Festive shoppers pay more attention to sustainable delivery options

Online consumers place increasing value on more sustainable delivery options. In addition, they are concerned about rising shipping costs. This is according to new research on festive shopping by Project44, conducted among more than 1,300 consumers.

Every year, the end-of-year holidays are a peak time for consumer purchases worldwide. The way people buy gifts and have them delivered is constantly changing. To understand these shifts in purchasing behaviour, Project44 conducted a study called ‘The State of Consumer Holiday Shopping 2024’.

It became clear that consumer expectations are changing. For instance, people value more sustainable delivery options and are concerned about rising shipping costs. According to Project44, these insights offer retailers and logistics companies starting points to better respond to their customers’ needs.

The survey shows that 68% of consumers want to receive their gift purchases before mid-November. This phenomenon, with retailers promoting holiday-related products earlier every year, seems to be caused by changing consumer preferences. Now that the peak period is moving to sooner in the year, it is essential for retailers to respond to this and meet consumer expectations.

Sustainability often prevails

The survey makes it clear that sustainability is often a decisive factor. For instance, 65% of consumers prefer to choose brands that have a focus on sustainability, as long as this does not come with significantly higher price tag. Furthermore, 51% of consumers plan their purchases further ahead and consciously choose slower delivery methods to reduce their carbon footprint.

In addition, the survey shows that consumers continue to be price sensitive. For instance, 40% of them are concerned about higher product prices, while 25% are afraid that free shipping will come to an end or will become more limited. 18% cite rising shipping costs as a major concern.

Moreover, 53% of consumers refuse to pay extra to guarantee on-time delivery. Yet reliable delivery seems to be crucial: 58% of consumers avoid buying from retailers that fail to meet their promised delivery dates. This further highlights the importance of delivery reliability, according to Project44.

Changes in buying behaviour

According to Carson Krieg, Director of Global Alliances at Project44, the findings signal a clear change in consumer preferences. ‘By purchasing gifts well before the busiest period, consumers not only save on costs, but also reduce their carbon footprint and limit delivery problems.’ Therefore, retailers that prioritize reliable shipping and lower carbon emissions will gain a significant competitive edge, he says.