DS Smith warns of mass product damage during Black Friday and Cyber Monday e-commerce rush
28 Nov 2023 --- As consumers anticipate Black Friday and Cyber Monday deliveries, a study by DS Smith reveals that the cost of damaged deliveries to UK consumers in 2023 surpassed £8 billion (US$10 billion). The research underscores the significant impact of damaged goods on shoppers and retailers during the busiest e-commerce period of the year — with the average cost of damaged items being £115 (US$145).
According to the research findings, more than one-third of Brits (34%) were anticipated to participate in Black Friday and Cyber Monday sales. The research was conducted online on 2,000 UK adults by Opinium from November 3-7 and results have been weighted to be nationally representative.
Nearly half of consumers (47%) reported receiving damaged items from online purchases over the past 12 months. Consumers opened approximately three damaged items each, leading to a cumulative cost of £8 billion — equivalent to 10 million iPhone 15S.
DS Smith anticipates a surge in returns during November, expecting over 76 million boxes to be returned.
Magnus Renman, group R&D director at DS Smith, emphasizes the detrimental effects of damaged deliveries on consumers and retailers: “Damaged deliveries are a lose-lose for everyone involved — shoppers get frustrated and retailers have to deal with the difficulty of processing returns.”
“Internet sales now account for over a quarter of total UK retail sales, and as this research shows, returns come at a significant cost at a time when online shopping is crucial for retailers as we head into the busiest season.”
Innovating to reduce costs
DS Smith is employing advanced impact-testing technology to stress test its packaging in response to the challenges posed by damaged deliveries. 
Research has shown that a typical online parcel undergoes G-forces measuring up to an “astronomical” 50 Gs.
The technology, called Drop, Impact, Shake, Crush and Shock (DISCSTM), replicates real-world supply chain conditions. By understanding the G-forces experienced by packages during transit, DS Smith aims to enhance packaging design and better protect fragile items.
“We are working with impact-testing and tracking technologies to understand what happens to parcels on their journey to our front doors,” explains Renman.
“We recreate those conditions in the lab to put packaging through its paces and then do everything we can to help protect the product inside. Our research and development teams have found that through clever design, there are ways to limit damage, use less material, and do it all without plastic.”
Protection against “astronomical” forces
DS Smith details that the drop test has proven to be a pivotal measure in developing better packaging for fragile goods, such as glasses, bottles and ceramics.
“Products must withstand 17 drops in a row before they are considered protective enough to be used. Each drop allows experts to examine the points on the box that need strengthening to survive the journey to a customer’s doorstep,” outlines the packager.
While recreating the “perils” of the supply chain, DS Smith’s R&D team is attaching accelerometers to packages to ascertain what acceleration levels they are experiencing in transit. Research has shown that a typical online parcel undergoes G-forces measuring up to an “astronomical” 50 Gs.
“This is more than five times the level of G-forces that would cause an experienced astronaut to lose consciousness (at 9Gs) and ten times more G-forces than are typically experienced on a rollercoaster (at 5Gs),” says DS Smith.
As consumers gear up for the Christmas holiday shopping season, the research serves as a reminder of the need for resilient packaging solutions in an era of booming e-commerce.
By Radhika Sikaria
