Few things are more frustrating than a delivery that never arrives, or one that does but arrives damaged. Suddenly, you’re filing a claim with the carrier, chasing a replacement, and hoping the next one arrives safely. All while avoiding that dreaded negative review.
Even as a consumer, you’ve probably been on the other side of that story: waiting for a package that never shows up, refreshing tracking links, and wondering who to contact.
During peak season, these situations become even more common. Across Europe, parcel losses rose by about 20% during the Black Friday and Cyber Monday weeks in both 2023 and 2024, with damages spiking sharply by +34% in 2024, according to our Peak Season Index.
It’s no surprise shoppers are looking for more control. Many prefer lockers and pick-up points to avoid failed deliveries.
For you, this shift is a real opportunity to improve both efficiency and customer satisfaction. Out-of-home delivery options reduce failed deliveries, lower operational costs, and give shoppers the control they crave during the busiest weeks of the year.
In this blog, we’ll explore how retailers can turn changing delivery expectations into an advantage, from understanding why shippers trust lockers more than home delivery, to how delivery flexibility drives conversations, loyalty and brand confidence.
The growing demand for flexibility
Flexibility is the new standard among online shoppers. According to the Sendcloud Peak Season Index 2025, conducted among 2,000 online consumers in France and the Netherlands, 63% said that having multiple delivery options matters more than delivery speed. At the same time, 72% believe retailers should offer flexibility that fits around their daily routines.
This marks a clear cultural shift: consumers are redefining what “fast” really means. For today’s shoppers, fast isn’t necessarily “next day.” It’s “fits my life.”
During the holidays, when routines are hectic, cities are crowded, and carriers are overloaded, convenience and control matter more than saving a few hours on the delivery time. Consumers want the freedom to choose when, where and how: home delivery when they’re around, lockers when they’re not, and clear updates along the way.
For retailers, this shift is both a challenge and an opportunity. Operationally, it means moving from a one-size-fits-all approach to a flexible delivery ecosystem that adapts to the shopper’s lifestyle.
That way, retailers can turn logistical flexibility into emotional confidence. That’s what today’s shoppers are really buying during peak season: peace of mind that fits their lives.
Consumers trust parcel lockers more than home delivery
Nothing kills holiday cheer faster than a “Sorry, we missed you” card.
That’s why 63% of consumers say they prefer using lockers or pick-up points to avoid missed deliveries during the holidays. This preference is even stronger in France (74%), where locker accessibility has made it a mainstream delivery habit.
Each failed attempt adds cost for the retailer, delay for the customer, and frustration for both. During high-pressure weeks like Cyber Monday, redelivery rates can double, creating a vicious cycle of inefficiency that affects even the most efficient operations.
Parcel lockers solve that problem efficiently. They eliminate dependency on customer availability and turn delivery into a self-service experience. Instead of waiting at home, shoppers can collect parcels on their schedule from a location that fits their daily routine, such as a supermarket, train station, or convenience store.
The psychological effect is powerful. When consumers feel in control, they’re not just happier, but more forgiving if their parcel gets delayed. And during a hectic peak season, forgiveness is gold.
Lockers make delivery feel secure
Parcel lockers are also a matter of safety. 74% of shoppers say that using a locker feels safer than leaving a package at their doorstep.
The reasoning is simple: lockers remove uncertainty. No more worrying about theft, weather damage, or neighbors handling your parcel. In dense urban areas like Paris or Amsterdam, this sense of security can make or break a retailer’s reputation.
When shoppers feel their order is in safe hands, they associate that feeling with the retailer, not the carrier. That emotional link fuels trust, which fuels repeat purchases.
Parcel lockers increase the rate of successful deliveries
Almost 80% of consumers say they never fail to pick up parcels delivered to lockers or pick-up points. In France, that number jumps dramatically to 83%, showing that adoption and reliability go hand in hand.
This high pick-up success rate has major operational benefits. It reduces redelivery attempts, prevents backlog at depots, and shortens average delivery cycles. For customers, it means smoother experiences and fewer delays. What does it mean for you? It means fewer “where’s my order?” tickets and more repeat purchases.
From a logistics perspective, lockers transform the last mile into a shared, optimized route, consolidating deliveries that would otherwise require multiple stops. This efficiency not only reduces cost but also carbon emissions — aligning reliability with sustainability, two values increasingly driving consumer behavior.
What this means for you: Turning insights into action
The findings make one thing clear: flexibility is expected.
Here’s how retailers can turn these insights into concrete action this peak season:
1. Offer real choice at checkout
Shoppers want control. Make it easy to compare and select between home, parcel locker, and pick-up delivery options. Visual maps, estimated delivery times, and nearby service points increase trust and completion rates.
2. Reinforce the emotional benefits of lockers
Communicate not just convenience, but peace of mind. Use simple language like “no missed deliveries,” “safe 24/7 collection,” and “pick up when it fits your day.” Marketing that speaks to relief and reliability resonates strongly during stressful shopping periods.
3. Communicate proactively
Delays happen, but silence breaks trust faster than any delay can. Use automated tracking messages to keep customers informed at every stage, also when the parcel gets delayed. Transparency builds confidence, even when things don’t go perfectly.
There are more things you can do to avoid delays during this season. Find out more about it in our article about delivery delays.
4. Use data to prepare for peak weeks
Monitor your own carrier performance, delivery exceptions, and regional locker capacity in the weeks leading up to Black Friday. Data helps identify pressure points before they affect the customer.
Retailers using data-driven tools like Shipping Intelligence can spot bottlenecks early and redirect parcels to available lockers or carriers automatically, minimizing disruption without manual effort.
5. Balance reliability and sustainability
Lockers don’t just improve the customer experience; they reduce delivery mileage and emissions. As sustainability becomes a purchase driver, this double benefit strengthens brand trust in the long term.
Parcel lockers as a long-term trust strategy
The preference for lockers isn’t just a holiday trend; it’s a structural shift in how Europeans shop online.
Most French consumers say they now regularly collect parcels from lockers or pick-up points, and adoption in the Netherlands is accelerating every year. As consumers grow more conscious about reliability and sustainability, parcel lockers have become the meeting point between convenience and confidence.
For you, this means delivery is no longer the end of the customer journey. It’s actually a continuation of the brand promise. Offering flexible, transparent, and safe delivery methods signals professionalism, empathy, and readiness, qualities that shoppers reward with loyalty.
During peak season, when trust is tested the most, lockers are what keep that trust intact.
Conclusion: From holiday stress to lasting confidence
Black Friday. Cyber Monday. Christmas. Three weeks that can define your entire year as a retailer, and test every promise made to customers.
In 2025, the message from consumers is clear: flexibility builds confidence. Shoppers don’t expect perfection; they expect honesty, choice, and safety. They want delivery that works around their lives, not the other way around.
Parcel lockers and pick-up points deliver that flexibility. They reduce missed deliveries, lower costs, and ease operational strain. But more importantly, they build trust at the moment customers need it most.
If you are preparing for another record-breaking peak season, that’s your opportunity to turn the pressure of the holidays into proof of reliability.
Explore more insights in the Peak Season Index 2025 and see how flexibility and reliability will shape e-commerce success this holiday season.
