early
After peak season:
- Analyse delivery failures
- Conduct post-mortem with courier partners
- Adjust forecasting for next year
A Final Note
Well-managed festive fulfilment enhances loyalty and protects brand reputation. By combining realistic delivery promises, proactive communication and robust courier management, retailers can reduce risk and navigate Christmas with fewer complaints and greater customer satisfaction.
As with many aspects of complaints handling, communication is key. The Ombudsman has developed training materials bespoke to the logistics element of the supply chain. Suitable for couriers and retailers alike, it provides learnings and insights into the challenges faced by each in fulfilment of the delivery of goods to consumers, better enabling them to work together and minimise complaints from the end users. For more information and guidance on membership, best practice and dispute resolution, visit www.disputeresolutionombudsman.org.
