U.S. consumers are putting cost savings before delivery speed as inflation continues to shape shopping behavior, according to Ryder System Inc.’s 11th annual ecommerce consumer study.
It based the survey on three nationwide polls it conducted in early 2025. Ryder found that 94% of shoppers prioritize money-saving rewards such as free shipping, discounts or free returns. Free shipping remained the strongest incentive, chosen by 76% of respondents — up from 71% last year. Discounts followed at 64%, and 31% pointed to free returns.
Speed, once a central selling point for online retail, is losing traction. Just 15% of consumers said delivery in two days or less mattered most, down from 20% a year ago. By contrast, scheduled delivery — the option to choose a specific date — nearly doubled in importance since 2023.
“Forecasting demand has become more difficult in today’s climate,” said Jeff Wolpov, senior vice president of Ryder E-commerce. “But one thing is clear: Cost-conscious shoppers are driving retailers to deliver flexibility and value.”
Ryder finds cost, savings to be top priority
Rising prices are pushing shoppers toward comparison shopping. Half (48%) said they now compare prices more often, compared with 43% who reported simply buying less. During the 2024 holiday season, 75% of consumers compared prices before making purchases.
Shipping fees are also influencing store traffic. One-third of respondents said they shopped in stores in 2024 to avoid shipping costs. Among those who used in-store pickup, 71% cited the same reason — up eight points from the year before.
While urgency remains a factor — 29% of holiday shoppers last year used in-store pickup because it was faster than delivery — the broader shift is toward flexibility. More than half (54%) of consumers now prefer to return online purchases in stores, a pattern Ryder says is firmly established.
Shoppers plan to spread purchases across channels this holiday season. Ryder found 74% will buy in physical stores, 73% on online marketplaces, 70% on retailer websites, 50% through store apps, and 23% on social media marketplaces.
Half (44%) also said they expect to cut holiday spending this year, underscoring the pull of discounts and promotions.
“In today’s economic climate, robust omnichannel integration is indispensable,” Wolpov said. “Retailers that combine cost savings with seamless shopping will be best positioned to compete.”
Ryder, based in Miami, is a logistics, transportation, and ecommerce fulfillment provider serving brands and retailers nationwide.
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