The Impact of Last-Mile Logistics on Holiday Customer Satisfaction

he surge in online shopping during the holidays puts considerable pressure on retailers, supply chains and last-mile delivery providers. The number of U.S. packages delivered during the 2025 peak season will jump 5% from the previous year to 2.3 billion packages, primarily driven by an extra shopping day on the calendar, according to projections from ShipMatrix. High holiday surcharges imposed by parcel carriers could encourage businesses to divert volume to alternative logistics providers or build their own last-mile logistics network and deliver packages themselves, giving them greater control over the customer experience.

Amid rising customer expectations and high package volumes, here’s a look at how last-mile delivery has emerged as a decisive factor in enhancing customer satisfaction during the holidays.

Fast delivery has become table stakes during the holidays. When choosing between similarly priced in-stock retailers, 62% of U.S. consumers say faster shipping is the deciding factor in making a holiday purchase, according to the Peak Season Consumer Survey from Radial. The percentage of shoppers expecting two to three-day delivery increased from 19% in 2023 to 30% in 2025. Companies are expanding their last-mile logistics networks to help them make deliveries faster and more efficiently. Maersk has opened a 100,000 square-foot ground freight hub in Coppell, Texas. The new hub will help improve speed, reliability, and network coverage as delivery volumes rise heading into peak season. 

While fast delivery options remain popular, customers also value reliable and accurate deliveries. A single delayed delivery or unclear delivery update can lead to frustration, negative reviews, and potential loss of future sales. Retailers and logistics providers are increasingly turning to technology-driven solutions to increase operational efficiency, optimize driver performance, and enhance customer satisfaction. Delivery management platforms enable companies to dynamically adjust delivery routes based on real-time variables, ensuring reliable ETAs that reduce customer anxiety and customer service calls. 

Transparency has become a non-negotiable feature of modern logistics. Customers want to know where their packages are at all times and when they will arrive. Eighty-five percent of shoppers track their packages at least every few days, with one in four checking multiple times a day, especially young shoppers. Delivery management solutions offer real-time visibility and predictive ETAs, turning what was once a blind spot into a customer engagement tool. 

Visibility isn’t just operational, it’s reassurance during a high-stress shopping season. Delivery management platforms can help retailers turn delivery tracking into a branded customer touchpoint, providing live tracking, ETA notifications, and delivery status updates. Retailers leveraging these systems have seen reduced “Where is my order?” calls, fewer failed deliveries, and higher post-delivery satisfaction.

Consumers expect the freedom to choose how and when their orders arrive. Retailers that offer ship-from-store, buy online pickup in-store, curbside pickup, and same-day delivery can better respond to peak season surges, increase customer convenience, and improve customer satisfaction. Retailers leveraging multi-modal last-mile logistics networks, using couriers, in-house drivers, regional carriers, stores, and local fulfillment centers are better positioned to meet customer expectations, shorten delivery times, and reduce delivery bottlenecks. Delivery management systems enable flexible fleet management and multi-carrier delivery orchestration, ensuring retailers can maintain service-level consistency during the peak holiday season.

Last-mile logistics is a vital part of the customer experience. During the holiday rush, when timelines are tight, a well-executed last-mile strategy can be the difference between delighting a customer and losing one. Retailers that invest in visibility, efficiency, and flexibility can build fast and reliable last-mile logistics networks and enduring customer loyalty long after the holiday season ends. 

For more information about how our delivery management solution can help you manage your delivery operations more efficiently, please contact info@bringoz.com.