Imagine it's the week before Xmas and you realize you forget to get a present for someone. You start looking for the perfect gift and you manage to find it. It's exactly what this special someone would love.

You add it to your cart and as you start looking at the shipping options you realize you don't know if it will arrive in time. There's “free shipping” – who knows how long that will take. And there's “expedited shipping” which will probably get there on time but you don't know if it's worth the extra $20.

You start googling rates, prices, and shipping times and you go down a rabbit hole and might never come back to that site.

It's the holidays and we're approaching the cut off date to get presents on time. As a store owner you want to let your customers know the last day they can order and still get presents. This does two things:

1. It removes uncertainty. If you're uncertain if the present will get there on time you might not order. Or if you have to do a bunch of work to guess if it comes on time you might just get lost down the rabbit hole and never come back and order.
2. It creates urgency. When users come to your site and they see a banner that lists the last day to order it creates pressure. They don't want to forget the present and they don't want to miss the cut off date. They will be more likely to buy right now.

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