New ICSC Survey: Consumers Reassess the Cost of Convenience

ICSC:

ATTN: Retail/Real Estate/Business/Economic Editors and Reporters

WHO: ICSC

WHAT: Consumer data exploring behaviors and preferences related to convenience, shipping, and returns.

WHEN: 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.

QUOTE: “The cost of convenience has become a key part of the shopping decision. As the K-shaped economy continues to shape behavior, consumers are evaluating delivery fees, return policies, and fulfillment options alongside price, and those considerations increasingly influence where they shop and which retailers earn their loyalty. Our research shows that shoppers are willing to make tradeoffs when the value is clear, while also placing a premium on transparency and flexibility. Physical stores remain an important part of that equation because they help solve many of the practical challenges consumers encounter when shopping online.”

– Tom McGee, President & CEO, ICSC

RESULTS:

As retailers evolve their delivery fees, return costs, and fulfillment strategies, consumers are becoming more selective about how they weigh convenience against cost. New research from ICSC finds shoppers are willing to accept tradeoffs when there is a clear value exchange, but shipping costs, return fees, and transparency increasingly influence purchase decisions and loyalty. The findings also reveal notable differences across generations and income levels, underscoring that consumers place different values on convenience depending on their expectations and purchasing power.

Key findings from the survey include:

Consumers still value convenience but are weighing its cost more carefully. Shoppers remain willing to pay for convenience in some situations, but many are prioritizing savings and evaluating whether convenience delivers sufficient value.
- 90% would accept slower shipping in exchange for savings.
- 61% say lower cost matters more than convenience when shopping online.
- 70% agree retailers should offer shipping that is both free and fast.
- 60% are willing to accept slower shipping for savings, while still expecting both free and fast shipping as the standard.
Shipping and return policies are key drivers of conversion, loyalty, and retailer choice. Delivery costs, shipping speed, and return policies have become important factors in whether consumers complete a purchase or shop again with a retailer.
- 70% of online shoppers have abandoned their cart because of shipping costs.
- 67% say return fees make them less likely to purchase online.
- 65% have stopped, or would consider stopping, shopping with a retailer because of delivery fees, slow shipping, or inconvenient returns.
- Among shoppers who say return fees reduce online purchasing, 72% have stopped or would consider stopping shopping with a retailer because of delivery- or return-related issues.
Age and income shape how consumers value convenience. Younger consumers place a greater value on speed and convenience, and higher-income shoppers are more willing to pay for convenience but have less tolerance for poor delivery and return experiences.
- Millennials (78%) and Gen Z (74%) are the generations most willing to pay extra for faster shipping, compared to just 32% of Baby Boomers – making younger generations more likely to prioritize convenience over cost.
- Half of Gen Z consumers have already stopped shopping with a retailer because of slow delivery, inconvenient returns, or delivery-related costs, compared with 25% of Baby Boomers.
- Consumers with household incomes of $125,000-$249,999 are more likely than average to stop, or consider stopping, shopping with a retailer because of delivery or return issues (76% vs. 65% overall).
Transparency is an opportunity for retailers to strengthen trust and acceptance of evolving policies. Consumers are more willing to accept fees when they understand them before making a purchase.
- 56% say retailers are not upfront about return fees or costs before purchase.
- 71% would be more accepting of return fees if they were disclosed upfront.
- 67% say return fees reduce their likelihood of purchasing online.
Physical stores continue to provide value by helping consumers avoid online shopping friction. As online shopping becomes more expensive and complex, stores offer simplicity, immediacy, and flexibility that complement digital channels.
- 57% value stores for avoiding shipping fees and delivery wait times.
- 63% value immediate access to products.
- 61% value the ability to see or try products before buying.
- 44% value easier returns and exchanges.

About ICSC

ICSC is the preeminent membership organization serving the commercial real estate and retail industries. The organization promotes and elevates the marketplaces and spaces where people shop, dine, work, play and gather as foundational and vital ingredients of communities and economies. ICSC produces experiences that create connections and catalyze deals; aggressively advocates to shape public policy; develops high-impact marketing and public relations that influence opinion; provides an enduring platform for professional success; and creates forward-thinking content with actionable insights–all of which drive industry innovation and growth. For more information, please visit www.ICSC.com.