Research has shown Warrington is one of the top five towns most likely to face delivery delays this Black Friday.

The 'Delivery Delays' report by Esendex, a retail communications specialist, examined data from Indeed to identify regions at risk of delivery delays during the festive season.

Warrington came in fourth, with 74.85 delivery job vacancies per 100,000 residents.

This shortage of workers could lead to delays in delivering goods.

The North West of England, which includes Warrington, also faces a shortage of delivery workers, with 1,831 vacancies in total, equalling 24.68 vacancies per 100,000 residents.

The South West of England has the biggest shortage, with 1,931 vacancies and a rate of 33.8 per 100,000 residents.

This comes in the wake of a report that found almost half (42 percent) of fleet-based businesses were affected by driver shortages in 2023.

The increase in online shopping and e-commerce during the pandemic has resulted in a rise in delivery volumes and heightened pressure to deliver on time.

The data has also shown that 77 percent of consumers limit their shopping up to a month before Black Friday, so they can spend on discounted items.

Bristol was identified as the city most at risk of delivery delays, with 98.0 vacancies per 100,000 residents.

The shortage in this cultural hub could have a significant impact on local businesses and shoppers.

Despite being a major retail centre, London has the lowest risk of delivery delays, with a vacancy rate of 13.1 per 100,000 residents.

This could be due to the city's logistics infrastructure, which provides a steady supply of delivery workers.

Chris Gorman, head of commercial transformation at Esendex, commented on the findings.

He said: "As we see an increase in online demand in the Black Friday and Christmas shopping period, recognising the regions most at risk from delivery job shortages allows businesses to anticipate potential bottlenecks in the supply chain.

"Whilst bigger cities like London, Liverpool, and Birmingham are at lower risk of delays, other cities and rural areas will face pressures to deliver parcels when expected."

Mr Gorman also suggested ways businesses could tackle these challenges.

He said: "One of the most effective ways for businesses to manage these challenges is through the use of real-time communication tools, such as automated SMS solutions and WhatsApp for Business.

"These tools enable businesses to keep customers informed about delivery progress and any unexpected delays, allowing for proactive customer engagement."

He added that maintaining transparency during peak retail periods is vital for customer satisfaction.

He said: "By providing timely updates and facilitating two-way communication, businesses can alleviate customer service pressure and ensure greater customer confidence.

"During such a competitive trading period, responsiveness can be a key differentiator for businesses."

The full research can be viewed on the Esendex website.