Retailers are planning for one holiday season. Shoppers are preparing for another.

This new report, based on surveys of 1,348 consumers and 100 senior retail decision-makers, reveals a season defined by gaps: shoppers starting earlier than retailers plan to reach them, shoppers demanding refund and return experiences retailers aren't prioritizing, and shoppers embracing AI faster than retailers trust themselves to deploy it.

The retailers who win this season won't necessarily be the fastest or the cheapest. They'll be the ones who close the distance between what they plan to deliver and what shoppers say they need — before, during, and long after checkout.

‍51% vs. 24%

51% of shoppers say a hassle-free return experience would bring them back to a retailer after the holidays. Only 24% of retailers are investing in a seamless return experience.

‍58% vs. 77%

58% of shoppers plan to start holiday shopping earlier this year. 77% of retailers have no plans to incentivize early shopping.

‍65% vs. 8%

65% of shoppers plan to use AI for at least one part of their holiday shopping. Just 8% of retailers are very confident in their ability to use AI to improve the shopper experience.

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Inside, you’ll see:

• Where shopper expectations and retailer readiness diverge 
• Why accurate delivery dates matter more to shoppers than lightning-fast shipping
• How refund and return policies shape purchase decisions before shoppers ever add to cart
• What brand hospitality looks like in practice: the investments retailers are making to earn repeat purchases after the holidays
• How retailers are deploying AI across delivery prediction, customer service, and fraud prevention this season

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What you’ll learn:

• What shoppers need to feel confident before + after checkout
• Where the biggest readiness gaps are hiding
• Why delivery accuracy beats delivery speed
• How to make returns and refunds a conversion tool
• Where AI is earning a permanent place in retail operations

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The season is already underway

Nearly half of retailers (46%) begin holiday preparation in July — and shoppers are moving even earlier, with most planning to finish much of their shopping before Black Friday. The window to adjust your strategy is now.

Download the report to see where your holiday plans align with shopper expectations — and where you have time to close the distance.

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