KING OF PRUSSIA, PA — Radial, Inc., a bpostgroup company, has released its annual Peak Season Consumer Survey, revealing that this year’s holiday shopping season will be defined less by discounts and more by confidence. Amid trade disruptions and persistent economic pressure, consumers say reliable delivery, service flexibility, and post-purchase trust will shape where they spend.
“This holiday peak season, consumers aren’t just buying products, they’re buying confidence,” said Tom Schmitt, CEO of Radial. “Brands and retailers who stand out this season will be the ones who can scale quickly, fulfill and deliver with reliability, and eliminate friction at every step of the click-to-delivery experience.”
Delivery Certainty Outweighs Discounts
Fast and predictable delivery has become non-negotiable. Sixty-two percent of shoppers say shipping speed is the deciding factor when choosing between similarly priced, in-stock retailers. Expectations have tightened sharply: 30% of consumers now expect two- to three-day delivery, up from 19% in 2023, while tolerance for weeklong waits has dropped to 23%.
Consumers are even willing to pay for reliability. Two-thirds would forgo a 5% discount to guarantee delivery windows, while nearly one in three younger shoppers would choose certainty over a 20% discount.
Trust Beyond Checkout
The survey shows that trust is earned after the purchase is made. Real-time tracking, seamless returns, and frequent updates are essential, with 85% of consumers checking their package status regularly and one in four checking multiple times per day.
At the same time, checkout remains a crucial trust touchpoint: 49% of shoppers abandon carts when a site feels insecure, nearly half walk away from overly complicated checkout processes, and 31% leave if preferred payment options like PayPal or buy-now-pay-later aren’t available.
Flexibility as a Baseline
Economic pressure is pushing 58% of consumers to tighten holiday budgets, up from 38% in 2024. Tariffs are playing a role, with 35% planning to spend less as a result. Shoppers are also turning to deals (34%) and buying earlier (22%) to avoid potential delays.
Where consumers shop continues to stabilize, with online giants like Amazon and Target growing their share to 72%. Custom marketplaces such as Etsy and local boutiques gained ground as well, each rising to around 12%, reflecting a growing interest in curated and flexible shopping experiences.
Radial’s findings suggest brands will need more than deep discounts to win. In 2025, success will hinge on operational excellence—fast, predictable fulfillment, flexible options at checkout and delivery, and a transparent, trustworthy customer experience from click to doorstep.
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