ICSC survey finds consumers weigh convenience against cost
ICSC's 'Cost of Convenience' survey of 1,000 U.S. consumers reveals that 90% are willing to accept slower shipping for savings, while 70% have abandoned carts due to shipping costs. The study highlights generational divides, with Millennials and Gen Z more willing to pay for speed, and emphasizes the importance of transparency regarding return fees. Physical stores remain crucial for avoiding online friction.
*this image is generated using AI for illustrative purposes only.
Consumers are increasingly weighing the cost of convenience against savings, according to a new survey by ICSC. The research indicates that while shoppers still value fast delivery and easy returns, rising fees are influencing purchase decisions and retailer loyalty. The findings highlight a shift in behavior where consumers are willing to make tradeoffs, such as accepting slower shipping, provided the value exchange is clear.
ICSC's "Cost of Convenience" survey was conducted online from May 13, 2026 to May 15, 2026, with a demographically representative U.S. sample of 1,000 respondents. The data explores consumer behaviors and preferences related to shipping, returns, and fulfillment strategies. Tom McGee, President & CEO of ICSC, noted that the cost of convenience has become a key part of the shopping decision, with consumers evaluating delivery fees and return policies alongside price.
Key Survey Findings
The study identified several critical trends regarding how consumers approach online shopping costs and physical retail experiences.
Cost vs. Convenience
A significant majority of shoppers are prioritizing savings over speed. The survey found that 90% of respondents would accept slower shipping in exchange for savings. Additionally, 61% stated that lower cost matters more than convenience when shopping online. Despite this preference for savings, 70% of respondents agree that retailers should offer shipping that is both free and fast, indicating an expectation for high standards even when they choose slower options.
Impact on Loyalty and Conversion
Shipping and return policies are major drivers of cart abandonment and retailer churn. The data shows that 70% of online shoppers have abandoned their cart because of shipping costs. Furthermore, 67% said return fees make them less likely to purchase online. A total of 65% have stopped, or would consider stopping, shopping with a retailer because of delivery fees, slow shipping, or inconvenient returns.
Generational and Income Divides
Age and income levels significantly shape how consumers value convenience. Millennials (78%) and Gen Z (74%) are the generations most willing to pay extra for faster shipping, compared to just 32% of Baby Boomers. Half of Gen Z consumers have already stopped shopping with a retailer due to slow delivery or inconvenient returns, compared with 25% of Baby Boomers. Higher-income consumers also show less tolerance for poor service; 76% of consumers with household incomes of $125,000-$249,999 are likely to stop shopping with a retailer due to delivery or return issues, compared to 65% overall.
The Role of Transparency and Physical Stores
Transparency regarding fees remains a critical factor for consumer trust. The survey revealed that 56% of consumers believe retailers are not upfront about return fees before purchase. However, 71% would be more accepting of return fees if they were disclosed upfront. Physical stores continue to provide value by mitigating online shopping friction, with 57% of respondents valuing stores for avoiding shipping fees and 63% valuing immediate access to products.
| Metric | Percentage |
|---|---|
| Accept slower shipping for savings | 90% |
| Lower cost matters more than convenience | 61% |
| Expect free and fast shipping | 70% |
| Abandoned cart due to shipping costs | 70% |
| Return fees reduce likelihood to purchase | 67% |
| Stopped shopping due to delivery/return issues | 65% |
| Millennials willing to pay for faster shipping | 78% |
| Gen Z willing to pay for faster shipping | 74% |
| Baby Boomers willing to pay for faster shipping | 32% |
| Retailers not upfront about return fees | 56% |
| More accepting of upfront return fees | 71% |
| Value stores to avoid shipping fees | 57% |
| Value immediate access to products | 63% |
How will retailers adjust their fulfillment strategies to balance the high consumer demand for free and fast shipping with the rising cost of logistics?
Will the growing consumer intolerance for return fees accelerate the adoption of 'try before you buy' models or augmented reality tools to reduce return rates?
As Millennials and Gen Z show a higher willingness to pay for speed, how will brands segment their loyalty programs to cater to these specific demographics?
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