More than nine of 10 online shoppers (93%) say shipping options are important this holiday season, a 23% increase from the 2014 holiday season, according to a survey by Pitney Bowes.

Those shoppers also want bargains. Three in five respondents say they’ve spent more money online in order to qualify for free shipping, and 68% have used a coupon or promotional code to get a shipping discount, according to Pitney Bowes, a postage meter manufacturer and e-commerce technology provider.

Also, the majority of shoppers surveyed (61%) say they’re more willing to shop online during a sales event, while 39% favor shopping with retailers that offer a paid membership to guarantee faster and cheaper shipping, the survey shows.

The online survey, conducted for Pitney Bowes by ORC International, an opinion research firm, polled 1,000 U.S. adults in August about their attitudes toward shopping and shipping leading up to the holidays.

The survey also reveals:

• Most Americans plan to shop in stores (94%) and online (92%) this holiday season, with 94% planning to shop from a computer and 49% purchasing items from a mobile device.
• 98% of shoppers  track their packages for an estimated time of delivery, and most shoppers track their orders via email (39%) compared to a mobile device (30%) or a retailer’s website (2%).
• Shoppers will spread out their holiday buying, just as they did in 2014, indicating they will shop when they want rather than feel compelled to shop Black Friday, the day after Thanksgiving, and Cyber Monday, the Monday after Thanksgiving, events.
• 30% will shop before Thanksgiving.
• 41% will shop from Thanksgiving through Cyber Monday.
• 26% will shop on Thanksgiving and Black Friday.
• 17% will shop on Cyber Monday.
• 13% on the weekend between Black Friday and Cyber Monday.
• 34% will shop during the month of December.

“Options are no longer a privilege during the shopping experience. This holiday season consumers will expect the ability to choose their preference,” says ChristophCQ Stehmann, chief operating officer of digital commerce solutions at Pitney Bowes.

 “Retailers must focus on offering diverse options—whether for shopping channel, shipping and return methods or even promotional offers—in order to attract consumers throughout their shopping experiences.”