Irish and UK fleets drive less but emit more over the Christmas period, new Geotab data reveals

Holiday shopping surge highlights financial and environmental strain on delivery fleets across Europe

DUBLIN, IRELAND — November 5, 2025 - New data released by Geotab Inc. (“Geotab”), a global leader in connected vehicle solutions and asset management, reveals that Irish and UK commercial fleets reduced their travel distances by almost 10% in the week before Christmas compared to other European fleets. However, fuel consumption and CO2 emissions increased by 9% during the holiday period.

The findings, based on data from fleet vehicles across seven European countries during November and December 2024, highlight how the holiday shopping surge intensifies operational pressure on delivery services, resulting in more frequent stops, shorter routes and longer idling times.

Across Europe, fuel consumption increased by 50%, amounting to an additional 160,00 litres of fuel burned. Idling times rose by 22% compared to pre-holiday levels, contributing to higher emissions and underscoring the negative environmental impact of increased consumption during the period. In Ireland and the UK alone, fuel consumption was up by 9%.

While efforts have been made to electrify fleets across Europe, with the number of electric vehicles in operation steadily growing over previous years, Geotab’s data shows that during peak periods only 12% of deliveries are completed by electric vehicles. Despite an industry-wide push for electrification, internal combustion engine vehicles still handle the majority of deliveries, leading to the notable increase in C02 emissions during this time.

The surge in demand for fast, convenient deliveries not only impacts the environment, but also places considerable financial pressure on fleet operators. Across Europe, fleets incurred an additional €28,910 in fuel costs during Black Friday week alone.

“Our data shows how the holiday period is a universally busy time,” said Edward Kulperger, Senior Vice President EMEA at Geotab. “While people rush to find the perfect present for their loved ones, the immense operational challenges that come with that are often overlooked. As fleets work hard to keep up with the surge, there are often added operational and financial burdens, as well as challenges to maintain sustainability initiatives. Although the industry has been working hard to turn towards a greener future, the majority of Black Friday and Christmas deliveries are made by fuel-powered vehicles, putting into question the viability of conveniences like one-click shopping and next-day delivery.”

With Irish drivers making more frequent stops to deliver Christmas gifts nationwide, C02 emissions and fuel costs continue to rise, a trend likely to repeat itself this year. This presents a critical, recurring challenge for fleet operators and highlights the need for further electrification and sustainable logistics solutions to achieve greener holiday seasons in the future.

Methodology
Geotab analysed data from its connected vehicles across France, Germany, Spain, the United Kingdom & Ireland, The Netherlands, and Italy, analysing the change in driver behaviour during the Black Friday and Christmas periods. The data was collected between 1 November and 31 December 2024.