Ryder System, Inc. published its 11th annual benchmark study on U.S. shopping behaviors, preferences and expectations, with a special section on holiday shopping. Ryder E-commerce Consumer Study: How U.S. Consumers Are Shopping in 2025 offers insights to help brands and retailers optimize omnichannel sales and supply chain strategies amid economic uncertainty.
“It’s a challenging year for brands trying to forecast demand,” said Jeff Wolpov, SVP of Ryder E-commerce, in a news release. “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
Savings Drive Holiday Purchases
Free shipping (76%), holiday sales/discounts (64%) and free returns (31%) top the list of 2025 holiday purchase motivators, according to the study. Notably, 33% reported shopping in-store in 2024 to avoid shipping fees and 44% plan to reduce 2025 holiday spending.
Free shipping remains the top factor in purchase decisions throughout the year (76%), according to the study, 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, the study found that 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.
Scheduled delivery (choosing a specific date) nearly doubled in importance since 2023, according to the study, up 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, the study found that 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,” said Wolpov in the release. “This year’s findings reinforce the value of cost-conscious, seamless shopping experiences.”
