Even the best delivery plans need a little flexibility. A hot item sells faster than forecast. A store runs short. The package contains missing or damaged items. It’s not disorder, it’s just retail, and that’s why adaptability matters. When retailers’ timing shifts, customers still expect fast and reliable delivery, and many are willing to pay for it.

That urgency intensifies during peak seasons, when order volumes climb and customer expectations hit their highest points. A recent survey of more than 1,000 online shoppers conducted by Roadie and Supply Chain Dive’s studioID found that:

• 68% are willing to pay extra for delivery within 24 hours when timing really matters.
• Most will spend $10 to $20 for bulky or high-value items like TVs, appliances or jewelry.
• 65% say they’re happy with the delivery result.
• Nearly half have hesitated to buy large items online because of delivery concerns.
• And about 50% decided to shop elsewhere after a poor delivery experience.

The takeaway? Shoppers don’t always expect perfection, but they do expect options. Retailers that can pivot fast, reroute an order, adjust a window or offer a same-day upgrade earn loyalty by delivering on their commitments.

Flexibility keeps deliveries on track during peak seasons

Meeting delivery commitments is essential, but staying on target is essential once peak season kicks in. Shoppers want their orders fast, including big, bulky or awkward goods. 

That’s when flexibility becomes the real advantage. When a store runs out of stock, a customer changes delivery details or inventory arrives late in the day, the companies that can adjust fast are the ones that keep their promises.

“People buy different types of items during the holidays, often with higher value,” says Chris Grubb, head of marketing at Roadie. “This creates opportunities for retailers because customers are trying new stores, experimenting with new delivery options and buying items they don’t normally buy — often on a tight schedule.”

That urgency builds as the holidays get closer. A customer who’s calm on December 5 may start to get anxious on December 18, knowing that the gift-buying window is closing fast. Retailers that leverage a variety of last-mile solutions can shift fulfillment timing or expedite priority orders without missing a beat. 

Right location, right time and excellent visibility

Customers pay for speed when the stakes are high, and not all of them want (or expect) free delivery. Some shoppers see value in choice, not just cost. The more valuable or urgent the item, for example, the more likely they are to choose and pay for faster delivery. 

Big or bulky products, expensive electronics and time-sensitive items all push shoppers to look for options they can trust. Grubb says that willingness also shifts by location. Rural deliveries can carry a different urgency than urban drop-offs, but the goal stays the same: get the order where it needs to be when it needs to be there.

“When customers opt to pay for delivery, their expectations go up,” says Grubb. “It comes down to value expected versus value received. If you’re paying for delivery, you expect performance: right location, right time and excellent visibility into the delivery process.” With nationwide coverage, Roadie gives retailers the transparency and control that customers expect during the busiest shopping weeks of the year.

Give shoppers choices that make sense

Fast delivery may get a customer’s attention, but flexibility earns their loyalty. Shoppers remember the retailer that goes the extra mile, whether it’s offering same-day delivery for a missed birthday gift or providing real-time tracking that gives customers peace of mind. 

These capabilities matter in a world where shoppers can switch brands with a single tap or click. 

Grubb says customer loyalty starts with giving shoppers choices that make sense. Some care most about speed and others about certainty, but they all want options that they can trust. “If you want to build loyalty,” he says, “you have to offer choices that matter and then deliver on your promises.”

Loyalty blossoms when retailers make good on those promises. Every successful delivery builds confidence and proves customers can count on the brand. Consistent follow-through earns repeat business.

Using a flexible network built to handle peak demands

Retailers need delivery options that can handle all customer orders, from small to bulky items and everything in between. A network that can move products up to 200 pounds or 12 feet long takes the guesswork out of logistics and keeps fulfillment running smoothly.

Free and premium options both matter during peak seasons, when speed, volume and customer expectations are climbing. Some shoppers expect free delivery, while others pay for faster or more convenient choices. Retailers who understand this can provide delivery options that match their customers’ buying habits.

Grubb says the strength of Roadie helps retailers manage it all. “With Roadie, you can deliver bigger, faster and farther,” he says. “That reach gives retailers the flexibility and visibility they need to be able to keep every promise, every time.”

Learn how same-day delivery keeps retailers on track when the pressure’s on.