Ryder: Shoppers prioritize savings in top three holiday purchase motivators
Free shipping, holiday sales/discounts and free returns top the list of 2025 holiday purchase motivators as shoppers prioritize cost savings.
Three-in-four (76%) U.S. consumers surveyed by logistics and transportation company Ryder System Inc. said free shipping is a leading motivator for their holiday purchases in 2025. Holiday sales/discounts (64%) and free returns (31%) followed, with 94% of respondents selected at least one.
The popularity of fast shipping rose 5% from a similar survey Ryder conducted in 2024 and 12% from 2023. Among shoppers picking up online orders in-store, 71% did so to avoid shipping costs, up 8% from 2024. In addition, 33% of respondents reported shopping in-store in 2024 to avoid shipping fees and 44% plan to reduce 2025 holiday spending.
[READ MORE: Survey: In-store shopping sentiment rises]
During the 2024 holiday season, 29% of respondents 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.
For the 2025 holiday season, 74% of respondents 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,” said Jeff Wolpov, senior VP of Ryder E-commerce. “This year’s findings reinforce the value of cost-conscious, seamless shopping experiences.”
To offset inflation, 48% of respondents reported performing more comparison shopping throughout the year, surpassing the 43% who reported buying less. In 2024, respondents reported buying less more frequently than comparison shopping. For holiday purchases, 75% of respondents reported comparison shopping in 2024.
Other findings
- 71% of respondents reported using buy-online-pickup-in-store to avoid shipping fees, up 8% year over year.
- 62% of respondents use retailer loyalty points more during the holiday season, up 12% year over year.
- 57% of respondents won’t make a purchase without a free return policy.
- 32% of respondents said scheduled delivery is more important than fast delivery, almost double the percentage in 2023.
"It’s a challenging year for brands trying to forecast demand," said Wolpov. "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.
