A shopper forgives a lot, but not a late parcel after a big sale. Black Friday pushes more parcels through couriers than any other time of year, and delays are common. The brands that keep customers are the ones that set honest expectations early.
Talk to your courier now
Don’t wait for November. Ask your courier or fulfilment partner:
- What are their peak-season cut-off dates and volume limits?
- Do their delivery times change during the sale period?
- How do they handle failed deliveries and tracking updates?
Get the answers in writing, and ask what their backup plan is if volumes spike.
Set delivery dates you can keep
It’s better to promise a little longer and deliver early than the reverse.
- Add a buffer to your normal delivery time for the sale period.
- Show the new delivery time on product pages, in the cart and at checkout.
- Say clearly what the last order date is for the festive season.
Prepare your warehouse
Stock that’s easy to find ships faster. Before the sale:
- Tidy and label your shelves so pickers can move quickly.
- Pre-pack your hero products if they’re likely to sell in volume.
- Order enough packaging for more orders than you expect.
Communicate after the order
Most “where is my order?” messages come from silence. Send a confirmation, a dispatch notice with tracking, and a message if anything is delayed. Every update you send saves a support query.
Plan for returns
Sales bring returns. Decide your returns window and process, and make it simple to explain. A clear policy reassures hesitant shoppers before they buy.
Have a plan for when it goes wrong
Some parcels will be late. Decide in advance who contacts the customer, what you offer (a refund, a credit, a quick resend) and how fast you respond. A fast, honest apology often turns a complaint into loyalty.
For more on turning delivery into a selling point, read our guide to ecommerce delivery in South Africa.
