Amid economic uncertainty and high prices, consumers are looking for a cost-conscious, seamless online shopping experience in 2025. That’s according to data from Ryder System, Inc., released this week.
The company’s 11th annual benchmark study on U.S. shopping behaviors, preferences, and expectations aims to help brands and retailers optimize omnichannel sales and supply chain strategies, according to Ryder. The study draws on three surveys Ryder conducted of online shoppers in early 2025: a January reflection on 2024 holiday shopping trends; a March consumer experiences survey; and a May outlook for the 2025 holiday season.
“It’s a challenging year for brands trying to forecast demand,” Jeff Wolpov, senior vice president of Ryder E-commerce, said in a press release announcing the findings Tuesday. “Still, one of the best ways to prepare for upcoming seasons is to reflect on insights gained from the previous ones. Our study identifies patterns and trends in purchasing, packaging, shipping, and returns to help guide strategy.”
Among the key findings:
Savings will drive holiday purchases. Free shipping (76%), holiday sales and discounts (64%), and free returns (31%) top the list of 2025 holiday purchase motivators, with 94% of respondents selecting at least one of those. One-third of respondents reported shopping in-store in 2024 to avoid shipping fees, and 44% said they plan to reduce 2025 holiday spending.
Free shipping gains ground year-round. Free shipping remains the top factor in purchase decisions throughout the year (76%), rising 5% from 2024 and 12% from 2023, according to the report. Fast shipping (two days or less) dropped to 15%, down 5% from both 2024 and 2023. And among shoppers picking up online orders in-store, 71% did so to avoid shipping costs, up 8% from 2024.
Comparison shopping rises. To offset inflation, 48% of consumers report more comparison shopping throughout the year, surpassing the 43% who report buying less. Comparatively, in 2024 buying less was reported more frequently than comparison shopping. For holiday purchases, 75% reported comparison shopping in 2024.
Flexible fulfillment wins. Scheduled delivery (choosing a specific date) has nearly doubled in importance since 2023, up 15%, when compared to fast shipping, down 15%. Yet urgency remained a factor during the 2024 holiday season, as 29% of shoppers reported utilizing in-store pickup because it was faster than standard delivery. And 54% of consumers said they prefer in-store returns year-round, a trend that emerged in the 2024 study.
Omnichannel is essential. While 45% reported shopping more online during the 2024 holiday season compared to 2023, 25% reported the opposite. For the 2025 holiday season, 74% said they plan to shop in-store, 73% on e-commerce marketplaces, 70% on store/brand websites, 50% via store/brand mobile apps, and 23% on social media marketplaces.
“In today’s economic climate, robustomnichannel integration is indispensable,” Wolpov also said in the release. “This year’s findings reinforce the value of cost-conscious, seamless shopping experiences.”
