Anxious Shoppers Require Quality Over the Holidays 

Consumer sentiment is wobbling as we approach the end of summer. And with the holiday season around the corner, persistent inflation and economic uncertainty leave consumers pessimistic. They plan to conserve cash rather than splurge and will shop cautiously and intentionally, focusing on necessities, promotions, discounts, and quality products. 

Modern brands will need to work harder than ever to connect with customers and win their long-term loyalty. But Radial’s peak season research describes a path forward to connect with shoppers: focus on quality and reliability to soothe anxious shoppers. 

Radial’s research has shown repeatedly that customers seek certainty and reliability from brands. That includes eCommerce and B2B fulfillment quality. In fact, 72% of consumers say that shipping speed and reliability are the most important considerations when they make a purchase. 

When a shopper first encounters a brand, they anchor on trust. Per Radial’s latest consumer data, 67% of consumers either always or mostly trust retailers’ delivery promises. Even trusting consumers want guarantees, however. Forty-eight percent want a money-back or guaranteed shipping rate, frequent tracking updates (43%), a specific delivery date rather than a range (42%), and real-time inventory confirmation (36%).  

If trust is broken, they rarely give a brand additional chances to correct the mistake. One-quarter of shoppers still attribute a delivery failure directly to the brand even when another platform owns the transaction. And a significant percentage of shoppers will drop a brand after encountering shopping difficulties, delays, or cancellations.  

Most consumers are willing to trust retailers, but their confidence is conditional rather than absolute. That puts pressure on retailers to define accurate delivery promises that they can meet. Trust is built through accountability and visibility. Consumers don’t just want retailers to say an order will arrive; they want concrete information and guaranteed solutions if the promise isn’t met.  

As brands prepare for this and future holiday peak seasons, they must reassess and refine their omnichannel strategies as well. Shoppers expect to find brands via many channels. Thirty-nine percent of consumers trust a brand more when they see it across multiple channels. Just 5% trust it less. That means modern retailers need to expand their omnichannel strategies to win shoppers during holiday peaks and beyond as being present on more channels improves both visibility and credibility.   

Retailers should likewise pay close attention to how shoppers flock to marketplaces as the holiday season approaches. EMARKETER projects that Amazon and Walmart will likely account for 52.6% of US holiday eCommerce in 2026. Over half of brands are already responding to buyer trends and seeking a marketplace presence. But adding new, complex channels requires complying with new partners’ requirements amid accelerating demand. Brands will need to maintain consistent inventory across channels and maintain reliable operations to meet shoppers’ high expectations.  

Managing new channels may require working with trusted logistics partners that have the deep expertise necessary to navigate operational complexity across an increasingly fragmented holiday season.  

Radial’s peak season survey revealed that the path to success for the holidays and beyond requires brands to focus on their quality and consistency. Only then will they win and keep cautious customers.  

For example, shoppers are prioritizing fast shipping, with 78% of consumers selecting faster shopping as the number one factor when selecting a brand. It’s not solely about speed, however. Up to 70% of consumers are willing to give up a 5% discount on their order for a guaranteed delivery promise, with the value of a guarantee remaining durable even at higher discount levels. There’s a tangible economic value for shoppers behind fast, guaranteed, and reliable delivery. 

 
Guaranteed speed is closely followed by quality returns and better customer service. This makes sense: Shoppers want to connect with brands when they need assistance, and they want quality returns options after the holiday rush. 

Trust starts, not with brand recognition or a web presence, but with the overall quality of the shopping experience. That includes reliable and quality fulfillment. Quality reinforces trust, and we’ve seen the trend across demographics, industries, and even international borders. Great shopping experiences, backed by operational excellence, wins customers. And as another busy holiday season approaches, it will be the brands with strong eCommerce and B2B fulfillment that win sales and keep customers this year and beyond.  

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