Why speedy shipping may be crucial to holding on to customers

What’s driving holiday shopping decisions this year? Competitive prices, value for money, and—more than ever—fast delivery.

According to Blue Yonder’s 2025 Global Consumer Holiday Shipping Survey, 53% of shoppers expect their online orders to arrive within two to four days. Yet, confidence is lower; only 34% of the more than 6,000 respondents said they felt sure their purchases would arrive on time.

It is also why 78% of respondents were mapping out their holiday gift purchases three to four weeks in advance.

And while expedited shipping exists, 40% of US consumers say they’re unwilling to pay extra to speed up delivery. Instead, many would rather pick up orders themselves, with 53% of total respondents opting for in-store pickup and 42% choosing free locker pickup where available.

“Consumers across regions and generations are entering the holiday season with higher expectations around speed, affordability, and sustainability,” Ann Marie Jonkman, VP of global industry strategies at Blue Yonder, said in a statement. “These shifting priorities could have major impacts on retailers and logistics service providers as we enter peak season—with the potential to influence year-end sales performance significantly.”

The findings track with consumer expectation from previous holiday seasons as well, echoing the same urgency when it comes to delivery times.

In Project44’s 2024 holiday survey, 58% of respondents across the country said they were unlikely or very unlikely to shop again with a brand that had previously failed to deliver an order on time.

But it’s not just quick delivery; prices are a concern too. For 62% of US consumers, when prices and stock are comparable, the retailer that can ship the fastest wins their holiday business, a recent survey from Radial found.