With Black Friday & Cyber Monday around the corner, ecommerce experts recommend focusing on free rather than fast shipping
With BFCM around the corner, ecommerce marketing automation platform Omnisend conducted a survey of 1,000 Canadians about their shipping time preferences and found that 51.7% of respondents are willing to wait for more than a week for their parcel to arrive if it means they’ll get the item for a lower price.
Offering longer shipping windows in exchange for discounts can be a strategic move, as findings from a Shippom study reveal that 75% of online shoppers prioritize free over fast shipping.
Greg Zakowicz, senior ecommerce expert at Omnisend, notes:
“Many consumers expect delays during such high-demand periods as BFCM, so offering longer shipping times, paired with substantial discounts, can feel more authentic. Shoppers are conditioned to associate BFCM with great deals, not necessarily fast deliveries, and rushing to promise next-day shipping might diminish the perceived value of those discounts.”
“Brands that overly emphasize next-day shipping may be missing an opportunity to attract discount-driven shoppers.”
Fourth of Canadians would wait 10 days for a parcel if they get a discount
Research shows that the average parcel delivery time in Canada is 1.68 days. According to Omnisend’s survey, 78.6% of people are willing to wait more than 3 days for their parcel to arrive if it means they’ll get the item for a cheaper price. While 29.3% can wait 9 days and more -at least 5 times more than the average parcel shipping time in Canada.
Greg Zakowicz, senior ecommerce expert at Omnisend, says:
“As consumers become more price-sensitive, the huge popularity of companies like Temu and Shein shows that many are willing to wait longer for deliveries if it means significant savings.”
“For most shoppers, affordability now takes precedence over speed. Especially during the BFCM season, brands prioritizing fast delivery risk missing out on the growing demand for lower prices.”
Expert tips for BFCM shipping strategy
To help retailers make the most of Black Friday and Cyber Monday, Greg Zakowicz recommends:
- Prioritize Transparent Communication. Be upfront about delivery times. Shoppers expect delays during BFCM, so clear communication builds trust and sets proper expectations.
- Avoid Overcommitting to Speed. Slower, but cheaper shipping can actually enhance the appeal of your offers.
- Offer Tiered Shipping Options. Provide free standard shipping alongside faster, paid options. This lets you cater to both price-sensitive and convenience-focused customers.
- Use Shipping Time as a Sales Tool. Position longer shipping times as part of the savings. Customers are often willing to wait if it means securing a better deal.
- Monitor and Adjust. If long shipping times lead to cart abandonment, highlight guaranteed delivery dates, or use automated emails to offer additional discounts.
Methodology
The survey was commissioned by Omnisend and conducted by Cint in August 2024. A total of 4,000 respondents were surveyed across the US, Canada, the United Kingdom, and Australia. Quotas were placed on age, gender, and place of residence to achieve a nationally representative sample among users. The margin of error is +/-3 percent.
