Biscuiteers delights in general but falls short on special occasions
Our analysis of your Trustpilot reviews shows that Biscuiteers delivers a consistently strong premium gifting experience. Customers frequently praise the quality your gifts, how beautifully decorated they are and how highly they rate your service. These are elements that reflect your brand’s core values.
But it's not all good news. When customers talk about gifting in general, sentiment is high but sentiment in relation to time sensitive moments like Mother’s Day and Christmas has dropped off over the last few years. This suggests that expectations appear to be falling short which could potentially put brand trust at risk.
Those special gift occasions
The chart below highlights an important contrast between general and specific gifting experiences.
Overall, sentiment remains consistently high when the word "gift" is mentioned in reviews. This indicates that customers are very pleased with their Biscuiteers gift. However, sentiment tied to specific occasions such as Christmas, Valentine's Day and Mother's Day, shows greater fluctuation. While it saw a significant improvement between 2019 and 2022, it declined sharply in 2023 and 2024.
This drop seems to reflect unmet expectations around delivery timing with reviewers complaining that the gift was delivered late. It also reflects disappointment with the condition or taste of the products or their perceived value for money although this is to a lot lesser extent than the delivery issue.
What to do next
Late arrivals of gifts for special occasions are very annoying for customers and frustrating for you because much of the time it's out of your control.
Even so, late deliveries have the potential to damage you brand and you should review information on your website to ensure that customers are fully and clearly informed about cut off dates and delivery options.
It's worth also exploring setting Royal Mail next day as the default delivery option for orders within three or four days of specific occasions such as Mother's Day and Valentine's Day.
This would ensure clear expectations are set upfront, significantly reduces the risk of late deliveries and helps protect your brand reputation from negative reviews linked to delivery delays.
Customers would be explicitly informed at checkout that the next-day delivery has been selected by default to guarantee timely arrival. A clear message would also alert customers about the risks associated with downgrading to standard delivery although they retain the option to do so in the basket.