Stuart: retailers missing out on high value impulse festive sales as carry home friction hits hard
Retailers could be missing out on big ticket impulse sales this December, according to Stuart, with its partner results showing shoppers spend nearly five times more when delivery isn’t a barrier.
It warns that “carry home friction” is still stopping people from acting on spontaneous purchases, costing retailers valuable margin at the most important trading moment of the year.
“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 company 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.
Through partnerships with various UK retailers, it 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 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."
“It’s no longer enough to offer fast delivery from a warehouse. 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 delivery to surge as the Christmas peak begins, particularly around key trading moments like 7th December. And it says 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.
Its retail and QSR partners across the UK and Europe include Iceland Foods, Tesco, Zapp and Pizza Hut in the UK; Intermarché, Carrefour and Franprix in France; and KFC in Poland.
2025 RTIH INNOVATION AWARDS
On demand delivery was a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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