Holiday shopping is a CX stress test: Four friction points retailers need to fix

Seasonal shopping is never just about the purchase. For the consumer, it's a process of making choices under pressure: time pressure, budget pressure, and the nagging doubt that a better deal is just a click away.

This presents an operational test for businesses. How do you stop potential customers from withdrawing from a sale? Every confusing product page, unclear policy, and surprise charge at checkout gives your customer a nudge to abandon their cart and continue their search elsewhere.

Statistics show that there's a lot to lose. According to PissedConsumer's holiday shopping trends survey, 49 pecent plan to shop this holiday season, down from 2025. Adobe predicts online holiday spending of US$275.1 billion, up 6.7 percent from 2025. Another study from Deloitte anticipates that 2026 holiday shopping will average $1,654 per household and classifies 38 percent of consumers as holiday value seekers who pursue five or more cost-cutting behaviors yet still intend to spend 12 percent more than the regular shopper.

However, this isn't a signal that consumers are spending more frivolously, rather, they are rewarding brands that remove the friction that makes it harder for them to commit to a purchase.

This article looks in detail at: 

• Four sources of friction that repel shoppers
• What retailers should prioritize ahead of holiday shopping season
• And why deep discounts and AI maximalism won't win the holiday shopper this season 

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The four sources of friction that repel shoppers

1. Value is as much about clarity as it is price

Value is regularly considered synonymous with discount. Consumers aren't always seeing it this way, though. The above-mentioned holiday shopping survey finds that 66.4% of participants prioritize quality over price, 48 pecent value free delivery, and 40 pecent consider the perceived trustworthiness of a brand or retailer.

This tells us that consumers perceive value as a mix of quality, trust, and price.

The friction encountered here is poor communication of value. Shoppers want to know what they are getting for their money. A product page that clearly presents quality assurances, total cost including delivery, and return conditions reduces pauses that lead customers to abandon purchases.

2. Not delivering on promises

Demand spikes during the holiday shopping season are the defining test of process resilience. When supply can't meet demand and the cracks begin to show in delays, lack of updates, and unfulfilled orders, your product is devalued by the customer.

Value is provided by accuracy and assurance. Delivery times that are met, customer service inquiries that are responded to thoughtfully and in a timely manner, and products that truly represent what is advertised.

Retailers must be robust, avoid making promises they can't deliver, and ensure sufficient resources are allocated to meet the increased pressure of the holiday season influx.

3. AI that hinders instead of helping

From AI assistance to recommendations and customer service chatbots, retailers are increasingly leaning out with AI-based customer touchpoints. The consumer reaction to this has been one of caution, if not rejection. 10 percent of respondents to the PissedConsumer survey said they intend to use AI in their holiday shopping, however, according to PwC, 29 percent  of consumers say they will use AI at some point during their shopping.

This should be read as a need for careful consideration of how AI is deployed rather than dismissing it altogether. Used where it excels and there is little ambiguity, such as questions of quantity, policies, etc., is entirely appropriate and optimal. Opportunistic use, such as interrupting the purchase process with irrelevant distractions or replacing human customer service, makes it a source of friction for the shopper.

4. Failing to provide post-sale services

The experience isn't over after checkout. The product still has to be delivered, received satisfactorily, and, if any problems arise, resolved promptly and professionally. Again, during and post- holiday season, demand for returns and refunds will spike due to unwanted gifts, so plans to accommodate this expected surge should be in place.

Operationally speaking, the upfront solution is communication quality, and part of that is visibility. This means clear, unprompted shipping and returns updates, customer service that is accessible and focused on quick, unfussy solutions, and an overall simplicity of customer facing processes.

What to prioritize ahead of holiday shopping season

Here are three things retailers should prioritize:

• Give the customer a comprehensive value rundown before checkout: Can a shopper answer the questions, "What's the total cost and when will I get it?" on the product page? If not, fix it.
• Ensure delivery promises can be kept: Audit your supply chain and address weak links that could fail and cause knock-on effects on your ability to deliver products when you say you will.
• Use AI to lessen doubt instead of create it: Apply AI to proven use cases only and give the customer a clear path to a human customer service agent.

Deep discounts and AI maximalism won't win the holiday shopper this season, they're looking for a business that understands the value mix, removes friction, and delivers on their promises.

Quick links

• How will agentic commerce shape Black Friday 2026?
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