Radial, a bpostgroup company and leader in eCommerce solutions, announced findings from its annual Peak Season Consumer Survey, uncovering shifts in what drives holiday shopping decisions. 

While economic pressures persist, this year, consumers are clear about what they want: certainty in delivery, flexibility in service, and trust beyond the checkout button. 

Tom Schmitt, CEO of Radial, said,

“This holiday peak season, consumers aren’t just buying products, they’re buying confidence. 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. Meeting demands around speed, transparency, and responsiveness isn’t a nice-to-have anymore; it’s the foundation for long-term loyalty.”

Radial’s research provides a strategic blueprint for brands and retailers as they navigate a peak season shaped by trade disruption and heightened consumer expectations.

This holiday season, brands that succeed won’t be the ones offering the biggest discounts, but the ones delivering the most seamless, confidence-inspiring experience. 

Speedy Delivery

When choosing between similarly priced, in-stock retailers, 62% of shoppers say faster shipping is the deciding factor, aside from price. 

The percentage of shoppers expecting 2–3-day delivery increased from 19% in 2023 to 30% in 2025. 

While only 7% say same- or next-day delivery is a reasonable expectation, that figure underscores the influence of Amazon Prime and Walmart+ in setting new standards for speed, even if most brands can’t meet them consistently. 

66% of consumers say they would give up a 5% discount to guarantee their delivery window, proof that reliability is now a greater driver than cost. 

Among younger shoppers, nearly one in three would still choose certainty even at a 20% discount. 

For retailers, this means operational excellence isn’t just an efficiency play; it’s what wins the cart.

Delivering Transparency

As urgency-driven marketing loses effectiveness, service-based trust signals are rising in importance. While 74% say they believe claims like “ships in 1–2 business days,” only 53% believe stock scarcity messaging. 

What shoppers do trust is clear, transparent communication after they’ve clicked “buy.” Real-time tracking, seamless returns, and consistent updates are essential. 

85% percent of consumers say they track their packages at least every few days, with one in four checking multiple times a day, especially young shoppers. 

These behaviors reflect a demand for reassurance and control throughout the delivery journey and are expectations across all brands and retailers. 

Also, nearly half of consumers have abandoned purchases due to a complicated checkout process. Another 31% walk away when preferred payment options like PayPal or BNPL aren’t available. 

49% say they abandon carts when a site doesn’t feel secure, highlighting how trust is built not only through fulfillment, but through every click that leads there.

The Importance of Flexibility

In fact, 58% say they’re tightening their holiday budgets, up from 38% in 2024. 

35% of shoppers are planning to spend less, specifically in response to tariff-related concerns, followed closely by a greater focus on deals and promotions (34%), and shopping earlier to avoid shipping delays (22%). 

Online purchases through major retailers like Amazon and Target continue to dominate, growing from 69% to 72% year-over-year. Also, custom marketplaces like Etsy and local boutiques saw modest increases, as consumers seek more curated, flexible options. 

The brands and retailers that triumph will be those that operate with speed and certainty at scale, offering flexibility in payment and delivery, and the transparency and service that shoppers now expect across every touchpoint.

Photo: Shutterstock.com/ Kwame Amo