As summer sales and back-to-school campaigns wind down, most retailers are already kicking off new promotions. For many, Halloween marks the true start of peak season, leading straight into Black Friday and the holiday rush.
Wrapping up summer sales and Back-to-school
End-of-summer sales keep Italian consumers active online, with many families looking for last-minute bargains before vacations end. Italians are looking for online during the summer break: practicality, mobility and well-being.
Categories with seasonal spikes in August included backpacks, home cooling and outdoor gear, and personal mobility. For example, online interest in zaini (backpacks), condizionatori (air conditioners), ciabatte (flip-flops), piscine (pools), scarpe da mare (water shoes), and monopattini elettrici (electric scooters) all peaked during August.
Looking ahead peak season 2025
In 2024, Italians spent around €230 each on holiday shopping, with daily shipments peaking at over 5 million parcels after Black Friday and before Christmas. As the 2025 season approaches, the calendar kicks off with Halloween promotions, gaining momentum toward Black Friday and Cyber Monday.
For retailers, success will depend on more than discounts: fast, reliable delivery is critical. Over 51% of shoppers would switch brands if a package is late, and 71% value flexible delivery options. With millions of parcels on the move, last-mile performance has become the key to winning customers.
Why retailers need a strong last-mile strategy for peak season
Pre-peak season is a logistics test
With order volumes surging, carriers stretched thin, and delivery windows tightening, French Days puts logistics systems to the test. Retailers that invest in resilient, scalable last-mile solutions now will be fully prepared for Black Friday and the holiday rush.
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French shoppers expect flexibility, predictable delivery windows, and multiple options—and are quick to abandon carts if these needs aren’t met. Retailers that deliver exceptional service during French Days will earn loyalty and reduce churn.
Cost control and scalability
As the most expensive part of the supply chain, last-mile delivery costs can skyrocket during peak events. A reliable last-mile network and route-optimized strategy keeps costs manageable and ensures your business can scale smoothly.
Essential last-mile strategies to win peak season
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Prepare for seasonal scalability – Use demand forecasting tools to plan workforce, fleet, and inventory needs, ensuring you can meet French Days demand without overspending.
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Use technology for real-time visibility – Implement tracking systems and proactive notifications (SMS/email) to improve transparency, reduce inquiries, and build trust.
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Plan for returns and reverse logistics – Simplify the returns process with user-friendly return labels, local drop-off points, and fast refunds, helping retain customers post-purchase.
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Offer flexible delivery options – Provide Click & Collect, parcel lockers, scheduled delivery windows, and home delivery to meet diverse consumer preferences and reduce failed attempts.
GOFO: Your trusted last-mile partner for e-commerce growth
At GOFO, we deliver more than parcels, we deliver growth for your e-commerce business. With a dedicated sorting center in Milan and 11 strategically located distribution centers across Italy, we provide reliable service with 2 day average delivery time, helping retailers perform at their best during French Days and throughout the year.
Smart tech & seamless Integration – Advanced open API integrations and end-to-end visibility: SMS notifications pre- and post-delivery, real-time tracking, and Proof of Delivery for every shipment.
Reliability at scale – Benefit from three free delivery attempts, a 95% on-time rate, and a 99.5% successful delivery rate.
Dedicated multilingual support – AI assistant response within 30 seconds, live agent support within 3 minutes, available 7 days a week, 9:00–20:00.
GOFO combines nationwide coverage, operational efficiency, and service reliability to give retailers a trusted logistics partner for peak seasons and beyond.
