68% of US consumers ready to pay extra for guaranteed holiday delivery

However, that intention is fragile: 85 per cent of consumers say duties and fees are changing how they shop. While 76 per cent feel confident ordering internationally early in the season, only 24 per cent maintain that confidence one week before Christmas, highlighting a growing gap between intent and trust.

Conducted among 1,000 US consumers, the research reveals that while Americans still want international products, they only follow through on purchases when brands and retailers remove uncertainty around delivery timelines, duties, and returns.

“More customers are buying from retailers outside their home country, and what matters most to them is knowing their delivery will be reliable and hassle-free,” James Edge, chief executive officer, Landmark Global, said in a press release. “Despite trade complexities and tariffs, consumers still enjoy international shopping; they just dislike surprises. Brands and retailers that succeed this season remove friction around cost, timing, and returns, as certainty drives conversions. Our role is helping brands create that confidence, making a global cart as predictable as a domestic one.”

The research shows that shoppers are not cutting back on international spending because interest has waned; instead, they are responding to unpredictable landed costs that are heightened by tariff sentiment and economic pressure. More than half (51 per cent) are lowering budgets due to shipping fees, and 45 per cent say duties make total cost unpredictable, driving 31 per cent to shift spend to US retailers to avoid surprise costs.

Consumers generally trust international retailers to execute basic fulfillment steps. Over half feel confident in correct paperwork (54 per cent) and item valuation (52 per cent), but trust erodes sharply once customs, duties, or returns enter the experience. Only 46 per cent trust accurate duty calculation, and just 36 per cent feel confident returning purchases across borders, with Boomers reporting the lowest tolerance for delayed or complex resolution.

Returns are a tipping point: 44 per cent of shoppers will tolerate longer cross-border return windows if expectations are set upfront, but 45 per cent become frustrated or reject delays when they are caught off guard. This reliability gap directly shapes holiday timing. International demand is strongest during Black Friday (48 per cent) and Cyber Week (46 per cent), then drops sharply as delivery and resolution risk increases. Even late-season shoppers will still convert, but only when brands and retailers prove control through visible delivery cutoffs, proactive tracking, transparent duties, and clear return expectations, reinforcing that operational proof, not promotional messaging, is what turns intent into revenue, the study showed.

The brands and retailers who win this season will be the ones that remove uncertainty before it reaches the customer–predictable pricing, clear delivery windows, and a returns process that feels trustworthy. But delivering that level of control across borders requires a partner built for volatility.

Landmark Global is actively guiding US and international clients through tariff shifts, compliance requirements, and the operational challenges that shape consumer confidence.

ALCHEMPro News Desk (RR)