Virtual event · Black Week 2026 decoded

What peak season 2026 reveals about delivery

Black Week puts every delivery decision under pressure at once. Free delivery thresholds, delivery promises and carrier capacity all get tested in a few days, across millions of orders. The results show what really drives conversion and margin when it matters most.

Join Ingrid for a first look at this year’s peak season data from 250+ retailers across the Nordics, the UK and the Netherlands. We’ll walk through what changed since 2025, what surprised us and what the strongest performers did differently, so you can plan 2027 with evidence.

  • December 10, 2026
  • 10:00 CET
  • 30 mins

Register now

m-cooper-yOjqnRKBi7E-unsplash 1

What you'll hear:

  • How order volumes moved day by day and hour by hour, and when the real peak hit;
  • Which delivery options shoppers chose in each market and sector;
  • How retailers priced delivery and set free delivery thresholds to protect margin during heavy discounting;
  • How delivery promises held up under peak volume, and what that means for shopper trust;
  • What to test based on these insights to win in 2027.

Who you'll hear from:

Headshot-Fraser

Fraser Trivett

CRO, Ingrid

Headshot-Andreas

Andreas Ryberg

Head of Data & Analytics, Ingrid

Headshot-Joyce

Joyce Kremer

Head of Marketing, Ingrid

Last year's peak, in numbers

Source: Ingrid Peak Season Benchmarks, BFCM 2025

16.9%

peak orders per second on Sunday, November 30, compared with 3.1 in a regular week.

 

59.3%

of Black Week orders came with free delivery.

 

81%

of UK orders went to home delivery, while parcel lockers and service points took over 60% in Sweden and Norway.

3.8-6.6 days

average delivery promise by Sunday, up from 2.7–5.6 days on Monday as volume grew.

 

Why it matters

Plan your next peak with real data

Peak season packs a year’s worth of delivery decisions into one week. It shows where delivery pricing gave away margin, where promises slipped and which options shoppers chose when they had the full range in front of them. This data comes straight from delivery checkouts across Ingrid’s network. It gives you a benchmark to measure your own Black Week against and a clear starting point for what to test in 2027.