Nearly Half of U.S. Shoppers Worry They Can’t Afford Gifts This Holiday, According to New Narvar Data


Survey Also Finds Trust in Delivery Dates Tops Shipping Cost as a Key Driver of Holiday Purchases

‍SAN FRANCISCO — October 14, 2025 — Narvar, the #1 platform for intelligent personalization "beyond buy," today released its 2025 holiday shopping insights, showing that nearly half of U.S. consumers (47%) are concerned about their ability to afford gifts this season. At the same time, shoppers say accurate delivery promises are now as important as price, signaling new pressure on retailers to meet expectations around shipping.

"This holiday season, trust is the ultimate currency,” said David Morin, VP of Customer Strategy at Narvar. “Price and promotions may draw consumers in—but what secures the sale, and earns loyalty beyond the season, is the confidence that a gift will arrive exactly when promised. In a year marked by financial uncertainty, retailers who deliver precise, predictable experiences—starting with estimated delivery dates—will be the ones who build lasting trust."

To better understand how shoppers are approaching the 2025 holiday season, Narvar surveyed more than 2,000 U.S. consumers. The results highlight the financial pressures shaping buying decisions and the operational priorities retailers must address.

Key Holiday Findings

• Delivery promises are deal-breakers: 53% of shoppers say estimated delivery dates (EDD) will influence their choice of retailer; 56% say accurate EDDs increase likelihood to purchase. Accuracy of delivery date outranks even shipping cost (57% vs. 56%) when consumers evaluate EDDs.‍
• Promotions and policies matter: 62% of shoppers say clear Black Friday/Cyber Monday discounts will determine purchases, while 57% want shipping and return policies visible on retailer websites.‍
• Shoppers will trade speed for free shipping: 88% of consumers are open to slower shipping in exchange for free delivery, with most comfortable waiting three to five days.
• ‍Holiday shopping starts earlier than ever: Two-thirds of shoppers plan to begin before Black Friday, with 44% starting earlier than usual.‍
• Loyalty programs must deliver value: With savings top of mind, shoppers say perks like free shipping (73%), discounts (65%), free returns (60%), and cash-value points (57%) are the strongest drivers to join. Offering these benefits ensures retailers capture revenue while giving consumers value they can count on.

Visit Narvar's website here for more information.

Methodology‍

Narvar’s 2025 Holiday Shopping insights are based on a survey of more than 2,000 U.S. shoppers combined with platform data across leading retailers.

About Narvar

Narvar is the #1 platform for intelligent personalization “beyond buy,” empowering over 1,500 of the world’s most admired brands — including Sephora, Levi’s, Sonos, Warby Parker, and LVMH — to engage consumers, deliver seamless operations, and grow their business. Powered by IRIS™ and billions of data points, Narvar transforms the post-purchase journey by delivering personalized insights that build trust, safeguard operations, and unlock sustainable growth. From returns and exchanges to tracking, notifications, and fraud prevention, Narvar sets the standard for data-driven retail experiences.

‍