Landmark Global is putting numbers behind what many cross-border retailers already feel: U.S. shoppers still want international products, but only when brands can guarantee cost clarity and on-time delivery. In its 2025 Holiday Cross-Border Shopping Survey, the La Mirada, California-based logistics provider shows that confidence, not discounts, is now the real conversion driver for global carts.
68% will pay more for guaranteed Dec. 24 delivery
In a survey of 1,000 U.S. consumers, 68% said they would pay extra for guaranteed holiday delivery, and 25% would pay 6–10 USD more, especially Millennials (39%) and Gen Z (34%). Top international categories include apparel, electronics, toys, and beauty and personal care, showing broad demand when delivery is predictable.
Yet this intent is fragile: 85% say duties and fees are reshaping how they shop. Confidence drops from 76% early in the season to just 24% one week before Christmas, underscoring how late-season uncertainty kills cross-border conversions.
Cost friction shifts spending back onshore
The research shows shoppers are not losing interest in buying abroad—they are reacting to unpredictable landed costs. More than 51% are lowering budgets due to shipping fees, while 45% say duties make the total cost unpredictable. That unpredictability pushes 31% of respondents to shift spend to U.S. retailers to avoid surprise charges at checkout or at the door.
James Edge, Chief Executive Officer of Landmark Global, said, “More customers are buying from retailers outside their home country, and what matters most to them is knowing their delivery will be reliable and hassle-free… Despite trade complexities and tariffs, consumers still enjoy international shopping; they just dislike surprises. Brands and retailers that succeed this season remove friction around cost, timing, and returns, as certainty drives conversions. Our role is helping brands create that confidence, making a global cart as predictable as a domestic one.”
Returns and duties are shaking trust
Consumers still trust cross-border brands to get the basics right: more than 54% feel confident retailers can handle correct paperwork, and 52% trust item valuation. Trust plunges once customs and returns enter the picture: only 46% trust accurate duty calculation, and just 36% feel confident returning cross-border purchases, with Boomers the least tolerant of delays or complexity.
Returns are the tipping point: 44% will accept longer windows if expectations are clearly set, but 45% become frustrated or walk away when delays are unexpected. That reliability gap shapes seasonal peaks: international interest is strongest around Black Friday (48%) and Cyber Week (46%), then falls sharply as delivery and resolution risks rise closer to December 24.
Operational proof beats promotional promises
The survey makes clear that late-season shoppers still convert, but only if brands prove control with visible delivery cutoffs, proactive tracking, transparent duties, and clear return policies. In other words, operational proof—not splashy promotions—is what turns cross-border intent into revenue.
Landmark Global is positioning itself as that operational backbone, actively supporting U.S. and international clients through tariff changes, compliance rules, and logistics challenges that shape holiday confidence. With strengths in lane management, in-house customs brokerage, and a global network designed for reliability, the company helps brands turn cross-border risk into predictable performance. As part of bnode (formerly bpostgroup), Landmark Global connects businesses to consumers in more than 220 destinations worldwide with services built around transparency and trust.
