Black Friday 2025: 3 Costly Fulfillment Traps to Avoid
Black Friday is a true stress test for retailers and e-commerce across Europe. For many businesses, this weekend generates record revenues, while at the same time putting their entire supply chain under extreme pressure. In 2024, parcel volumes across Europe grew by +93.7% during BFCM compared to the preceding weeks. Every logistics error during this period can become very costly. Below we highlight three major traps that European retailers could fell into during Black Friday 2025.
1. Lack of scalability in operations
Black Friday 2025 in Europe means an unprecedented surge in orders. In 2024, online sales rose by 10% year-over-year, while weekly transactions jumped +122%-125% compared to an average week. Retailers without flexible warehouse capacity faced overfilled distribution centers and last-mile delays. Delivery success on the first attempt fell across Europe from 95.5% to 95.2%, a seemingly small percentage, but with millions of parcels, this translates into thousands of dissatisfied customers.
Scalability is a foundation. With a broad fulfillment center network and integrated systems, our clients can flex capacity alongside demand instead of risking operational bottlenecks.
2. Costly returns and growing consumer pressure
Black Friday does not only generate record sales, but also record returns. Across Europe, 10–15% of all holiday transactions are returned. For retailers, this means hundreds of thousands of additional processes: sorting, reintegrating products, customer communication, and managing logistics costs.
At the same time, European shoppers are becoming more demanding. Many approach Black Friday deals with skepticism, questioning whether the discounts truly offer value. In such an environment, every part of the shopping journey matters. If customers experience friction, especially in areas like returns or delivery, it can quickly overshadow the excitement of the purchase. A poor post-purchase experience not only risks losing a single sale but can also erode long-term trust and brand loyalty.
57% of consumers are skeptical about BF discounts, 46% said they saw the same products cheaper earlier in the year. Source: “Two thirds of brits believe BF is a con”
Radial provides automated returns management solutions that shorten processing times and maintain high customer satisfaction. Even during peak season.
3. Rising expectations for delivery speed
European consumers expect the same level of service offered by global e-commerce leaders. Most of them believe that one of the greatest advantages is ultra-fast shipping. Yet Black Friday 2024 revealed that many fulfillment networks in Europe cannot keep up with these expectations. Last-mile delivery delays surged by 70% during Black Friday week, a clear warning that speed is now one of the biggest risks to profitability and brand reputation.
Radial combines demand forecasting, optimized stock placement, and omnichannel delivery options to guarantee flexibility and reliability, even during BFCM peaks.
Average delivery time across all methods during Black Friday Week 2024. Source: Ingrid blog, “Black Friday trends and insights 2024: what’s the story?”
Conclusion: how to avoid the 3 traps?
Black Friday 2024 proved that European e-commerce is growing at a pace many supply chains cannot withstand. With parcel volumes up +93.7%, a 70% surge in delivery delays, and returns averaging 10-15%, every weak spot in fulfillment can quickly become a costly trap.
With Radial Europe, retailers can avoid the three biggest risks during Black Friday 2025:
- lack of scalability,
- rising costs of returns,
- last-mile delivery delays.
Instead of struggling with costly mistakes, brands can gain a competitive edge by ensuring flawless customer experiences that drive loyalty long after the holiday season.
