This Friday, April 10, “Suprise delivery Day” will be celebrated for the first time in Lithuania, Latvia, and Estonia – an initiative encouraging people to send not only items, but also attention, support, and unexpected joy.
Tens of thousands of Lithuanians use parcel lockers every day not only to buy or sell goods, but also to send gifts or other important shipments. According to data from the State Data Agency, about 65% of Lithuanian residents aged 19–74 used e-commerce for personal purposes last year.
The growing popularity of e-commerce as an integral part of daily life is also confirmed by a survey commissioned by Posti Group, the parent company of SmartPosti. The survey shows that online shopping has already become a common habit in the Baltic countries. Approximately every second resident in Lithuania (46%), Latvia (47%), and Estonia (44%) shops online at least every 1–2 months or even several times per month.
Moreover, Lithuania stands out as the most active e-commerce market in the region – 28% of residents shop online at least once a week, significantly more than in Latvia (24%) and especially Estonia (14%).
Although many people are already accustomed to the constant flow of parcels, every order or shipment still evokes emotions – eager anticipation, the joy of unboxing, or curiosity about how the recipient will react to a surprise.
The survey also revealed that nearly 3 out of 10 Lithuanians experience the strongest emotions from parcels intended for their loved ones.
“A parcel is not just a simple gesture. It carries emotions that create warm memories and strengthen relationships. Parcels connect people and help create a more convenient and sustainable everyday life. That is why our mission is to deliver what matters.
On April 10, SmartPosti will launch the “Surprise Delivery Day” initiative, inviting residents to join,” says Paulina Česonytė, Marketing Manager at SmartPosti.
A sense of sentiment – felt not only by recipients
According to the study, parcels sent to children or family members bring the most joy – highlighted by 23% of respondents in Lithuania and Latvia, and 18% in Estonia.
Personal parcels expressing care generate the most positive emotions for Lithuanians. As many as 26% of respondents in Lithuania say they value gifts for loved ones the most, while 19% highlight parcels related to health or well-being. In comparison, these figures are 19% and 10% in Latvia, and 15% and 11% in Estonia.
“Positive emotions come not only from the contents of the parcel but also from who it is addressed to. Even small surprises can bring joy not only to recipients but also to senders,” says Česonytė.
In Latvia, parcels more often become pleasant surprises – 34% of Latvians send meaningful gifts at least a few times a year or more often, compared to 27% in Lithuania and 23% in Estonia, according to a recent survey.
Therefore, according to Česonytė, the SmartPosti initiative “Surprise Delivery Day” encourages residents in Lithuania, Latvia, and Estonia to show more attention to those who matter to them.
“The idea is simple – to surprise a loved one by sending a parcel without any special occasion. A friend, a family member, a colleague, or simply someone who rarely receives surprises. This day is dedicated to thousands of meaningful parcels, sharing care that can be delivered anywhere,” says the Marketing manager at SmartPosti.
Parcels are more than just items
Speaking about “Surprise Delivery Day,” Česonytė emphasizes the importance of not forgetting those who need love, attention, and care the most.
“We encourage people to also think about those who receive less attention and care than they should. Through thoughtful gestures, residents can also bring joy to various charitable organizations, nursing homes, and animal shelters. Even a small parcel can mean a great deal to them,” she says.
Parcels for those still looking for a home
One of the fastest-growing pet e-commerce platforms in the Baltic states, Petreon, is also significantly contributing to the initiative.
SmartPosti, together with Petreon and singer and influencer Iglė Bernotaitytė, prepared a parcel for the “SOS Gyvūnai” shelter.
“We see that people increasingly want not only to shop but also to contribute to meaningful initiatives. Projects like these allow our customers to make a real difference for animals that do not yet have homes,” says Petreon CEO Žygimantas Sekmokas.
According to Paulina Česonytė, Marketing Manager at SmartPosti, such initiatives help draw attention to those who need care the most – not only during Christmas or similar holidays, as no special occasion is required.
“Together with our partners at Petreon, we will donate 372 kg of food to animals still waiting for their families. It is a simple but very tangible way to contribute to their daily lives,” she says.
According to Česonytė, this initiative is a reminder that parcels can be not only a practical solution but also a way to show care.
“Sometimes a small action or an unexpected parcel is enough to remind someone – you matter to me. These gestures strengthen connections and create more closeness in everyday life,” she says.
On April 10, everyone is invited to join the initiative – by sending a parcel to a loved one, a friend, or someone who needs support the most. Special conditions for parcel shipping will also apply on that day.