The Pickup Shift: Research Every Retail Brand Should See

Is your retail brand ready for the rise of pickup?

Pickup lets shoppers collect online orders from convenient locations like lockers, stores, or pickup points— instead of having them delivered to their home.

With hybrid work now the norm and porch piracy on the rise, more consumers are turning away from the ‘ship-to-home’ default in favour of smarter, more secure alternatives.

HubBox’s latest research confirms the shift. Based on insights from over 1,000 US shoppers, the findings reveal rising demand for delivery options that offer greater control and convenience – especially among younger, urban, digitally-savvy consumers.

This blog reveals our findings.

A different route for delivery

Home delivery still dominates – the average American shopper gets just over three quarters (76%) of their online orders delivered to their home. But there’s definitely a shift taking place.

Our research reveals growing numbers of consumers are turning to Access Points (think lockers, stores and pickup locations) for a quicker, more convenient way to receive their goods. 

Gen Z leads the shift, choosing pickup for 24% of their online purchases. Millennials follow closely, using Access Points for one in five orders. 

And demand is growing – 70% of shoppers now want the option to choose pickup at checkout.

Why are more online shoppers choosing pickup?

So what’s behind the shift?

Convenience is key. More than a quarter of consumers say pickup is easier based on their lifestyle – rising to 35% for Millennials. 

Other top motivations include:

• • To avoid late deliveries – 27%
• • Porch piracy concerns – 24% 
• • To cut delivery costs – 22%
• • Speed of delivery – 20%
• • To avoid mis-deliveries – 15% 
• • To avoid delivery anxiety – 14%
• • As an eco-friendly alternative to home delivery – 9%

Picking up savings – and more cart conversions

While convenience is a clear motivating factor, cost is a large part of the puzzle, too. 

According to our study, 56% of shoppers would consider using an Access Point if it meant saving money at checkout. That jumps to 68% for Millennials.

Pickup is especially appealing for high-value items. Shoppers are most likely to choose local pickup locations or lockers for expensive purchases (31%), medicines and prescriptions (29%), electronics and food & drink (both 26%).

Offering pickup at checkout with HubBox offers cost savings to retailers, too. By taking advantage of consolidated delivery discounts and reduced residential and peak season surcharges, retailers using HubBox save as much as $5 per package and an average of 30% on shipping costs. 

Retailers that offer pickup via HubBox are also able to cut their cart abandonment rates – sometimes significantly – by giving shoppers the shipping options they want to see. 

If pickup is free, it’s even more persuasive. More than half of shoppers (55%) told us they’d be more likely to complete the checkout process if free delivery to a pickup point was available. Four in 10 shoppers said pickup at checkout is their number one priority when shopping online and 76% placed it in their top three. 

Offering pickup is also more likely to attract customers in the first place. Our research showed almost half (49%) say they’re more likely to shop with retailers offering pickup – rising to 61% of Millennials and 55% of those living in urban areas. 

The hidden costs of home delivery

Our study revealed that 56% of shoppers would prefer to use pickup to protect their deliveries from porch piracy – and it’s easy to see why.

Theft from doorsteps is a major and growing issue, especially in large American cities. More than a third (36%) of shoppers have had parcels stolen – jumping to 47% for those in towns and cities.

On average, victims have been hit six times in the past year, losing goods worth over $315.

For retailers, it’s a customer service nightmare that is costing millions every year. While two-thirds tend to replace the stolen item with no fuss, half of consumers said they’d been left out of pocket or had to fight for a replacement.

The damage done to a retailer’s reputation by porch piracy can be considerable. More than a third (37%) of consumers told us they avoided a retailer after a porch theft incident. Another 46% said it dented their trust in the brand.

Peak season pain 

Peak season only intensifies the problem. During last Christmas, 25% of orders were late and 13% were misdelivered. 

Porch theft also spikes during peak season. More than three quarters (80%) of victims had items stolen during the Black Friday to Cyber Monday window.

Customer acquisition costs retailers an average of $78 per customer, and it can be even more during peak season. Recovery from peak season delivery failures – missed packages, frustrated buyers, costly reships – can quickly wipe out any gains made. 

By adding pickup at checkout with HubBox, retailers protect their investment in customer acquisition and reduce the risks that come with home delivery. It’s easy to implement, cost-effective, and meets growing customer demand for convenience and control.

To avoid delivery drama at peak season, shoppers are already turning to pickup at checkout: 

• • 63% prefer Access Points during Black Friday for convenience
• • 63% say they’ll use them to hide holiday gifts from curious family members
• • Gen Z are especially on board – 69% use pickup to avoid theft at peak season

Pickup at checkout is the future of retail

The benefits of pickup are clear. 

For consumers, it means more control, less risk and a delivery experience that fits around their life – as well as cost savings. 

For retailers, HubBox translates to lower shipping costs, higher conversion rates and fewer customer service issues—because orders are delivered right the first time. Fewer missed deliveries mean fewer complaints, fewer returns, and a smoother post-purchase experience.

Offering pickup helps meet rising customer expectations and keeps you ahead of the curve in a competitive market. It’s a straightforward way to add convenience, reduce delivery risk, and build stronger customer loyalty.

The good news is HubBox’s award-winning ‘pickup at checkout’ software makes it easy for retailers to offer local collection options at online checkout.

Trusted by 1,500+ brands, including Macy’s, Gap and Selfridges, HubBox helps retailers reduce shipping costs, cut missed deliveries and boost conversions – while giving customers the flexible delivery options they now expect.

HubBox is a plug and play solution that can be integrated from just one day. Learn more with a free demo.