Retail supply chain experts think as many as 1-in-3 shoppers will send back their Black Friday and Cyber Monday bargains, with retailers bracing for a wave of returns on ‘Returns Tuesday’, the 10th December.
In 2023, returns volumes increased by 145% after Black Friday and Cyber Monday. When compared to the previous year, 2022 also saw an uplift in returns of 130%, according to data from ReBound Returns.
New YouGov data of 2,000 consumers found nearly a third of shoppers (29%) admit to returning items they’ve bought after being influenced by heavy discounts. A quarter of consumers blamed an impulse purchase being the reason for returns.
Festive occasions drive a spike in returns, with 28% of those that admit to buying outfits for ‘one-off wears’ doing so for Christmas parties and 15% have returned their ‘Christmas Jumper Day’ jumpers and 28% have returned their work Christmas party outfit.
Nearly four in ten “one-off-wear” shoppers (38%) admit to buying clothing and accessories during the festive season, with the intention of returning it after they’ve worn it. What’s more, 19% cheekily changed their mind about what they’d bought, after seeing photos of themselves wearing outfits and not liking how they looked, with goods then returned to retailers.
The research was commissioned by Advanced Supply Chain (ASC) and sister company ReBound Returns, with 2,085 UK consumers surveyed.
It usually takes just a few minutes for shoppers to decide on what products they’re sending back, and then a couple of days to package up and return goods. The weekend after Black Friday and Cyber Monday will be a busy time for shoppers sending bargains back, with the majority of returns arriving at retailers on Returns Tuesday, the 10th December.
– Ben Balfour, managing director, Advanced Supply Chain
This year we’re expecting an even bigger spike in returns as consumers are open to buying with the intention of returning – even after wearing.
Retailers need to decide whether such returns should be fully refunded. Having returns grading in place will allow brand to have the necessary data whether they will be acting on it or not. There’s still time for retailers to improve their returns set-up for this festive peak period. Having proper insights in place will lead to fewer returns and better performance throughout the entire peak season and into 2025.
– Jelle Schoenmaker at ReBound Returns
A study by ASC last year found that only 1-in-10 retailers managed to resell the majority of customer returns via the same point of sale. 41% of goods sent back were resold through discount channels, while 16% were recycled and 13% of returns were donated to charities. 12% of items sent back were disposed of due to unsalvageable wear and tear.
