Retailers Hope Free Shipping Turns You Into A Regular

Two words have become mandatory music to the ears of holiday shoppers: free shipping.

This holiday season – with cash-strapped consumers searching harder for deals – more online and catalog shoppers now consider free shipping not a bonus but the price of entry for their business.

"You're delighted the first time you get free shipping, but you expect it the second time," says Rebecca Lieb, vice president at Econsultancy, a digital marketing news publisher.

Folks also want their free shipping without strings, and more of that's on tap. While 25% of retailers offered no-strings free-shipping deals during the holidays five years ago, 57% say they'll do so at some time this holiday season, according to the eHoliday Study by Shop.org, the e-commerce division of the National Retail Federation.

"Consumers feel it's their right to buy online without paying for shipping," says Scott Silverman, executive director of Shop.org.

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For retailers, the motive isn't always winning that single sale. Many view the holidays as their annual opportunity to lure new customers and make them regulars, Silverman says. And it's often regular online shoppers who most detest shipping charges.

The unofficial kickoff day for free-shipping offers is the Monday after Thanksgiving (Nov. 30). And on Dec. 17, about 500 sellers – from Toys R Us to Crate & Barrel – will join in the second annual Free Shipping Day organized by freeshipping.org, which tracks and promotes deals. Until then, here are some current offers:

•Free shipping with no strings. David's Cookies offers free shipping on all online and phone orders through Dec. 31, to all entering the code FREESHIP at checkout. "Free shipping is critical," says Harris Beber, David's vice president of e-commerce. Shoe site Zappos.com says it has free shipping and free return shipping every day, not just on holidays.

•Free shipping for current customers. LandsEnd.com has free shipping for current customers through Nov. 17. "In tough times, Lands' End wants to make sure it's top of mind," spokeswoman Michele Casper says.