This holiday season, Americans aren't just focused on the right gift.
Concerns about home security, retail safety, and package protection are shaping how people approach shopping in 2025. From adding cameras and smart lights to avoiding crowded stores and seeking safer delivery options, households are reworking their traditions with security at the center.
With scams, theft, and crowded shopping environments posing risks, peace of mind has become just as important as finding the perfect gift.
Key Findings
- 62% of Americans are concerned about porch pirates this year.
- 59.5% would pay more for secure delivery options.
- 40.5% of Americans say that safety concerns influenced their decision to shop online or in-store this year. That share rises to 61% among Gen Z.
- 31% of Americans lack confidence that retailers provide adequate security during the holidays.
- 35.5% often avoid crowded stores or peak hours because of safety concerns.
- 40% of Gen Zers plan to do most of their holiday shopping online.
- 21% say they feel less safe in stores this year compared to last.
- 42% of men would buy from a website they've never heard of if it offered a big discount, compared to 32% of women.
- Only 31% expect their overall holiday spending to rise.
Porch Pirates Still Top the List of Worries
Package theft remains one of the biggest threats of the season. Shoppers want reassurance that what they buy will arrive at their doorstep.
- 62% of Americans are concerned about porch pirates this year.
- 59.5% would pay more for secure delivery options.
This concern has become a defining feature of modern holiday shopping. Shoppers now expect delivery companies and retailers to offer solutions that protect their packages, from secure lockers to better surveillance.
Even with household budgets stretched, people are willing to spend extra to protect their purchases. Many are also taking matters into their own hands by upgrading home security.
From surveillance cameras and motion-activated lights to package containment boxes and smart doorbell alerts, households are looking for ways to feel confident that deliveries will arrive safely.
Security isn't just about protecting a purchase. It's about peace of mind during one of the busiest times of the year.
Safety Concerns Are Steering Choices
For many, safety is no longer just background noise. It's shaping how they shop.
- 40.5% of Americans say that safety concerns influenced their decision to shop online or in-store this year.
- That share rises to 61% among Gen Z.
This signals a broader shift in consumer behavior. Shopping isn't simply about price or convenience anymore; it's about which option feels safest. This trend could reshape the retail calendar, pushing more people toward off-peak hours or online deals, and it underscores how safety is becoming part of the value proposition.
Shoppers Question Retailer Security
Even when they step into stores, many Americans don't feel that businesses are doing enough to protect them.
- 31% of Americans lack confidence that retailers provide adequate security during the holidays.
- 35.5% often avoid crowded stores or peak hours because of safety concerns.
Trust is emerging as a competitive advantage. For brick-and-mortar stores already battling online competition, this trust gap could have serious consequences. Shoppers want clear signs that stores are investing in protections, whether that means visible staff, improved monitoring, or stronger cybersecurity.
Choosing the right security, whether you're installing cameras or hiring staff, can determine how successful your store becomes. Without proper security, customers might take their business elsewhere.
Gen Z Turns to Online Shopping
Younger shoppers are leading the shift online, driven by convenience and safety concerns.
- 40% of Gen Zers plan to do most of their holiday shopping online.
- 21% say they feel less safe in stores this year compared to last.
Retailers who fail to provide that sense of security, whether in-store or online, risk losing the loyalty of a generation that's just beginning to form long-term shopping habits.
Gen Z isn't just buying online for convenience. They're also avoiding risks tied to in-person shopping. However, shifting online presents new challenges, from phishing scams to package theft, that require stronger digital and delivery protections.
Discounts Increase Scam Risks
Financial pressure is also making shoppers more vulnerable to fraud.
- 42% of men would buy from a website they've never heard of if it offered a big discount, compared to 32% of women.
This behavior reflects how inflation is shaping not just spending levels, but risk tolerance. The temptation of saving money is powerful, yet it increases the likelihood of falling victim to phishing sites or counterfeit retailers.
For cybersecurity experts, this season represents a perfect storm: people are eager to spend but less likely to double-check whether a deal is legitimate. It's a reminder that security education is just as important as security technology.
Most Americans Are Adapting Their Holiday Budgets
While inflation is top of mind, not everyone is increasing their budgets.
- Only 31% expect their overall holiday spending to rise.
Most households are keeping budgets flat or finding ways to stretch their dollars further. That could mean hunting for discounts, cutting back on big-ticket items, or even turning to homemade gifts and more personal traditions.
When people are being more creative with their budgets, every purchase feels more valuable. That sense of value adds weight to concerns about scams, delivery theft, and in-store safety. Losing a gift, whether it's stolen, delayed, or compromised, carries more emotional and financial impact when money has been carefully managed to afford it in the first place.
Summary
The 2025 Holiday Security Sentiment Index reveals that the season isn't only about what people buy. It's about the feeling of safety, whether it be online or in person. From avoiding crowded stores to paying extra for delivery security, Americans are adjusting traditions under the weight of both inflation and safety concerns.
For retailers, shipping companies, and security providers, the takeaway is clear: safety is a central part of today's holiday shopping experience.
Methodology
To understand how Americans approach holiday shopping and security habits, we surveyed 1,000 adults across the United States ahead of the 2025 holiday season. Participants answered a series of questions about how concerns around theft, scams, and safety are influencing their spending, shopping locations, and protective measures such as home surveillance, delivery security, and in-store precautions. Responses were analyzed by demographic groups, including age, gender, and income, to identify emerging trends and differences in behavior.
Fair Use
Users are welcome to utilize the insights and findings from this study for noncommercial purposes, such as academic research, educational presentations, and personal reference. When referencing or citing this article, please ensure proper attribution to maintain the integrity of the research. Direct linking to this article is permissible, and access to the original source of information is encouraged.
For commercial use or publication purposes, including but not limited to media outlets, websites, and promotional materials, please contact the authors for permission and licensing details. We appreciate your respect for intellectual property rights and adherence to ethical citation practices. Thank you for your interest in our research.