- Free shipping, discounts, and free returns drive purchase decisions
- Comparison shopping emerges as key strategy for inflation-conscious consumers
- Scheduled delivery nearly doubles in importance compared to fast delivery
- Omnichannel strategies essential to meeting evolving consumer expectations
Ryder System, Inc. (NYSE: R) publishes its 11th annual benchmark study on U.S. shopping behaviors, preferences, and expectations, now featuring a special section on holiday shopping. Ryder E-commerce Consumer Study: How U.S. Consumers Are Shopping in 2025” offers actionable insights to help brands and retailers optimize omnichannel sales and supply chain strategies amid economic uncertainty.
Download the full study: https://bit.ly/Ryder2025EcomStudy
“It’s a challenging year for brands trying to forecast demand,” says Jeff Wolpov, SVP of Ryder E-commerce. “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.”
The study draws from three surveys conducted in early 2025.
- January: Reflections on 2024 holiday shopping
- March: Annual consumer experience survey
- May: Outlook for 2025 holiday season
Key Findings:
Savings Drive Holiday Purchases
Free shipping (76%), holiday sales/discounts (64%), and free returns (31%) top the list of 2025 holiday purchase motivators – 94% of respondents selected at least one. Notably, 33% reported shopping in-store in 2024 to avoid shipping fees, and 44% 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. 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) 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 prefer in-store returns year-round, a trend that emerged in Ryder’s 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% 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, robust omnichannel integration is indispensable,” adds Wolpov. “This year’s findings reinforce the value of cost-conscious, seamless shopping experiences.”
For more information about Ryder e-commerce and omnichannel fulfillment solutions, visit https://www.ryder.com/en-us/e-commerce/e-commerce-fulfillment.
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