Revealed: Black Friday results in last-mile mayhem!
Black Friday has become a nirvana for South Africans, who happily snap up bargains galore. But a report has revealed that the rush for good deals is taking a toll far beyond consumers’ wallets, creating massive strain on delivery fleets and driving a worrying surge in carbon emissions.
Mayhem extends to Boxing Day
The report – by Geotab, a global leader in connected transportation – also reveals that the pressure on transport and the environment continues well after Black Friday. According to Geotab, the period from Black Friday through Boxing Day is the most intense retail period of the year, and the impact on logistics and the environment is unavoidable. Geotab’s analysis of data from over four million connected vehicles reveals a sharp rise in fleet utilisation during this period, with vehicles making 11% more trips during Black Friday week and 9% more during Christmas week.
Fleet strain and environmental costs
The findings highlight stark realities for fleets in South Africa – and indeed all over the world. During Black Friday week, delivery vehicles record an average fuel consumption of 46 litres, compared to 44 litres in a typical week. At a conservative cost of R22 per litre of diesel, this translates to an additional R44 per vehicle per week. Multiply this by large fleets and the costs skyrocket.
“Black Friday and holiday deliveries are pushing fleets to their limits,” confirms Edward Kulperger, Senior Vice President of Europe at Geotab. “Companies that thrive in this peak retail season are those that leverage technology to not just meet demand, but to anticipate it.”
Beyond financial strain, the increase in fuel consumption drives up CO₂ emissions, exacerbating the environmental challenges of last-mile logistics. Idling times and frequent stops further compound the carbon footprint, with vehicles often caught in traffic congestion in urban areas.
Black Friday’s growing demand in South Africa
The last-mile delivery market, valued globally at approximately R1.5 trillion by Rationalstat LLC, continues to expand rapidly, with a projected 8.1% annual growth rate through 2030. South Africa, with its burgeoning e-commerce sector, is a key contributor to this growth. However, this demand comes at a cost.
The World Economic Forum estimates that emissions from delivery traffic in the world’s 100 largest cities will rise by 32% by 2030, while urban congestion is expected to increase by 21%. For South Africa’s major cities, including Johannesburg and Cape Town, this means longer delivery times, higher fuel costs, and escalating pressure on fleets.
The domino effect: Fuel, emissions, and fleet fatigue
Geotab’s data also highlights the inefficiencies created by the Black Friday rush. Shorter delivery distances combined with frequent stops create a logistical headache. Idling ratios, where vehicles burn fuel while stationary, rise significantly during this period. This not only wastes resources but worsens air pollution, particularly in densely populated urban areas.
This can, of course, be mitigated by the introduction of electric vehicles (EVs). While the rollout of EVs is still in its infancy in this country, the demand for these green vehicles is growing. For instance, Bakers Transport and City Logistics have already successfully tested the Fuso eCanter.
“Demand is driven by the desire for sustainable forms of delivery, an offer that appeals to environmentally conscious South Africans who are motivated by companies that focus on sustainability,” explains Ryan Gaines, CEO of City Logistics.
Opportunities amid challenges
While peak shopping periods come with their challenges, South African transport operators have opportunities to mitigate the strain. Geotab’s findings emphasise the role of technology in navigating peak demand periods. Predictive maintenance, for instance, can help fleets minimise downtime, while route optimisation software ensures deliveries are made as efficiently as possible.
Demand forecasting is another crucial tool, enabling businesses to allocate resources effectively and avoid unnecessary fuel costs. Operators that embrace data-driven strategies not only reduce emissions but also improve customer satisfaction with reliable and timely deliveries.
The Black Friday reckoning
Given the growing popularity of Black Friday, the South African transport industry finds itself at a crossroads. On one hand, the booming e-commerce market promises unprecedented growth opportunities. On the other, the environmental and logistical challenges of peak periods like Black Friday raise questions about sustainability.
As Geotab’s report reveals, there’s a high price to pay for the convenience of fast deliveries. For South African fleet operators, navigating this landscape will require innovation, collaboration, and a commitment to smarter, greener solutions.
With the right tools and strategies, transport operators can turn Black Friday’s challenges into opportunities. And, hopefully, they can work towards a future where profits, convenience and sustainability go hand in hand.
