Holiday Shoppers Plan to Spend More—but Still Expect Free Shipping
Kenco’s consumer survey points to larger holiday budgets and firm delivery expectations. Higher spending does not necessarily mean more merchandise moving.
Survey report published September 29, 2026. BTO coverage published October 29, 2026.
Holiday shoppers may be preparing to spend more this year, but many still expect delivery to come without an extra charge.
Kenco’s 2026 Peak Season Consumer Report found that 43% of respondents planned to increase their spending, while 39% expected to spend about the same and 18% planned to spend less. Meanwhile, 73% considered free shipping a standard part of shopping online. [1]
For retailers, those findings present a familiar challenge: shoppers judge a purchase by more than the product’s price. The cost of getting it home, and what happens if it arrives late or needs to go back, can matter too.
Bigger budgets do not tell the whole story
The spending figures describe intentions, not completed purchases. They also measure dollars, not the number of items people expect to buy.
Kenco reported that 59% identified product pricing and inflation as their biggest concern heading into the season. A larger shopping bill could reflect higher prices rather than a larger basket. The results should therefore not be treated as a forecast of proportionally higher sales volumes or shipments. [1]
Delivery expectations extend beyond speed
Nearly half of respondents, 48%, expected two-day delivery. Meanwhile, 47% expected free returns and 40% expected real-time package tracking. [2]
When an order is delayed, 35% most want an updated delivery date, while 29% want a proactive notification and another 29% want an explanation. Some 40% would accept longer delivery windows to reduce delays. Those responses suggest that predictability and useful communication matter alongside speed. [2]
A seasonal snapshot, not a sales forecast
Kenco says it surveyed more than 350 North American consumers. Its report page is dated September 29, 2026, so these are not newly released October findings. The public methodology does not specify the exact sample size, how respondents were selected, weighting or a margin of error. [3]
Actual sales and shipment results will be needed to show how the holiday season unfolds.
What this could mean for delivery businesses
BTO analysisFor operators serving retailers, the practical takeaway is about service expectations. Clear delivery windows and timely updates are worth discussing with customers. The survey does not establish new routes, contractor openings or higher pay. Any additional service requirements still need to be reflected in the agreement.
Sources & reporting notes
- Kenco: 2026 holiday shopping consumer survey ↗Primary survey announcement; spending, price concerns and free-shipping findings.
- Kenco: interactive 2026 Peak Season Consumer Report ↗Primary report; delivery, returns, tracking and delay-response findings.
- Kenco: report overview and publication date ↗September 29, 2026; survey scope and report context.
Coverage credit: FreightWaves’ October 29 report brought this survey to our attention. BTO’s article is independently worded from the primary Kenco sources linked above; no FreightWaves photograph or article text is reproduced.
AI-assisted research and drafting. Approved for publication by Mark The Mentor. Read our standards.
Illustration credit & context
Original AI-generated photo-style illustration created for BTO, October 29, 2026. This fictional holiday-delivery scene is not a documentary photograph or a depiction of a specific retailer, Kenco service or survey participant. No endorsement implied.