Survey: This factor keeps holiday shoppers happy

Shipping costs are important, but not the top motivator for consumers during the holidays. According to the 2019 Consumer Shopping Holiday Report from Rakuten Marketing, 58% of consumers say price affects their holiday shopping decisions the most. Broken down into specific pricing areas, 43% of consumers are most incentivized by sales and deals, almost double the 23% who focus most on shipping costs. Other popular motivators include coupons (15%) and rebates (13%).