Closer-to-the-deadline delivery has been a key trend in recent years, but high-profile delivery failures can backfire when it comes to customer retention/acquisition. And with this year’s well-publicised issues, even the most ambitious big names seem to be playing it safe.ParcelHero warned that existing deadlines were too optimistic, given ongoing driver shortages, port delays, weather and supply chain problems. So “some stores have now sensibly reduced their order window”, the delivery specialist said.

It’s published a list of ‘Responsible Retailers’ that have brought forward their Christmas final order dates.These include: ASOS (now a day earlier at 23 December); Boohoo, Harrods, Karen Millen, New Look, Topshop and Warehouse that were all 23 December but now moved to 22 December; Cath Kidston: (was 23 December, now likely to be a very early 15 December); and Urban Outfitters (was 22 December now 21 December).Head of Consumer Research, David Jinks, said: “Delivery issues are already biting. Right now, some retailers, such as ASOS UK, Cath Kidston, Joules, and The White Company have temporarily suspended their fastest, more expensive, next-day home delivery options, which is a sensible move.“Given the anticipated problems in supply chains and deliveries created by Covid-19 and Brexit, we were alarmed to find how close to the wire many retailers’ final online order dates were when we relaunched our Christmas deadlines tool again this year.Jinks added: “It’s good to see that some retailers are doing the responsible thing and pulling their final order dates earlier in December to allow time for delays and disruption.”