According to one study, approximately 50% of all shoppers are reluctant to pay for standard shipping, even if they are willing to pay for faster, upgraded shipping. During the 2015 holiday season, one study found that 78 percent of all retailers offered some type of free shipping; the most common offer was free standard shipping if the order exceeded a specific amount. Such an approach can encourage shoppers to purchase multiple items from the same site to meet the minimum requirement for free