Online shoppers would spend more to get same-day delivery

How important it is for British small businesses to be online and offer same day delivery to their customers? Studies suggest its vital. has compiled data from the British Retail Consortium, Internet Retailing Magazine, as well as their own independent research to identify Brits’ changing attitudes towards online spending.

Internet Retailing Magazine has predicted that £67 billion will be spent online in 2017, 40 per cent of which will be over mobile devices such as smartphones.

Converting online browsing into actual purchases should remain a priority for retailers, with a reported 74 per cent of baskets abandoned in 2016. With ‘load times’, indicating the speed of a website,  around 10-25 per cent slower in the UK than in the US, every second counts. Indeed, Google research reveals that improving load times by just one second can increase conversion rates by 27 per cent.

Research conducted by shows the UK tops the list of countries searching for same day deliveries, beating both the United States and Australia. decided to dig deeper into the same-day delivery consumer trend. A survey of 523 participants revealed the following:

52 per cent say they would specifically choose a retailer that offered same day delivery over those that didn’t.

67 per cent of participants would spend more if it meant they would get same-day delivery

36 per cent of respondents state they would pay £10-15 for same-day delivery when in a pinch.

34 per cent were most likely to use same-day delivery for Valentine’s day, 28 per cent for birthdays,

31 per cent for Christmas and 7 per cent for other occasions.

Men were most likely to use same-day delivery for Valentine’s day, and women would use it for birthdays.

Females aged between 26-35 were most likely to opt for same-day delivery.

The key words ‘same day delivery’ was the most common searched term on Google in London, with search results identifying Birmingham a close second.

Queries into same day delivery from retailers peaked several times in 2016. It was most searched for on Google from the 7th to the 13th of February (or just before Valentine’s day), then again at the beginning of May, then from the 14th and 20th of August, just in time for last-minute summer holiday purchases, and finally, just before Christmas, where the search peaked from 14th to the 24th of December.

With companies, such as Amazon offering same day delivery, and Tesco dipping their toes into one-hour delivery service, consumers are wanting their purchases to land on their doorstep faster than ever.

The food sector would appear to be benefitting most from online retailing, with a 17.6 per cent year-on-year growth, according to ONS. Revealing that it pays to be online, other sectors are also seeing a year-on-year growth in e-commerce sales:

Department stores: +8.5 per cent

Clothing, footwear and textile stores: +11.7 per cent

Household goods stores: +9.2 per cent

Other stores: +11.3 per cent

According to Google trends, the most desired purchases to be delivered the same day were flowers, cakes, chocolate and finally balloons.

Tomas Zalatoris, CEO of, says, ‘It comes as no surprise that customers want same-day delivery. With the success of services such as Amazon prime, a consumer’s delivery expectations are getting bigger and the time they are happy to wait for products is getting smaller. Millennials have been brought up alongside the digital boom, where everything is available instantly. Retailers need to be where consumers are, which as Millennials grow up, is increasingly online.’

Survey Results - Delivery options

Further reading

Owen Gough, SmallBusiness UK

Owen Gough

Owen was a reporter for Bonhill Group plc writing across the and titles before moving on to be a Digital Technology reporter for the

Related Topics

Shipping and Delivery