At Kinetic319, we believe strongly in listening to what customers have to say. We recently conducted a survey of 322 different consumers to get an idea of their plans for the 2025 holiday shopping season. This blog post was created based on the findings of that survey.
The holidays. The most wonderful time of the year. It’s a magical season filled with joy, togetherness…and a generous helping of logistical nightmares.
For shoppers, it’s often a blur of long checkout lines, panicked last-minute purchases, and the soul-crushing realization that their must-have item is out of stock. For retailers, though, holiday shopping represents a massive business opportunity—but only if they can address major customer pain points along the way.
Shopping can be complicated, especially during the holidays. We often focus on promotional strategies and product offerings, but we sometimes miss the big picture: what shoppers really need is a frictionless, frustration-free experience from start to finish.
To understand the challenges better, we surveyed 322 respondents from all walks of life and discovered seven common complaints that shoppers deal with during the holiday season.
But simply identifying the problems isn’t where it ends. It’s time to talk solutions, and that’s exactly what we’ll do in this guide.
Out of Stock Items Leave Shoppers Empty-Handed
Nothing ruins the joy of holiday shopping faster than seeing “Out of Stock” on the perfect gift. A significant 42% of our survey respondents named this as their biggest frustration, and it’s not hard to see why. When someone has their heart set on a specific item, being unable to get it feels like a loss.
Get ahead of this issue before it frustrates shoppers. Using real-time analytics to improve inventory forecasting is an essential strategy. Better predictions mean you can stock up on high-demand products before the holiday rush hits.
Another tactic is to offer a “notify me when in stock” alert. This simple feature keeps customers informed and engaged rather than leaving them wondering or seeking alternatives elsewhere.
For added goodwill, show them similar items if their top choice is unavailable. This subtle nudge might just lead to a surprise sale!
High Prices Are the Real Buzzkill
While the holidays are synonymous with giving, not everyone’s pockets are deep enough to handle the season’s steep price tags.
Consumers are getting out there to shop, with retail sales during the 2024 holiday season reaching a record $994.1 billion, but individual budgets are getting smaller. For 57% of our survey respondents, high prices ranked as the ultimate buzzkill. Customers are willing to spend during the holidays, but sticker shock can make them hesitant.
You can mitigate this by rethinking your pricing strategies. Early bird sales, when rolled out thoughtfully, can create an ideal win-win situation. Customers get savings, and your brand generates earlier cash flow.
Enhancing perceived value can also soften the impact of high prices. Offering perks like free shipping or complimentary gift wrapping makes customers feel they’re getting more for their money even if it doesn’t end up costing you a fortune. Loyalty programs are another great way to build trust and reward frequent shoppers, especially during the holidays when every dollar counts.
The Eternal Waiting Game With Shipping Delays
Few things are more frustrating than counting down the days to your package’s arrival, only for it to show up late. According to 37% of our survey participants, shipping delays seriously disrupt their holiday plans. The stress of wondering whether gifts will arrive on time is something no shopper wants to face, especially when the holidays are stressful enough as is.
Address this ongoing issue by diversifying your shipping options. Partnering with multiple couriers gives you a backup plan if one carrier gets overloaded.
Offering expedited shipping options with transparent and realistic delivery timelines also plays a critical role. And don't forget: customers appreciate updates during the shipping process, so providing tracking tools reduces the crippling anxiety of the unknown.
Indecisive Shoppers Don’t Know Where to Start
For 37% of respondents, figuring out the “perfect gift” is often the most stressful part of the holiday shopping experience. With countless options available, it’s easy to see how decision fatigue kicks in.
Fortunately, you have the opportunity to play the hero here by guiding their customers with curated gift guides tailored to different audiences. Whether it’s “Tech Lovers,” “Stocking Stuffers Under $50,” or “Gifts for the Hardest-to-Shop-For Person,” these guides simplify decision-making.
Spotlighting trending products or customer favorites is another way to inspire those struggling with ideas. When you use personalized recommendations based on browsing habits and purchase history, you also provide significant value to undecided shoppers.
Reviews That Leave More Questions Than Answers
Reviews are supposed to provide clarity, yet for 23% of our survey respondents, they only created more confusion. When reviews are unhelpful or nonexistent, it leaves customers second-guessing their choices.
Change this dynamic by actively encouraging your customers to leave detailed feedback. Offering incentives like discounts or sweepstakes entries makes this process more appealing.
Similarly, displaying top-rated products prominently will mean customers will gravitate toward items they can trust. And moderating reviews for relevance and addressing common queries head-on guarantees that customers leave with fewer doubts and more confidence in their purchases.
Too Many Ads and Promotions Create Noise
The holiday season comes with an avalanche of ads, and 24% of shoppers felt overwhelmed by the sheer volume during this “noisy” time. While the noble goal is to generate excitement, excessive or irrelevant promotions can do more harm than good.
Quality over quantity is the name of the game. Instead of blanketing everyone with ads, you should focus on targeted campaigns that are highly relevant to their audience.
Customer segmentation makes this easier, allowing businesses to deliver the right offers to the right customers at just the right time. Also, streamlining the browsing experience by reducing pop-ups and banners helps create a calmer, more enjoyable shopping environment.
Remember: the only noise you want to hear during the holidays is jingling bells and carols, not excessive advertising. Choose your messaging wisely.
Difficult Return Policies Sour the Deal
Nothing puts a damper on holiday cheer quite like trying to return an item and running into roadblocks. For 21% of respondents, cumbersome return policies made their shopping experience less pleasant.
Simplifying the return process should be top-of-mind for all brands. Clear, straightforward policies displayed on purchase pages help alleviate confusion.
A longer return window during the holidays also creates goodwill, as it aligns with the reality of last-minute shopping. Offering free returns adds yet another layer of trust, making customers more comfortable clicking “Buy” in the first place.
Online Design Frustrations Make Shopping a Challenge
A surprising 18% of respondents shared that poorly designed websites created headaches during their shopping experiences. Confusing navigation, cluttered pages, and slow load times all undermine the ease of digital shopping.
Treat web design as a priority, especially during the holidays when online traffic surges. Streamlining navigation means products are easy to find. Mobile optimization is more important than ever, as shopping from smartphones becomes the norm.
Finally, clean designs that eliminate unnecessary elements not only improve speed, but also create a pleasant visual experience that keeps customers browsing.
Building a Holiday Strategy That Works
Your takeaway here is simple. A stellar holiday shopping experience isn’t just about the products you offer, but about understanding and addressing the real frustrations of your customers. Whether it’s improving your inventory, simplifying returns, or offering curated gift guides, small changes can make a big impact.
The next step? Take a moment to audit your current holiday marketing strategy. Then, use these tips as a starting point to make meaningful adjustments that delight your customers and set your business apart.
Once you’re ready to take your retail strategy to the next level, visit Kinetic319 for a custom consultation designed to make this your best holiday season yet.