Here’s what drives shoppers to join loyalty programs ...
Retailers seeking to boost loyalty membership should focus on a few key perks.
Roughly three-in-four U.S. consumers (73%) say free shipping would encourage them to participate in a retailer’s loyalty program. Other leading loyalty drivers include discounts (65%), free returns (60%), and cash-value points (57%).
Data from post-purchase personalization platform Narvar also reveals that nearly half of more than 2,000 surveyed U.S. consumers (47%) are concerned about their ability to afford gifts this holiday season.
The survey also revealed some interesting findings in other key areas of holiday commerce:
Shipping and delivery
- Nine-in-10 (88%) respondents are open to slower shipping in exchange for free delivery, with most saying they are comfortable waiting three to five days.
- More than half (53%) of respondents say estimated delivery dates (EDD) will influence their choice of retailer and 56% say accurate EDDs increase their likelihood to purchase. Accuracy of delivery date outranks even shipping cost (57% vs. 56%) when consumers evaluate EDDs.
- Close to six-in-10 (57%) respondents want shipping and return policies visible on retailer websites.
Black Friday/Cyber Monday
- Two-in-three respondents plan to begin holiday shopping before Black Friday, with 44% starting earlier than usual.
- More than six-in-10 (62%) of shoppers say clear Black Friday/Cyber Monday discounts will determine purchases,
[READ MORE: Retailers get uncertainty and an early start for the holidays]
"This holiday season, trust is the ultimate currency," said David Morin, VP of customer strategy at Narvar. "Price and promotions may draw consumers in — but what secures the sale, and earns loyalty beyond the season, is the confidence that a gift will arrive exactly when promised. In a year marked by financial uncertainty, retailers who deliver precise, predictable experiences — starting with estimated delivery dates — will be the ones who build lasting trust and revenue while giving consumers value they can count on."
Narvar’s 2025 holiday shopping insights are based on a survey of more than 2,000 U.S. shoppers combined with platform data across leading retailers.
