Decoding 2024’s peak seasons in New Zealand

For businesses across New Zealand, the peak season is a pivotal period, often determining annual success. Fueled by evolving online shopping trends and significant ecommerce sales growth, this intense consumer activity demands more than just effective marketing; it necessitates strategic logistics to seamlessly manage the surge in demand and thrive in the competitive retail landscape.

The growth of online shopping cannot be ignored, evident as consumers in New Zealand collectively spent an impressive $1.73 billion in October to December 2024 (Q4 2024), marking a 9% increase over the same period in 2023¹. In fact, DHL Express New Zealand also handled 27% of its total shipments from 2024 in November and December alone, underscoring the intense activity during this period.

This blog post will analyze the nuances of the 2024 peak season, offering actionable logistics strategies for 2025, and will illustrate how DHL Express stands as a key partner in achieving seamless operations.

The key shopping days and trends identified

Analyzing the 2024 peak season in New Zealand revealed several key online shopping trends that shaped consumer behavior:

Singles’ Day

Observed annually on November 11th, Singles’ Day is rapidly gaining importance in New Zealand's retail calendar. In 2024, online spending on Singles’ Day reached $20.8 million, a remarkable 69% increase compared to 2023. This surge was also driven by a 56% increase in online transactions, partly influenced by the day falling on a Monday in 2024 (a typically higher spending day) versus a Saturday in 2023².

Ultimately, this growing trend underlines the strategic importance of Singles' Day for retailers aiming to capture early consumer spending, and to drive significant ecommerce growth ahead of the traditional holiday rush.

Q4 dominance and extended peak

Q4 consistently stands out as the dominant period for online retail shopping in New Zealand, and 2024 further emphasized its prolonged surge in activity. Some of the key shopping dates included:

• Black Friday and Cyber Monday: Black Friday to Cyber Monday saw online spending of $94.6 million, a 7% increase over 2023³. DHL Express New Zealand also experienced a 65% increase in outbound shipments — and a 40% increase in inbound shipments — during this week compared to normal weekly volumes, highlighting the significant spike.Christmas: Online spending generally saw a slower decline through December after the Black Friday peak in 2024, a shift from the mini-peak seen just before Christmas in prior years.

• Boxing Day: This key post-Christmas event remained significant, with online spending reaching $19.4 million, up 21% from 2023⁴. It recorded nearly 200,000 online transactions, marking it as the 'busiest' Boxing Day for online retail in six years.

This extended peak season carries significant implications for international shipping and supply chain logistics. Retailers must now strategically plan for a longer period of heightened demand, necessitating earlier inventory management, flexible warehousing solutions, and scalable delivery networks to support continued growth into 2025.

Popular product categories

The analysis of 2024’s online shopping trends also revealed specific product categories that experienced significant growth, including:

• Clothing and footwear: This sector saw the fastest online retail growth, surging by +17% compared to Q4 2023⁵, highlighting a strong consumer appetite for online fashion and apparel.
• Recreation, entertainment, books and stationery: This category also saw a +14% increase in online spending⁶, reflecting continued consumer engagement with leisure and personal enrichment items.
• Homewares, appliances and electronics: Showing a solid +10% growth⁷, this category continues to be a strong performer in the online retail industry, driven by consumer demand for home improvements and technological upgrades.

For businesses, capitalizing on these prominent online shopping trends means maximizing sales for a successful peak season. Aligning your product offerings with these high-growth sectors positions you to effectively meet consumer demand and achieve sustained business expansion.

Lessons from 2024: Logistics strategies for peak season in 2025

Learning from New Zealand's peak season in 2024 offers actionable insights for optimizing supply chain logistics and preparing for future demands, such as:

Plan ahead and manage capacity

For businesses navigating peak season, proactive planning and effective inventory management are crucial for success. In order to move beyond reactive strategies and anticipate demand fluctuations, they must thoroughly analyze sales forecasts and draw insights from past online shopping trends and ecommerce data to accurately predict consumer behavior.

An accurate forecast enables you to secure the necessary resources — from inventory to staffing — well in advance. This approach helps avoid last-minute complications that could impact your international shipping efforts and overall supply chain logistics, contributing to smoother operations during peak periods.

Diversify and build resilience

To truly thrive, businesses must actively plan ahead to combat unforeseen disruptions. Some strategies to achieve this include:

• Diversifying supply chains: Reduce reliance on single suppliers or geographical regions. Exploring multiple sourcing options helps mitigate risks from natural disasters, geopolitical events, or unexpected production halts, ensuring a more stable flow of goods for international shipping.

• Mitigating risks: Implement contingency plans, such as maintaining buffer stock or exploring alternative transport modes like air freight for critical items. This helps maintain service levels and avoids significant disruptions to your operations.

• Building strong relationships with logistics partners: Foster collaborative relationships with your chosen global logistics provider. Open communication, shared forecasting, and clear agreements on service levels — especially concerning customs clearances — are vital for navigating complex peak periods successfully.

• Ensure business continuity: Develop robust strategies to ensure your operations can withstand disruptions. This might involve adopting flexible fulfillment models or leveraging technology to gain real-time visibility into your inventory and international shipping flows.

Optimising delivery networks with technology and data

To truly master supply chain logistics during peak season, businesses must effectively leverage technology and data to optimize their delivery networks for speed and efficiency. Some ways to do this include:

• Enhanced visibility and intelligent routing: Technology provides real-time insights into your entire supply chain logistics, enabling proactive decision-making. AI-powered route optimization software and real-time tracking also ensures the most efficient delivery paths, minimizing transit times.
• Strategic hub utilization: Leverage strategically located distribution centers or micro-fulfillment hubs. Additionally, positioning inventory closer to key customer bases in New Zealand enables faster last-mile delivery and reduces your reliance on long-haul transport.
• Accelerated delivery performance: Focus on strategies that directly improve overall delivery speeds for international shipping. This includes optimizing warehouse pick-and-pack processes and exploring express options.

Partner with DHL Express: Your logistics advantage

A strategic partnership with an experienced global logistics provider is invaluable. DHL Express offers the expertise, network, and solutions to transform your supply chain logistics from a challenge into a competitive advantage, with services such as:

• Tailored shipping solutions: DHL Express offers a comprehensive range of international shipping options, including expedited services and flexible delivery choices that cater to diverse customer needs during peak demand. 

• Leveraging technology for efficiency: DHL Express utilizes advanced technology for real-time tracking and data analytics for proactive issue resolution, enhancing supply chain logistics and optimizing shipping routes. 

• Customs clearance expertise: Navigating customs clearances during peak season can be complex and prone to delays. DHL Express's deep knowledge of international trade regulations and local procedures helps businesses ensure compliance and avoid costly setbacks, allowing the smoother movement of goods

Preparing for peak season: Key takeaways

New Zealand’s peak season in 2024 highlighted a significant shift in online shopping trends, revealing an extended period of heightened demand and evolving consumer behaviors. To ensure continued success amidst this significant growth, businesses must optimize their supply chain logistics and strategically adapt to the evolving online retail industry.

Additionally, proactive planning and strategic partnerships are key. DHL Express offers expertise in international shipping and tailored solutions to streamline operations, helping businesses navigate customs clearances and enhance their overall delivery efficiency. 

To unlock seamless peak season operations, open a DHL Express business account today, or contact DHL’s customer care team to find out more!