House of Fraser has started offering guaranteed delivery before 9am for online orders that are placed before 7pm the night before.
This adds to the evening service launched last year to make home delivery more convenient.
The retailer said the service will cost £8. It is for UK mainland customers only and will guarantee a two-hour delivery window.
House of Fraser executive director for multichannel Andy Harding said: “For us this is another market-leading initiative that we’ve delivered on the back of customer feedback around deliveries to home being particularly inconvenient.
“We’ve developed this because customers told us that waiting at home all day for a delivery was not convenient so we’ve last year launched evening delivery, and now we’ve launched early morning delivery.
“This is on the back of our customer insight work that we do to take direct feedback from our customers.”