As economic concerns persist into the 2025 holiday shopping season, 28% of consumers to lower their spend—an 11% increase over 2024—according to a study from logistics solution provider Kenco.
Finances were clearly the top cause of that result, since 58% of respondents said product pricing/inflation is their main concern heading into the holidays, compared to the second-place challenge – product availability – at just 16%.
Imports and exports are another major stress point, as nearly 9 in 10 consumers said they’re concerned that holiday shopping will be impacted by international trade issues, ranging from tariffs to shipping route disruptions. Fifty-six percent said they believe these complications will be a primary reason for higher prices; 57% said they believe inflation will be a top factor as well.
Those results came from Kenco’s “2025 eCommerce Peak Season Pulse” study, which surveyed 250 North American consumers.
To deal with those concerns, retailers may have to offer some inducements at the checkout counter, Kenco researchers found. “‘Deal’ is the key word for the 2025 holiday season – there’s going to be greater demand for the retailers that offer the best deal possible,” Frank Loewen, Senior Vice President of Logistics Operations at Kenco, said in a release. “Retailers and their logistics partners should also look for meaningful value-added offerings to offset higher prices, such as more economical shipping choices and simpler return options.”
In fact, 75% of survey respondents agreed they would choose a free, slower shipping option over a payment-required, faster shipping option. Likewise, easy returns were the most influential shipping incentive in determining whether a consumer buys from a specific retailer (57%). Seventy-two percent said free return shipping is the most important return-related incentive a brand can offer.
Consumers also like shopping with brands that provide deeper visibility into the delivery process. Fifty-eight percent said they like to see real-time map tracking, while 36% want an estimated delivery countdown and 37% want delivery photo confirmation. In fact, despite many respondents’ preferences for cheaper shipping options, 51% said they’d be willing to pay a fee to guarantee a specific delivery window.
“Don’t underestimate the power of convenience, even in a tighter economy,” Loewen said. “Especially if they’re purchasing a last-minute gift, buyers want to know exactly when it will be at their doorsteps – and even want control over that timeframe. That’s why retailers should make end-to-end supply chain visibility a priority when determining new projects with their logistics partners.”
