Delivery platform 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 during the most important trading period of the year.
However, even during peak season, retailers only capture these high-value opportunities if shoppers can act on them. Whether it’s frozen party food or multipacks, customers often hold back when they realise they will need to carry everything home.
That hesitation can lead to lost margins for grocery and convenience retailers, where basket weight and size can often be 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.
“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.”
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.
“These findings show that scheduled same-day delivery isn’t just operational convenience - it’s a revenue lever,” added 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.”
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