Landmark Global Finds 68% of U.S. Holiday Shoppers Will Pay More for Guaranteed Dec. 24 International Delivery

Amid inflation, tariffs, and fulfillment risk, Americans still want global products but only buy when expectations are transparent, and execution is proven

LA MIRADA, Calif.--(BUSINESS WIRE)--Landmark Global, a leader in cross-border e-commerce delivery and international logistics solutions, today announced the results of its 2025 Holiday Cross-Border Shopping Survey. Conducted among 1,000 U.S. 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,” said James Edge, Chief Executive Officer, Landmark Global. “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.”

Confidence Now Determines Conversion

Amid trade and tariff uncertainty, consumer interest in cross-border products remains strong. Sixty-eight percent of consumers would pay more for guaranteed holiday delivery, and 25% would pay $6–$10 extra, especially Millennials (39%) and Gen Z (34%). Top categories driving international purchasing include apparel, electronics, toys, and beauty and personal care, signaling broad demand when delivery is assured.

Yet that intention is fragile; 85% say duties and fees are reshaping how they buy. While 76% feel confident ordering internationally early in the season, only 24% maintain confidence one week before Christmas, revealing a widening gap between intent and trust.

Cost Friction Redirects Spend, Not Demand

The research shows that shoppers aren’t 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%) are lowering budgets due to shipping fees, and 45% say duties make total cost unpredictable, driving 31% to shift spend to U.S. retailers to avoid surprise costs.

Operational Proof Drives Purchases

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

Returns are a tipping point: 44% of shoppers will tolerate longer cross-border return windows if expectations are set upfront, but 45% 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%) and Cyber Week (46%), 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 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 U.S. and international clients through tariff shifts, compliance requirements, and the operational challenges that shape consumer confidence. With expertise in lane management, in-house customs brokerage, and a global network engineered for reliability, Landmark Global helps brands turn cross-border risk into predictable performance.

Businesses looking to strengthen trust, reduce friction, and convert global demand into revenue can learn more about Landmark Global’s cross-border solutions at International Parcel Delivery & Logistics | Landmark Global.

Methodology

Landmark Global conducted the survey with Dynata from November 21–24, 2025, polling 1,000 U.S. consumers aged 18 and older.

About Landmark Global

Landmark Global is a trusted provider of international delivery and logistics solutions that help businesses grow in the global e-commerce marketplace. We support retailers and brands with reliable parcel delivery, customs clearance, returns services, and international mail options, all designed to make cross-border shipping simple and efficient. Our team combines global reach with local expertise to ensure a smooth and dependable experience for both merchants and their customers.

As part of bnode (formerly known as bpostgroup), Landmark Global benefits from a strong international network. Together, we connect businesses to consumers in more than 220 destinations worldwide with solutions built around transparency, trust, and outstanding service.