September 17, 2025
From Free Shipping to Flexible Returns: The New Rules of Retail
Nearly 3 out of 4 U.S. shoppers plan to split their 2025 holiday spending between online and in-store channels, according to Ryder System’s study. The report tracks how Americans’ shopping behaviours and expectations are shifting year over year, and for the first time, it includes a deep dive into holiday trends.
From free shipping dominating purchase decisions to the rise of comparison shopping to growing demand for flexible fulfilment, the study provides a roadmap for retailers navigating inflation pressures and evolving consumer preferences.
Holiday Spending Shaped by Savings
This holiday season, shoppers remain laser-focused on value. Nearly all respondents (94%) cited at least one money-saving incentive that would drive their purchases. Leading the pack were free shipping (76%), seasonal sales and discounts (64%), and free returns (31%). Interestingly, one-third of consumers said they shopped in-store in 2024 specifically to avoid shipping fees, and 44% plan to cut back on holiday spending in 2025.
“It’s a challenging year for brands trying to forecast demand,” says Jeff Wolpov, SVP of Ryder E-commerce. “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.”
Free Shipping Tops Year-Round Shopping Drivers
Free shipping isn’t just a holiday wish; it has become the single most influential factor in purchase decisions all year long. In 2025, 76% of consumers cited it as a top motivator, up 5% from last year and 12% from 2023. Meanwhile, fast shipping (defined as two days or less) has lost ground, with just 15% naming it a priority, down 10 points in two years. Among those using in-store pickup, 71% said they did so primarily to skip shipping costs, reflecting an 8% increase from 2024.
As inflation pressures persist, consumers are more actively weighing their options before purchasing. Nearly half (48%) say they are doing more comparison shopping, surpassing the 43% who say they are simply buying fewer items. That marks a shift from 2024, when scaling back purchases was more common than comparing prices. During the 2024 holiday season alone, three in four shoppers (75%) reported comparison shopping before buying.
Flexible Fulfilment Takes Priority
Delivery convenience is reshaping preferences. The ability to schedule a delivery date has nearly doubled in importance since 2023, jumping 15%. By contrast, demand for “fast shipping” fell by the same percentage. Still, speed mattered during the 2024 holiday season, with 29% of consumers opting for in-store pickup because it was faster than standard delivery. When it comes to returns, a majority (54%) now prefer to bring items back in-store year-round, reinforcing a trend first noted in Ryder’s 2024 report.
In addition, shoppers continue to mix and match channels, making omnichannel capabilities critical for retailers. While 45% reported shopping more online during the 2024 holiday season compared to the prior year, 25% said they actually shopped online less. Looking ahead to 2025, consumers expect to spread their spending across multiple platforms: 74% plan to shop in-store, 73% on e-commerce marketplaces, 70% on brand websites, 50% through store or brand apps, and 23% via social media marketplaces.
Retailers that can offer free shipping, clear value, and seamless omnichannel options are best positioned to win loyalty in a competitive, inflation-sensitive market.
