Nearly half of U.S. shoppers say that they're worried about their ability to afford holiday gifts this year, as high prices driven by tariffs have consumers tightening their wallets.

According to a survey of 2,000 American shoppers from e-commerce software company Narvar, two-thirds of consumers say that price will influence where they buy this holiday season, while 61% cited discounts as their main motivator. With many keeping their budgets small, shoppers are also prioritizing retailers that offer reliable shipping, hassle-free returns and value-packed loyalty programs.

"This holiday season, trust is the ultimate currency," said Narvar VP of customer strategy David Morin, in an October 14 release. "In a year marked by financial uncertainty, retailers who deliver precise, predictable experiences will be the ones who build lasting trust."

Read More: Tariffs Set to Turn Holiday Shopping Season into High-Stakes Gamble

A substantial part of that equation lies in customers receiving orders on time, with 53% saying that an accurate estimated delivery date (EDD) will influence their choice of retailer, and 56% saying that a reliable EDD makes them more likely to make a purchase. Customers are also willing to trade speed for affordability, with 88% saying that they would accept slower delivery in exchange for free shipping, and nearly 30% saying that they would be fine waiting up to five days if it meant they didn't have to pay. 

As the holiday season fast approaches, an increasingly uncertain global economy has been front of mind for the vast majority of shoppers. According to a separate survey of 250 North American consumers in September from 3PL provider Kenco, 90% of respondents said that they're worried that international trade issues will impact their holiday shopping. Another 58% cited tariffs and inflation as their biggest concerns headed into the peak shopping season, while nearly 80% said that they plan to spend either the same or less than they did last year.