Survey: Holiday shoppers have heightened expectations for faster delivery times
In addition to a shorter peak season, retailers must contend with customer expectations for faster delivery times this holiday season.
Twenty-nine percent of shoppers expect their holiday gifts to be delivered within two to three days, a 53% year over year increase from 2023, according to a consumer survey by Radial. Additionally, 45% of consumers find a three-to-five day delivery window reasonable, reflecting a 22% year-over-year growth.
Only 26% of consumers said that waiting a week or more is acceptable. The stakes are high for brands as 73% of consumers noted they would not purchase again from a retailer that provided a poor shipping or returns experience during the holidays, according to the report.
The same survey also identified that consumers want more control over their delivery experience. More than half (58%) of consumers noted they will likely use a feature that allows selecting specific delivery days if the cost is reasonable and slots are generally available — indicating the need for delivery flexibility for today’s consumer, Radial noted.
With only 27 days between Thanksgiving and Christmas this year – a shorter period than last year — consumers are adjusting their holiday shopping timelines, the survey found. An overwhelming majority (90%) of surveyed respondents will have started their holiday shopping before Dec. 1. Within that group, 31% intend to begin in October, coinciding with events like Amazon’s Prime Day and other early holiday promotions.
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“Brands and retailers should prepare for an aggressive holiday shopping season that picks up at the end of November when consumers anticipate the most significant deals and lowest prices,” the report said. “This requires a strategic approach for retailers who must plan for these surges occurring in a smaller window of time — putting more strain on their workforces and fulfillment operations.”
Other highlights from Radial’s survey are below.
•November remains the heaviest shopping month with 42% planning to kick off their holiday shopping to align with blockbuster events like Black Friday and Cyber Monday.
•Eighteen percent of shoppers expect to use buy now pay later or other financing options, with millennials (27%) being the most likely to do so.
•More than half (55%) of Gen Z and 52% of millennials would pay for gift wrapping at the right price, demonstrating an opportunity for brands to alleviate some of the holiday stress around gift presentation.
"Economic uncertainty, product pricing, and delivery timelines are top of mind for consumers this year, and brands must take note,” said Shauna Bowen, senior VP of click to delivery, Radial. “To maintain a customer-centric approach throughout the full click to delivery experience, it's crucial to prioritize transparency, flexibility and speed."
Radial conducted the survey with Dynata in August 2024, targeting 1,000 general U.S.-based consumers over 18 years of age.
