To study the effect of loading rate on the progressive damage and failure characteristics of coal, an ultrasonic detector and a camera were used to measure the P-wave velocity and record the failure process of cuboid coal samples in uniaxial compression tests with five loading rates. The mechanical properties, damage process, and failure characteristics of the samples were analysed, and the mechanism of the advancing velocity of the working face in coal failure was discussed. The results show that, as the loading rate increases, the peak strength of the sample generally shows an increasing trend, but the elastic modulus changes irregularly. The sample is more prone to local failure before the peak strength. An increase in the loading rate rapidly promotes damage in the sample and accelerates the transition from internal damage to macroscopic failure, with no obvious effect on the ratio of damage threshold to corresponding peak strength. At low loading rates, the samples mainly experienced static failure; the failure form was spalling, and the failure range was wide. At high loading rates, the samples were prone to dynamic failure in the local area, manifested as the ejection of slabs and debris. A greater loading rate produced smaller and thinner slabs and a greater ejection velocity. Properly increasing the advancing velocity of the working face is conducive to reducing spalling to prevent large-area roof fall, but it may increase the possibility of coal burst in local areas. The results of this study provide a reference for roof control and coal burst disaster prevention on the working face in deep coal mining.