What Consumers Need to Know About Delivery Promises, Delays and Their Rights
With Christmas fast approaching, shoppers across the UK will again be looking for the reassurance of “Guaranteed delivery in time for Christmas.” But recent years have shown that festive fulfilment is far from guaranteed. Courier networks run at maximum capacity and weather-related disruption is increasingly common.
At the same time, consumer expectations remain high. Whether purchasing gifts, home accessories or “big-ticket” furniture ahead of festive hosting, shoppers need clarity on what retailers must provide—and what they can do to protect themselves.
This article explains the key risks, retailers’ obligations, and practical steps consumers can take to improve the chances of their order arriving on time.
Delivery problems: a growing concern
Recent national reports[1] show a significant rise in delivery issues:
- 15 million consumers reported a problem with their most recent parcel delivery.
- Ofcom’s latest review found major differences in performance in terms of on-time delivery and customer service.
- 37% of people with accessibility needs said they were unable to tell the courier what support they required.
- Common problems include parcels left without consent, late or missed deliveries, and poor communication.
These findings reveal a crucial but often overlooked fact: even if a retailer dispatches an item on time, the courier they use can determine whether it actually arrives before Christmas…and this is a factor over which the consumer often has no control or choice!
For this reason, many retailers now avoid making broad “guaranteed delivery” promises, instead giving specific cut-off dates or excluding certain items.
What are retailers legally obliged to do?
1. Delivery rules under the Consumer Rights Act 2015
Goods must be delivered within 30 days of placing the order, unless a longer time is agreed– not uncommon in “big-ticket” furniture items, or goods arriving from overseas for example.
Where a retailer has clearly agreed to “delivery by Christmas”, this becomes a legally binding term. If they fail to meet it, the consumer may be able to cancel the contract and obtain a full refund.
2. Statements in advertising
Consumers can rely on clear, specific delivery promises. General statements—such as “Christmas delivery available”—may not be enforceable unless these are linked to specific cut-off dates or delivery methods.
3. Distance-selling protections
For online purchases, consumers have a 14-day cancellation right from the day after delivery. However, this is not especially helpful when the main issue is late delivery rather than an unwanted item.
4. Specifying that Christmas delivery is essential
Consumers can tell a retailer that delivery by a certain date is essential. If the retailer accepts this (verbally or in writing), and the item arrives late, the consumer can legally reject the goods and obtain a full refund.
Understanding courier risk: a critical consideration
Delivery isn’t only about when the retailer dispatches—the courier matters.
Why courier choice is important
- High-performing couriers consistently deliver on time.
- Lower-performing firms are statistically more likely to miss Christmas deadlines.
- Some couriers have long-standing accessibility and tracking issues.
- Parcels often pass through multiple depots during peak season, increasing risk of delay.
What consumers can do:
- Ask which courier the retailer uses before placing an order.
Check if the courier has had recent negative performance reports. You can also check whether a courier is a member of an Ombudsman or other Alternative Dispute Resolution scheme. Whilst this may not give you a route to redress if your contract is with the retailer, it does show a commitment to responsible, consumer-centric business practices.If delivery by Christmas is essential, ask whether an upgraded or more reliable delivery service is available.
Including courier choice in pre-purchase checks made by consumers significantly improves the chances of festive delivery success.
Top Tips for Festive Furniture & Gift Orders
- Check whether the retailer belongs to an Ombudsman scheme for extra protection.
- Record delivery promises and courier details.
- Ask directly about peak-season delays.
- Get essential delivery dates in writing.
- Keep communication open—early intervention prevents disappointment.
A Final Word from the Ombudsman
Kevin Grix, CEO and Chief Ombudsman of Dispute Resolution Ombudsman, notes:
“As we approach the festive season, customers are offered an additional layer of protection when shopping with retailers enrolled in an Ombudsman scheme. Our members demonstrate responsible practice, help raise industry standards, and show their commitment to treating customers fairly.”
For more information about Dispute Resolution Ombudsman visit www.disputeresolutionombudsman.org
[1] Parcel problems reach record as 15 million people are let down on the doorstep - Citizens Advice
