Delivering Chaos: Christmas shoppers won’t wait for late parcels if strike threats become reality
For shoppers racing to get gifts under the tree, one thing matters above all else: confidence their parcels will arrive on time. And with Unite members at UPS balloting for strike action, our latest research shows something retailers can't ignore— shoppers are poised to change their festive buying habits the moment delivery reliability starts to wobble.
And the headline is clear: two in three shoppers would switch retailers if delivery strikes threaten Christmas orders.
Shoppers Have a Strike Plan
If a delivery is disrupted, shoppers are ready to take matters into their own hands:
31% would order from another retailer, hoping that their parcels would arrive on time
32% would head to the high street, with over-65s making up a quarter of that group, showing that older shoppers are particularly likely to pivot to in-person options when delivery certainty is threatened
This behaviour highlights how quickly shoppers can abandon their original plans. Convenience and loyalty take a back seat when certainty is at risk—especially during the Christmas countdown. Retailers without a backup plan risk losing customers the moment delays loom, with shoppers eager to secure gifts elsewhere rather than wait it out.
63% Are Ready to Walk Away
Timing is everything during the Christmas rush, and shoppers aren’t willing to gamble on late deliveries. According to our survey, 63% of shoppers say they would switch retailer entirely if delays were likely, showing just how conditional festive loyalty can be.
The less popular options reveal interesting patterns:
Only 6% would stick with the same retailer and wait it out
Just 7% would opt for a digital workaround like an e-voucher—mostly younger shoppers aged 18–34, who are more flexible about gifts arriving after the big day
These figures underscore a simple truth: if delivery certainty falters, shoppers don’t hesitate—they act fast. Even well-established retailer–customer relationships are at risk when promised delivery windows aren’t guaranteed, making contingency planning and clear communication essential.
In our CX programmes, fulfilment consistently emerges as one of the strongest drivers of overall satisfaction in online retail journeys. As the final touchpoint in the experience, it is also one of the most memorable, which makes getting it right even more critical. Retailers risk losing meaningful revenue if strike action disrupts Christmas deliveries, even when shoppers do not blame them directly. What matters most to customers is clarity, choice and communication, making it vital for retailers to stress-test delivery partnerships and protect the festive experience.
Shoppers Know Who’s to Blame
When delays strike, shoppers are clear-eyed about where responsibility lies. While retailers may fear reputational fallout, consumers tend to direct their frustration elsewhere.
Who gets the blame for strike-related delays?
29%: delivery company
21%: striking workers
13%: government
12%: trade union
12%: retailer
This shows that while retailers may lose sales, their brand credibility is less likely to take a hit. Shoppers understand the difference between a failed delivery system and a retailer’s fault—but understanding doesn’t prevent them from taking action. Those who fail to provide options and clear communication still risk losing customers to competitors who can deliver certainty.
What Shoppers Want: Options and Updates
Top priorities if disruption hits:
Switch to an alternative delivery method (33%)
Regular updates from the courier (23%)
Reserve in-store for collection (17%)
Updates from the retailer (15%)
Extended returns? Only 11% care. Shoppers want delivery certainty, not consolation prizes.
The Bottom Line: Certainty Wins Christmas
This Christmas, the edge isn’t the deepest discount or flashiest campaign—it’s certainty. Shoppers want gifts delivered on time, and they judge retailers by how well they respond to disruption. Those who communicate clearly, offer flexible options, and stay in control of the customer experience will be the ones who win both sales and loyalty.
Even if shoppers know delays aren’t the retailer’s fault, they won’t wait around. The retailers who are prepared, transparent, and flexible will keep their customers—and their revenue—while everyone else risks being abandoned.
Click-and-collect options, alternative delivery methods, and proactive updates can make the difference between keeping a sale and seeing a shopper defect to a competitor. Being prepared isn’t just a nice-to-have—it’s a business-critical strategy for protecting festive revenue and maintaining trust.
Want to Know How Your Customers Will React?
At The Harris Poll UK, we help brands decode consumer behaviour at critical moments—from peak trading to crisis scenarios. If you want insight into how delivery disruption could affect your audience, test messaging, or stress-test customer experience strategies, we can help.
Contact our team today to understand what your customers will do next—and how to stay one step ahead.