L.L. Bean starts the holiday perks race with free shipping and no minimum

L.L. Bean Inc. is wasting no time giving web and catalog shoppers a big holiday shopping perk: free shipping with no minimum purchase.

L.L. Bean, No. 23 in the Internet Retailer Top 500 Guide, will run its offer of free shipping from now through Dec. 21.

The company says the offer is a way to thanks customer for robust spring sales which grew by 8%, though L.L. Bean isn’t releasing specific figures. “Our product offerings have been well received and allowed L.L. Bean to beat the retail trends in our market,” says CEO Chris McCormick. “In recognition of this performance we are taking this opportunity to express our appreciation to our customers as an added benefit to their holiday shopping.”

The free shipping applies to customers in both the U.S. and Canada, though home delivery on furnishings or other special items aren’t included, the company says.

With the holiday shopping season getting earlier each year, other online retailers will likely follow L.L. Bean and offer free shipping with no or lower minimum purchase, says Jim Okamura, senior partner at retail consultants J.C. Williams Group. “L.L. Bean has raised the bar and other direct competitors will follow suit,” he says. “It will be interesting to see who has flexibility in their marketing budget to match L.L. Bean’s offer versus those that will have to accept less margin to pay for less restricted free shipping.”