Peak trading is already underway, but growing demand is only part of the story. As Cyber Weekend and Christmas approach, the question is not simply whether retailers are ready, but how quickly they can read the signals and adjust. They must give increasingly deliberate consumers confidence to buy, while ensuring each transaction supports profitability and lasting customer relationships.

During Australia Post’s ‘Peak Halftime Huddle’ webinar, leaders across retail, logistics and consumer finance explored how that challenge is unfolding. Their observations pointed towards a season in which trust, operational alignment and clearly communicated value will matter alongside price.

Demand is moving, but shoppers are calculating

Australia Post executive GM of network operations Shane Plant reported parcel volumes had risen 7.8 per cent over the preceding four weeks compared with the same period last year. He said Australia Post expected peak volumes to grow between 6 and 8 per cent, exceeding 120 million parcels, and was recruiting 3900 Christmas casuals.

That delivery capacity also shapes how long retailers can keep trading before Christmas. The final sending dates are designed to maximise trading days while maintaining reliable delivery, with December 19 outlined for StarTrack Road Express, December 21 for Parcel Post to most locations, and December 23 for Express Post, available Metro services and StarTrack Premium. Plant urged retailers to check the domestic and international dates on Australia Post’s website and speak with their account manager if unsure, making those service specific deadlines an important reference point for customer delivery promises.

The network figures pointed to momentum, but the shopper discussion revealed the calculation behind that demand. Victoria Devine, founder and CEO of She’s On The Money, explained that greater thought, anxiety and calculation sat behind consumer purchases during this peak trade period. “They are absolutely still participating in this economy, but I think they are being so much more deliberate about how they do that,” she said.

Devine cited Australia Post research showing 81 per cent of shoppers shopped around for deals and 59 per cent said they would never buy at full price. She also noted that 29 per cent of shoppers bought Christmas gifts earlier last year, compared with 8 per cent who shopped later. Devine argued that retailers were competing not only with other businesses, but with consumers’ willingness to wait.

For Devine, converting that demand meant reducing uncertainty, not simply increasing pressure to spend. She urged retailers to make purchases easier to justify by clearly explaining value, shipping costs, delivery expectations and returns. “People will remember the business that made things easier for them,” she said.

Value cannot come at the expense of margin

Chris Rodwell, CEO of the Australian Retail Council, described an industry balancing cautious optimism with pressure on profitability. He warned that sales growth did not necessarily translate into stronger margins, particularly during heavily discounted events.

Rodwell urged retailers to protect margin while delivering genuine value. He also argued that peak should help retailers develop customer relationships ahead of an anticipated moderation in trading conditions after Christmas.

“We want to see sustained growth for retailers, no matter what subsector you’re part of, and so really think about how you can protect that margin while still delivering fantastic value,” he said. 

Kip&Co CEO Chris Miles explained that seasonal traffic offered an opportunity to showcase the brand, rather than compete on price alone. Alongside competitive pricing, the retailer was introducing new products and collaborations to reinforce its distinctive proposition.

“In our balanced approach, yes, we’re price competitive for our existing ranges and our existing customers, but we also like to surprise and delight,” he said. “So, at this time of year, we’re really deliberate about bringing new products to market.”

At Wesfarmers Health, GM e-commerce and loyalty Leela Sennitt described a broader approach to rewarding customers through Pulse Rewards. Member promotions were complemented by goodie bags, exclusive experiences and early access. “There’s lots of ways that we can deliver value to our customers beyond price,” she said.

Both approaches treated peak as an opportunity to build preference rather than rely entirely on price.

The customer promise depends on operational alignment

Giving customers a reason to buy is only one part of the task, the next is ensuring the experience matches the promise. For Adairs Group CEO Elle Roseby, improving execution meant examining the previous season’s problems collectively across logistics, product planning, stores and customer service. “We’re not a siloed business,” she said.

She explained that the retailer had addressed upstream issues, including packaging and customer communication, to improve the experience downstream. Adairs was also recording double digit increases in click and collect and had worked to resolve split orders that previously generated customer service calls.

“We want to make sure that experience is incredibly seamless because we know as soon as that customer comes into the store, there is a high propensity for that customer to buy more when they’re in the store,” Roseby said.

Miles similarly emphasised alignment at Kip&Co. Customer care needed to understand which products were being promoted, while warehouse teams needed visibility of expected daily volumes. His objective was an experience that encouraged customers to return beyond peak. “For us, the really big win is getting a repeat purchase outside of peak period,” he said.

Sennitt highlighted the importance of fulfilment choice, including standard and fast delivery, click and collect and Australia Post Parcel Lockers. She explained that collection options gave customers greater convenience without requiring them to organise their day around a delivery.

Australia Post executive GM, parcel post and e-commerce services Gary Starr highlighted another practical dependency. Accurate lodgement, suitable packaging and readable labels helped parcels move efficiently through the network.

“It sounds really basic, but a bad label can’t get read, goes around the machine three times, takes up a cell that another parcel could have been on,” Starr said.

Turn the signals into action

Before the busiest weeks arrive, retailers still have opportunities to address where interest fails to become a purchase, or where a purchase fails to become a positive experience.

Devine recommended reviewing the buying journey and answering customers’ questions before they needed to ask them. Sennitt urged retailers to streamline checkout and reported improved conversion after introducing Apple Pay and Google Pay.

Their advice, alongside the operational lessons from Roseby, Miles and Starr, suggested clear priorities for the remaining season. Make value, delivery timeframes and returns easy to understand. Check that promotional plans are aligned with customer service and fulfilment capacity. Remove unnecessary checkout steps and review packaging and labelling before volumes build further.

Finishing the peak period strongly means more than securing the next transaction. It means protecting margin and delivering an experience that gives customers confidence to return.

• For more insights on shopper behaviour, delivery and finishing peak strongly, watch Australia Post’s Peak Halftime Huddle on demand here.