Trustpilot Initiates National Write a Review Week to Boost Consumer Feedback Ahead of the Holidays

Trustpilot's National Write a Review Week

As the holiday shopping season approaches, many consumers are looking for guidance on where to spend their money. According to a recent survey by Trustpilot, a staggering 86% of Americans check reviews before making their holiday purchases, showcasing just how crucial feedback is to the decision-making process. However, only a mere 17% of customers actively contribute to this essential discourse by leaving reviews themselves.

In a bid to alter this trend, Trustpilot is launching the inaugural National Write a Review Week from October 20 to October 24, 2025. This initiative invites consumers to share their honest experiences with the businesses they interact with, thereby helping other shoppers make informed choices. The fundamental premise is simple: The more reviews written, the more trustworthy the shopping experience becomes for everyone involved.

The Importance of Reviews

Reviews play a pivotal role in shaping consumer behavior, influencing everything from e-commerce purchases to significant financial decisions like mortgage providers. When people share their reviews, they effectively contribute to creating a reliable marketplace, benefiting both future customers and businesses alike.

Businesses stand to gain immensely from this initiative, as customer feedback allows them to understand market sentiment and adapt their services accordingly. In fact, Trustpilot allows U.S. businesses to invite an unlimited number of recent customers to leave reviews on their platform until October 31, fostering an environment where businesses can better engage with their customers.

Alicia Skubick, Chief Customer Officer at Trustpilot, emphasizes the necessity of this initiative: “This time of year is full of pressure, with endless options and deals that make it hard to know what's real and what isn't. Writing an honest review is a small act that makes an incredible difference—guiding fellow shoppers to make smart decisions and giving deserving businesses the visibility and trust they have earned.”

Encouraging Participation

Trustpilot aims to create a viewing point where customers understand that their reviews are not just mere thoughts but vital components that can influence another person’s shopping journey. The campaign will also bring attention to the fact that 40% of Americans are hoping for more reviews before Black Friday and Cyber Monday arrive, as they rely heavily on these comments during their shopping excursions. Notably, the absence of reviews can render shoppers hesitant; a significant 60% express caution when considering items without reviews, while 9% outright refuse to purchase them.

During National Write a Review Week, individuals are encouraged to think of a recent purchase or service they encountered and leave a review at Trustpilot's review page. Participants can amplify their voices on social media using the hashtag #WriteAReviewWeek to foster an online community of shared experiences.

The Impact of Trustpilot

With over 330 million reviews accumulated globally, Trustpilot serves as a valuable resource for more than 64 million users each month, helping consumers make educated decisions regarding purchases. The platform has experienced a noteworthy increase in the number of organic reviews, which surged by 32% in the first half of 2025 alone.

This initiative seeks to change the narrative around consumer feedback and demonstrate how critical individual contributions are to collective trust. As Trustpilot grows in its reach and impact throughout the U.S., encouraging more consumers to participate in leaving reviews can reshape the retail landscape dramatically, turning passive observers into active contributors.

Trustpilot began its journey in 2007 with the intent of uniting consumers and businesses through the power of shared reviews. Being transparent and impartial, it aims to help both parties: consumers make the best choices while assisting businesses in nurturing trust and driving growth. As we head into the busy holiday season, Trustpilot's National Write a Review Week could not come at a better time, reaffirming the idea that trust isn't merely built through algorithms or advertisements but is truly a collaborative effort, one review at a time.