The importance of offering consumers different shipping options during the holiday season has grown considerably in the past year, while free shipping still trumps fast, according to a new survey from Pitney Bowes.
In the online survey of 1,000 U.S. adults conducted in August by ORC International, 93% said shipping options were an important factor during the holidays, up from 70% in 2014. Fifty-six percent said they were very important, while 36% said they’re somewhat important.
When it comes to free vs. fast, 88% of respondents said free shipping, with the item arriving in 5-7 days, was the most attractive option, up from 82% last year. Twelve percent said they’d rather pay a fee for 1-2 day shipping.
“Options are no longer a privilege during the shopping experience,” said Christoph Stehmann, Chief Operating Officer of Digital Commerce Solutions for Pitney Bowes. “This holiday season consumers will expect the ability to choose their preference. Retailers must focus on offering diverse options, whether for shopping channel, shipping and return methods or even promotional offers in order to attract consumers throughout their shopping experiences.