Ryder Survey Finds Free Shipping Beats Fast Delivery in 2025

The 2025 Ryder E-commerce Consumer Study, released by Ryder System on September 16, 2025, delivers a clear message to retailers: 94% of U.S. consumers prioritize cost savings above all else this holiday season, with flexibility and seamless omnichannel experiences close behind in importance. The study, grounded in three comprehensive surveys conducted in early 2025, offers a blueprint for brands facing uncertain demand and inflation-impacted consumer behaviors.

Shoppers Shift Focus: Free Shipping and Discounts Win Out

When asked about top holiday purchase motivators, 76% of shoppers cited free shipping, 64% chose holiday sales/discounts, and 31% named free returns as crucial factors in their buying decisions. As Jeff Wolpov, Senior Vice President of Ryder E-commerce, puts it: 

The study reveals that promotional levers like free shipping and discounts are now more influential than the promises of two-day (or less) delivery that once defined the Amazon era. Only 15% of consumers now say super-fast delivery is a top priority, down from 20% a year ago. By comparison, the interest in scheduled delivery—choosing a specific date—has nearly doubled since 2023, rising 15%.

Comparison Shopping and the Rise of Flexible Fulfillment

The squeeze from rising prices and economic uncertainty has turned consumers into meticulous deal-hunters. 48% of shoppers say they now compare prices more often, and 43% admit to buying less overall as a reaction to inflation. In-store pickup and in-person returns are also seeing strong usage: 29% of holiday shoppers used in-store pickup last year (mainly for speed), while 54% now prefer to return online purchases in brick-and-mortar stores, making omnichannel fulfillment an expectation rather than a perk.

All Channels Matter: The Reality of Omnichannel Shopping

The data shows the typical holiday customer is everywhere: 74% plan to shop in physical stores, 73% on online marketplaces, 70% on store or brand websites, 50% via mobile apps, and 23% on social marketplaces this season. Digital and physical commerce have converged, with shoppers following the best deals, rewards, or fulfillment options from channel to channel. The study stresses, in today’s economic climate, robust omnichannel integration is indispensable. This year’s findings reinforce the value of cost-conscious, seamless shopping experiences.

Inflation and Spending: Americans Are Cautious but Ready to Spend—If the Price Is Right

While customers are eager for deals, they remain cautious about their budgets: 44% of respondents say they will reduce holiday spending in 2025, a reflection of compressed discretionary budgets and hesitation around big-ticket purchases. Instead of simply buying less, these shoppers are willing to switch retailers or channels for the right offer, underscoring the competitive pressure on everyone from big-box stores to digital-first brands.

Holiday Trends and Strategy for Retailers

The Ryder study’s findings offer tips for brands looking to win in this environment:

• Make free shipping standard: It’s the top motivator and can be leveraged through bundled minimums.
• Promote flexible fulfillment: Options like in-store pickup, scheduled delivery, and convenient returns increase satisfaction and help manage delivery costs.
• Double down on omnichannel: Build seamless transitions between online, app, in-store, and social touchpoints—consumers will shop multiple places for the same items if it means saving money or time.
• Personalize and target deals: Use loyalty programs, app notifications, and granular segmentation to reach price-conscious customers with meaningful discounts and perks, especially in the weeks leading up to and after peak shopping periods.
• Manage inventory and returns smartly: Ready stock and efficient returns are now table stakes, not just differentiators, for driving customer retention and satisfaction.

In a volatile economic environment, insights like these are an essential resource for brands. The story is cost-savings with flexibility—consumers want to save, but not at the expense of convenience. Retailers that harmonize their online and in-store strategies have the best shot at loyalty and volume this holiday season.

Final Thoughts

The 2025 holiday retail landscape is defined by customers who are savvy, cost-driven, and omnichannel by nature. With 94% prioritizing cost savings and growing demand for flexible shopping experiences, retailers must pivot from purely speed-driven models to strategies that harmonize price, perks, and pathways to purchase—online or in person.