SAN FRANCISCO — Narvar, the leading platform for intelligent post-purchase personalization, has unveiled its 2025 holiday shopping report, revealing that nearly 47% of U.S. consumers are worried about affording gifts this season. At the same time, shoppers are placing equal importance on accurate delivery timelines and competitive pricing, highlighting growing pressure on retailers to meet rising expectations around shipping reliability.
"This holiday season, trust is the ultimate currency,” said David Morin, VP of Customer Strategy at Narvar. “Price and promotions may draw consumers in—but what secures the sale, and earns loyalty beyond the season, is the confidence that a gift will arrive exactly when promised. In a year marked by financial uncertainty, retailers who deliver precise, predictable experiences—starting with estimated delivery dates—will be the ones who build lasting trust."
To better understand how shoppers are approaching the 2025 holiday season, Narvar surveyed more than 2,000 U.S. consumers. The results highlight the financial pressures shaping buying decisions and the operational priorities retailers must address.
Key Holiday Findings
● Delivery promises are deal-breakers: 53% of shoppers say estimated delivery dates (EDD) will influence their choice of retailer; 56% say accurate EDDs increase likelihood to purchase. Accuracy of delivery date outranks even shipping cost (57% vs. 56%) when consumers evaluate EDDs.
● Promotions and policies matter: 62% of shoppers say clear Black Friday/Cyber Monday discounts will determine purchases, while 57% want shipping and return policies visible on retailer websites.
● Shoppers will trade speed for free shipping: 88% of consumers are open to slower shipping in exchange for free delivery, with most comfortable waiting three to five days.
● Holiday shopping starts earlier than ever: Two-thirds of shoppers plan to begin before Black Friday, with 44% starting earlier than usual.
● Loyalty programs must deliver value: With savings top of mind, shoppers say perks like free shipping (73%), discounts (65%), free returns (60%), and cash-value points (57%) are the strongest drivers to join. Offering these benefits ensures retailers capture revenue while giving consumers value they can count on.
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