More Online Shoppers Demanding Free Shipping, ‘Embracing’ In-Store Pickup, Says NRF

More online consumers are demanding free shipping and “embracing new options” like picking up their e-commerce purchases at a physical store, the National Retail Federation found. NRF canvassed 3,000 adults in November and found 75 percent expect delivery to be free even on orders under $50, up from 68 percent in a comparable survey a year earlier. Baby boomers are the biggest fans of free shipping, with 88 percent expecting it. That compares with 77 percent for Generation X consumers, 61 percent for millennials and 76 percent for Generation Z shoppers. Sixty-five percent of consumers consider shipping costs even before getting to the checkout page, said NRF Tuesday. Consumers also want their products fast, with 39 percent expecting two-day shipping to be free, and 29 percent claiming to have backed out of a purchase because two-day shipping carried a service charge. More than 70 percent were aware of buying online and picking up in store had tried the option and their top reason for doing so was to avoid shipping charges. “Consumers want free delivery, and they’re willing to meet retailers halfway to get it,” said NRF. “If we can get their purchase to the store, they’ll come pick it up if that’s what it takes to avoid a delivery charge. And once they’re in the store, they are very open to seeing what else the retailer has to offer.”