September 26, 2025
Holiday Shoppers Don’t Trust the Hype
Nearly 7 in 10 shoppers (69%) confessed they’ve sent back items bought during major sales events, according to Akeneo’s latest PX Pulse survey on holiday shopping behaviour. According to the shoppers, poor product quality, confusing or missing details, and misleading images are to blame. Even though returns are rampant, the thrill of holiday deal days hasn’t faded; consumers are still eager to hunt for bargains, but they’re doing so with more caution and higher expectations.
This holiday season, shoppers are favouring big-name third-party platforms over brand websites. More than half (51%) of consumers say they’ll shop on apps like Amazon, while just 21% will head directly to a brand’s own site. Mobile remains a critical channel: 38% will browse retailer apps, 36% will shop from retailer websites, but only 15% are turning to social commerce on TikTok or Instagram.
“Shoppers are drawn in by discounts, but it’s trust, transparency, and strong product information that drive their loyalty and keep them coming back for future purchases,” said Romain Fouache, CEO of Akeneo. “Our research shows that consumers will quickly change their minds and look for alternative options if details are incomplete, unclear, or misleading. For brands and retailers, the lesson is clear: invest in product information that is accurate, consistent, and transparent across every channel.”
Emerging checkout tools like ChatGPT-based purchasing are still a curiosity rather than a habit. While 46% of shoppers haven’t tried it yet but are open to the idea, only 27% of those who have actually used it plan to stick with it. Shoppers want innovative tools to feel just as reliable and trustworthy as traditional ones, no matter the platform.
Why Shoppers Return Their Deals
The survey paints a picture of shoppers chasing more than just discounts. Nearly 80% believe they’re getting the best deal on big shopping days, but high return rates suggest otherwise. The biggest reasons for returns include:
- 30% say product quality didn’t match expectations
- 17% of the found items didn’t match the description or photos
- 14% spotted a lower price after purchase
What’s more telling is that 27% of consumers say trust in the brand outweighs both discounts and price when deciding where to shop.
Research Is the New Shopping Superpower
Before buying, 89% of consumers now do some form of research, whether that’s skimming reviews, checking competitor prices, or digging deep across multiple stores. If shoppers can’t find the info they need, they won’t hesitate to leave. In fact, 77% will jump to another site, with 38% abandoning a retailer completely if key details like sizing or materials aren’t easy to locate. Another 39% will happily grab that information from a competitor instead.
Consumers demand accuracy, transparency, and consistency across every shopping touchpoint. Retailers who fail to provide complete product data risk losing sales—not just once, but for good.
