Market Research

Ryder Shares What Shoppers Are Prioritizing

In an e-commerce study, 94% of shoppers prioritize cost savings as well as flexibility and speed.

September 17, 2025

Assistant Editor

Ryder System publishes its 11th annual benchmark study on U.S. shopping behaviors, preferences, and expectations, now featuring a special section on holiday shopping.

The Ryder E-commerce Consumer Study: How U.S. Consumers Are Shopping in 2025 offers actionable insights to help brands and retailers optimize omnichannel sales and supply chain strategies amid economic uncertainty.

Jeff Wolpov, SVP of Ryder E-commerce, said,

“It’s a challenging year for brands trying to forecast demand. Still, one of the best ways to prepare for upcoming seasons is to reflect on insights gained from the previous ones. Our study identifies patterns and trends in purchasing, packaging, shipping, and returns to help guide strategy.”

The study found that Free shipping (76%), holiday sales/discounts (64%), and free returns (31%) top the list of 2025 holiday purchase motivators.

Notably, 33% reported shopping in-store in 2024 to avoid shipping fees, and 44% plan to reduce 2025 holiday spending.

Free shipping remains the top factor in purchase decisions throughout the year (76%), rising 5% from 2024 and 12% from 2023.

Fast shipping (two days or less) dropped to 15%, down 5% from both 2024 and 2023. 71% picked up online orders in-store to avoid shipping costs, up 8% from 2024.

Scheduled delivery (choosing a specific date) nearly doubled in importance since 2023, up 15%, when compared to fast shipping, down 15%. Yet urgency remained a factor during the 2024 holiday season, as 29% of shoppers reported utilizing in-store pickup because it was faster than standard delivery.

While 45% reported shopping more online during the 2024 holiday season compared to 2023, 25% reported the opposite.

For the 2025 holiday season, 74% plan to shop in-store, 73% on e-commerce marketplaces, 70% on store/brand websites, 50% via store/brand mobile apps, and 23% on social media marketplaces.

Find the full report here.