Next-Day Delivery: Convenience or Costly Mistake?

Next-Day Delivery: Convenience or Costly Mistake?

We hear it all the time: "Customers demand next-day delivery." But do they really? Or has the industry created this expectation, only to struggle with the consequences? If next-day delivery wasn’t offered, would shoppers still demand it, or have we simply conditioned them to expect instant gratification?

The Instant Gratification Trap

Next-day delivery makes shopping feel effortless. See it, want it, have it. But much like a child begging for a new toy, the urgency often fades just as fast. How many times have you ordered something, only for it to sit in the hallway for days before you even open it? The reality is, faster shopping encourages impulse purchases, and impulse purchases mean more returns – a costly nightmare for retailers and a disaster for the planet.

The Return Rate Spiral

Fashion returns are already out of control, but the speed at which we buy (and return) is making things worse. Shoppers order multiple sizes and colours, knowing it’s easy to send things back. The result? Higher costs, more waste, and a staggering environmental impact. Every returned item has a carbon footprint, from transport to repackaging, and many never even make it back into circulation. Reports suggest the average garment is bought and returned five times before it finds its final home, that’s if it ever does – it’s estimated 30% of all clothing produced is never sold.

Overproduction & Waste

Returns don’t just hit profits, they drive overproduction. Buyers place repeat orders based on sales figures, but by the time the true scale of returns is realised, stock is already on its way. It’s a vicious cycle that leaves brands sitting on piles of unwanted clothes, many of which end up heavily discounted, destroyed, or dumped in landfill.

The Role of 'Buy Now, Pay Later'

The rise of 'Buy Now, Pay Later' (BNPL) options has further fueled the immediacy mindset. While these services offer financial flexibility, they also encourage spontaneous purchases, often without immediate financial consideration. This ease of transaction can lead to higher return rates, as consumers may regret or reassess their purchases once the initial excitement wanes, or once they see their bank balance at the end of the month!

The Other Side of the Coin

Next-day delivery isn’t all bad. It enhances customer satisfaction and drives conversions, particularly for urgent purchases. But for the fashion industry, which already struggles with excessive waste, it’s a model that may be doing more harm than good.

Do We Really Need It Tomorrow?

Some brands are pushing back. Adanola, This Is Unfolded, and Batch LDN have built business models that encourage slower, more mindful shopping. Limited drops and pre-order systems mean customers are happy to wait, knowing they’re getting something they really want, that’s worth keeping. The streetwear world thrives on scarcity - just look at Corteiz, Off-White, and Supreme, where waiting isn’t a hassle, it’s part of the hype. The result? Fewer returns, less waste, and more customer loyalty.

Time for a Rethink?

So, do we really need next-day delivery? Or have we just got used to it? With retailers facing financial pressures and consumers becoming more aware of waste, maybe slowing things down is the smarter move. If you really need something urgently - well, you could always go old school and visit a shop.