Stuart says retailers could be missing out on big-ticket impulse sales this December, with partner results showing shoppers spend nearly five times more when delivery isn’t a barrier. The company warns that “carry-home friction” is still stopping customers from acting on spontaneous purchases, costing retailers valuable margin at the most important trading moment of the year.
December remains the biggest month of the year for retail spend, with shoppers buying more frequently and making more spontaneous, in-the-moment decisions as they prepare for Christmas. With 7 December consistently recognised as one of the busiest pre-Christmas shopping days, retailers are preparing for heavier baskets and higher footfall across categories.
But even during peak season, retailers only capture these high-value opportunities if shoppers can act on them. Whether it’s bulky DIY items, heavy homeware or frozen party food and multi-packs, customers often hold back when they realise they will need to carry everything home. That hesitation means lost margin, not just for grocery and convenience retailers, but for DIY chains, discounters, home retailers and variety stores, where basket weight and size are frequent purchase barriers.
“Impulse is incredibly valuable at Christmas, but retailers only see the benefit if they remove the friction that stops shoppers following through,” says Ricardo Amorim, chief revenue officer at Stuart. “When customers worry about carrying heavy or awkward items home, they hesitate and that hesitation means lost sales.”
Stuart estimates that a significant proportion of potential impulse purchases, especially bulky or heavy items, never make it to the till because shoppers don’t want the hassle of carrying them home. In peak season, shoppers don’t just skip aisles, they skip purchases. Same-day scheduled delivery removes that barrier and keeps those incremental sales intact.
This is exactly the barrier Stuart is helping retailers remove. Through partnerships with major UK retailers, Stuart enables customers to browse in-store as usual, choose whatever appeals in the moment and then book either a same-day or next day delivery slot to get everything home later. The model combines the inspiration and discovery of in-store shopping with the convenience of rapid, flexible delivery.
“The commercial impact is significant. Same-day scheduled delivery has been shown to drive average basket values of around £75, almost five times higher than a typical in-store basket. The service supports higher customer loyalty and acquisition, with a strong update among returning shoppers and those new to retailers’ delivery channels.
“These findings show that scheduled same-day delivery isn’t just operational convenience – it’s a revenue lever,” adds Amorim. “When shoppers don’t have to carry heavy or bulky items home, they buy more. It’s as simple as that. This Christmas will be a tipping point where delivery becomes an expected part of the in-store experience,” he adds.
The trend extends far beyond grocery. Across retail, shoppers now expect the freedom to browse and buy in-store while enjoying delivery options that fit their day. From power tools to homeware gifts to large seasonal décor, retailers offering fast, flexible fulfilment can convert inspiration into sales, especially during December, when big-ticket, bulky and premium purchases spike.
“It’s no longer enough to offer fast delivery from a warehouse,” says Amorim. “The retailers who win Christmas 2025 will be those who make it effortless for shoppers to give in to festive temptation, whether that’s an extra bottle of prosecco, a last-minute gift, a set of shelves or a trolley full of party platters.”
Stuart expects demand for flexible, shopper-first delivery to surge as the Christmas peak begins, particularly around key trading moments like 7 December. And the momentum seen across its retail partners suggests a broader shift: same-day scheduled delivery is quickly becoming a year-round expectation, not a seasonal perk.
Stuart powers delivery for major retail and QSR partners across the UK and Europe, including Iceland Foods, Tesco, Zapp and Pizza Hut in the UK; Intermarché, Carrefour and Franprix in France; and KFC in Poland.
