Shipped By Small Teams - Not Warehouses.

In the ever-changing landscape of retail — where independent shops are dwindling and speed seems to trump everything — a question crossed my mind this week: 

Should small businesses try to keep up with the retail giants, or should consumers be encouraged to slow down and appreciate a different pace — one that doesn’t involve doorstep deliveries within hours? 

Not long ago, I had a conversation with a customer who felt our service was too slow. Their order was dispatched within 24 hours and delivered 48 hours later via our Royal Mail Tracked 48 service. In total, it took three working days — the order was placed on Monday, delivered on Thursday. 

To them, that wasn’t fast enough. They felt that in today’s climate, we should be matching companies offering next-day delivery. 

It’s not the first time I’ve heard this, and I doubt it will be the last. But it did make me stop and think: 

Have we lost sight of the effort and dedication that small businesses put into every single order? Have we come to expect all businesses — regardless of size — to keep pace with a 24/7, fast-delivery culture? 

Behind those quick deliveries from big retailers are enormous teams, automated systems, and dedicated delivery networks. They own the infrastructure that allows them to move mountains in hours. Most small businesses, however, work very differently. 

For instance, we don’t have a warehouse. Every order is picked, packed, and processed from behind the counter of our small shop. If you’ve visited us, you’ve probably seen the bags lined up along the back shelf — those are your orders, waiting to be shipped. We have a high volume of orders to manage daily. While we’re fulfilling online orders, we’re also serving in-store customers, restocking, answering questions, and doing the hundred other jobs that come with running a small business. We are a small team, and our fabulous team work incredibly hard to get the job done, every day. 

And yet, we still process and dispatch most orders within 48 hours — just as we promise on our website. Delays only happen around Christmas or when we’re waiting on stock, and even then, we communicate clearly. We use Royal Mail Tracked 48 — which is not a guaranteed timeframe — but often, expectations now are for same-day dispatch and guaranteed 48-hour delivery. 

We were told that as our business grows, our service is “declining.” But the reality is: growth doesn’t always mean more resources — at least, not overnight. Yes, we’ve heard the advice: 

“Get a warehouse.” 

“Hire more staff.” 

“Work longer hours.” 

And while all of those are valid ideas, they come with hefty costs — ones we can’t absorb without raising prices. They’re things we may consider for the future, but they’re not simple switches we can flick on. And we do not own the building that we are in, that still comes with a sizeable rent that increases, and hefty council rates. 

So, here’s the big question: 

Should small businesses bow to pressure and adopt the same standards as giant corporations — even if it means compromising their identity, sustainability, or personal touch? 

Or should we, as consumers, take a moment to rethink our expectations? 

It might be time to slow down — to go back to a time “BA” (Before Amazon), when 3–5-day delivery was the norm, and faster service came with a premium. Even some of the biggest companies don’t offer guaranteed next-day delivery without a fee. Yet we’ve become so used to instant gratification that anything slower can feel like poor service. 

As someone who shops online often (because unfortunately I don’t have opportunity to wander the shops), I get the appeal of quick delivery. But I also understand what goes into getting a package out the door. 

Let’s not forget what small businesses really are: behind every parcel is a real person — not a robot, not a massive warehouse, just someone (or a small team) working hard to make things happen. Juggling the demands of running a business, often on top of family life, can be overwhelming. It’s no surprise that some small businesses hit breaking points. 

That’s why they need our support — not just our orders, but a little more patience, kindness, and grace. Because behind every “out of office” message or slightly delayed package, there’s a story. And that’s something worth supporting.