Delivery Driver Shortage: Retail Success in Peak Periods

Why Smarter Delivery Operations Are the Key to Managing the UK HGV Driver Shortage 

As predicted five years ago, the scarcity of delivery drivers in the UK continues to be a key concern for logistics firms, with an expected deficit of 60,000 Heavy Goods Vehicle (HGV) drivers and around 13,000 van drivers. 

While some improvements have been achieved, continuous retirements and fewer new entrants into the profession continue to put strain on logistics operations; the same is true across Europe, according to the IRU.  

Simultaneously, online retail has settled into a new norm since the Covid pandemic that saw online purchasing soar, with ecommerce now accounting for around 26% of all UK retail purchases as of July 2025. Despite being below previous highs, online sales are increasing year on year, and convenience remains important for modern consumers. 

Yet this convenience comes at a cost. The 2025 Descartes Home Delivery Consumer Sentiment Study found that 66% of consumers experienced a delivery issue in the three months of the study, with 24% losing trust in the retailer as a result. 

As peak periods such as Black Friday and Christmas season loom, logistics leaders face a mounting challenge: how to deliver more, with fewer drivers, while satisfying increasingly sophisticated customer expectations? 

Reducing Driver Turnover with Route Optimisation Software 

Driver shortages don’t just strain operations, they also drive costs up through wage inflation and recruitment incentives. While hiring remains necessary, one of the most effective and often overlooked strategies is retaining the drivers you already have. 

Many commercial drivers face burnout due to inefficient, stressful delivery schedules. Congested routes, unpredictable traffic, and poorly optimised delivery routes that lead to longer hours and a greater likelihood of errors or missed deliveries. Over time, this contributes to job dissatisfaction and higher staff turnover. 

By implementing route optimisation software, operators can help relieve these pressures. The software calculates the most efficient combination of routes and stops, reducing total miles driven and enabling tighter, more manageable delivery windows. 

This doesn’t just improve operational efficiency but also makes daily life more predictable and less stressful for drivers. Knowing that it is possible to make all the deliveries in the allocated time reduces stress and increases the likelihood of safe driving.  

When drivers can complete their shifts on time, avoid high-traffic routes and delays, and make more first-attempt deliveries, they are more likely to stay in their jobs. As retention improves, businesses can reduce reliance on costly recruitment campaigns while simultaneously improving their on-time delivery performance. 

Smarter Delivery Appointment Scheduling = Happier Drivers and Customers 

Route optimisation is only one piece of the puzzle. Dynamic delivery appointment scheduling adds another layer of efficiency that benefits both customers and drivers. 

When customers are offered pre-optimised delivery slots at checkout, with those that coincide with existing routes highlighted as environmentally friendly or available at a lower cost, logistics providers can boost delivery density while reducing the cost per drop. 

The research, commissioned by Descartes, shows that missed expectations around delivery timing are one of the leading causes of consumer dissatisfaction, particularly among under-35s. 

By improving scheduling accuracy and clearly communicating delivery times at the point of purchase, retailers can set better expectations and deliver on them. This will increase first-time delivery success, avoids costly re-attempts, and enhances customer trust. According to the 2025 study, 66% of consumers experienced delivery issues rising to 79% for the under 35’s, making them particularly sensitive to missed or inaccurate delivery windows. 

From the driver’s perspective, fewer failed deliveries mean fewer return trips, less stress, and a smoother day overall. With optimised routing and accurate schedules, drivers can follow a predictable, efficient plan, making their workload more manageable and their role more sustainable. 

The software helps balance workloads across drivers, preventing perceptions of favouritism and reducing resentment towards those with shorter routes or lighter schedules. 

Preparing for the Pressure of the Golden Quarter 

With events like Black Friday, Cyber Monday, and Christmas just around the corner, the delivery ecosystem is heading into its most critical season. Last year, was reported to have been the busiest ever for parcel deliveries, with volumes up nearly 11% compared to 2023. 

Retailers that thrive in the golden quarter will be those that are operationally agile, those who have invested in their systems so that they can flex with demand, optimise delivery execution in real-time, and keep both their workforce and customers satisfied. 

Delivering on Evolving Customer Expectations 

Today’s consumers expect delivery to be fast, reliable, and tailored to their lifestyles. For under-35s, the demographic that is the driving force of online growth, delivery dissatisfaction is a major factor influencing future purchase decisions. 

Nearly 21% of this group chose not to buy again from a retailer following a poor delivery experience, a figure that rises with each missed or mistimed order. 

Businesses can improve their performance and reduce friction at every step of the last mile by implementing customer engagement tools and providing order tracking software to keep customers informed about their delivery at every stage of its journey and combining this with real-time delivery scheduling and artificial intelligence (AI)-driven route optimisation.  

These tools also support a company’s sustainability goals by reducing mileage through a smarter consolidation of deliveries, which will align with the 40% of under-35s who actively seek environmentally friendly delivery options, but environmentally friendly delivery slots need to be highlighted at the point of choice for them to have an influence on consumers. 

Conclusion: A Smarter Path Forward 

The UK’s HGV and van driver shortage will not be resolved overnight. But companies don’t have to wait for the labour market to recover to improve delivery outcomes.  

With Descartes’ integrated routing and scheduling solutions, logistics providers can increase delivery density, reduce operational costs, minimise driver stress, and enhance customer satisfaction. 

Smart delivery and customer engagement software drives long-term success by helping you retain customers and drivers.