How to ensure agile logistics at Christmas without bringing Santa to his knees

Yet, behind this time of celebration, complex logistics come into play to ensure a smooth holiday period. Are you ready for a successful Christmas season in 2023?

During Christmas, consumption soars. People buy presents for friends and family but also food for festive meals. According to Kantar, consumers buy, on average, 10 % more items than a typical month. If consumers are expected to take a cautious approach to spending this year, mainly concerned about inflation and the complex geopolitical situation, most of them try to preserve the magic of the season. This year, French consumers expect to spend on average 549 euros for Christmas, a budget that is 19 % less than in 2022, but has been stable over the past seven years (CSA). More importantly, they plan to buy the same number of presents (7 presents, stable since 2019.). And not surprisingly, online shopping is expected to remain important. 

One of the main challenges in Christmas logistics is the significant surge in demand, both online and offline, which puts immense pressure on the entire supply chain. As many consumers still wait until the last moment to buy their present, last-minute orders need to be processed, packed, and shipped in a very short delay. More workers and loading space are required to manage the additional volumes of goods during this peak period. However, there is a labour shortage in the transport and logistics industry. For example, Germany lacks 80,000 to 100,000 truck drivers (source: Metro Logistics). Growing orders also often mean more returns, especially for online orders, which requires logistics players to allocate extra space and staff to manage this reverse-logistics. 

Whatever happens during the Christmas period, one thing is clear: companies need to be prepared in advance and ensure that the required infrastructure, technology, and staff are in place. Here are some useful advices to succeed during this hectic period: 

Christmas season is a critical time for companies. By working closely with your logistics partner, you can address the challenges of this peak season more efficiently and ensure that all the presents arrive under the Christmas tree on time!