The Great Post-Holiday Return Rush: What Consumers Are Really Saying

The post-holiday season is in full swing and that means one thing for retailers: returns, and lots of them. UPS estimated that it will process 1.75 million returned packages on the most popular day for returns: January 4th.

To dive deeper into the topic of returns and better understand why customers are rushing to give back their gifts, the team here at Akeneo conducted a survey to uncover the truth about why shoppers return products, what they expect from brands, and how businesses can minimize return rates while keeping customers happy. 

Here are the top 10 insights we discovered, and what they mean for brands looking to improve their product experiences.

1. 65% of users returned a holiday gift in January

As we mentioned, January sees a wave of exchanges, refunds, and store credits as shoppers return items that weren’t quite right. For retailers, this means an influx of returns that can strain logistics. But it also presents an opportunity - turning returns into exchanges or store credits can keep customers engaged rather than losing them altogether.

2. 62% of consumers believe having more accurate product information upfront would reduce their likelihood of making a return

Consumers crave clarity. Whether it’s dimensions, material details, or real-life images, more transparency upfront leads to fewer surprises - and fewer returns. Brands that invest in enriched, accurate product descriptions not only reduce return rates but also build consumer trust, making them more likely to return (to shop!).

3. 59% said they have made a return specifically because the online product description was misleading or inaccurate 

Few things frustrate shoppers more than feeling misled. If a product doesn’t match its online description, trust erodes, and customers are unlikely to give the brand a second chance. Consistency between product information, images, and reality is key. The takeaway? If your product descriptions aren’t 100% accurate, you’re not just losing sales, but you’re creating avoidable returns.

4. 44% of consumers say that a brand offering sustainable returns would impact their purchase decision

Consumers are paying attention to return policies, and many want greener options, whether that’s reduced packaging waste, return consolidation, or incentives for keeping items. However, 65% of consumers expect returns to be free and simple; so how do you strike that balance?  While returns are a somewhat inevitable aspect of the retail industry, taking steps to minimize the frequency of returns, like offering in-depth sizing guides and visual aids or spotlighting user-generated content that includes information on size and fit, can help reduce waste, lower transportation emissions, and foster a better consumer experience. 

5. Nearly 40% of consumers are aware of the environmental impact of returns, and it impacts their decisions.

Returns aren’t just a business challenge; they’re an environmental one, with returns adding up to 30% of carbon emissions to the initial delivery. Shipping products back and forth contributes to global greenhouse emissions and waste, and nearly 40% of consumers are factoring this into their shopping decisions. Forward-thinking brands are finding creative ways to address this, like offering incentives for exchanges, promoting more sustainable return options, or even encouraging donation programs for returned goods.

6. Clothing was the most frequently returned product

Ah yes, the dreaded sizing issue. Particularly in fashion and apparel, sizing has been the ultimate return culprit for some time now. Whether it's shoes running a size too small or a jacket fitting too loosely, unclear or inconsistent sizing leads to frustration. Retailers can tackle this by offering detailed size charts, fit guides, and customer reviews that provide real-world insights into how a product fits.

7. 76% of consumers ranked inaccurate product descriptions as a top three reason for a product return

Let’s say it louder for the brands in the back: bad product information leads to bad customer experiences. From incorrect specifications to misleading images, customers expect accuracy. Brands that focus on enhancing their product information with enriched product data will see fewer returns and happier customers.

8. 65% of consumers will return a product in-person if that option is available

Even in an increasingly digital world, the human touch still matters. Many shoppers prefer the immediacy of in-store returns over the hassle of shipping items back. For retailers, offering flexible return options, especially buy-online, return-in-store (BORIS) programs, can be a major advantage. It also opens the door to an important opportunity: when customers return in-store, they’re more likely to make an additional purchase.

9. 58% of consumers said that sizing was the #1 reason for a product return

No surprise here - apparel leads the return parade, with 60% of consumers saying they returned clothing, followed by tech items (21%) and household goods (20%). Fashion retailers, in particular, should take note: improving product descriptions, offering virtual try-ons, and investing in size accuracy can make a significant dent in return rates.

10. 60% of consumers say they’re unlikely to continue shopping with a brand if the return process is difficult

Whether it’s restrictive policies, confusing instructions, or costly return shipping, shoppers have little patience for unnecessary hurdles. Brands that make returns seamless through clear policies, simple online processing, and convenient drop-off options can retain customers and encourage future purchases.

Final Thoughts: Turning Returns Into Opportunities

Returns may be a reality of retail, but they don’t have to be a losing game. Improving the overall product experience, getting the right information in front of customers from the start, and balancing offering smooth returns with a commitment to sustainability, businesses can turn return challenges into customer loyalty wins.

So, the next time you’re refining your product pages, return policies, or sustainability strategies, keep these insights in mind - because a better product experience means fewer returns, happier customers, and a stronger bottom line.

To learn more about the survey, check out the full press release.

Are you ready to take the next step?

Our Akeneo Experts are here to answer all the questions you might have about our products and help you to move forward on your PX journey.

Request a demoRequest a demoRequest a demo

Casey Paxton, Content Marketing Manager

Akeneo