With national retailers scrambling to offer consumers an alternative to in-store shopping for the holiday season, same-day delivery is catching on. Many businesses, including Bed Bath & Beyond and Sephora, are preparing for the influx of purchases while also taking the burden off of fulfillment channels. Bed Bath & Beyond is working with Shipt, the Target-owned same-day delivery service, while Sephora announced a new partnership with Instacart. Competitor Postmates began its expansion of local delivery offerings this summer, adding H&M, Anthropologie and Lululemon. Though same-day delivery may not be every consumer’s first choice, they will likely see fewer options for last-minute delivery closer to the holiday rush. Retailers are already advising them to shop early.