The number of shoppers identified as serial returners – a £6.6 billion thorn in the side of UK retailers last year – has dropped by a third, falling from 12% to 8% of all consumers, according to new research from returns and post-purchase specialists ZigZag. This shift has saved retailers a forecasted £1.7 billion in the value of returns generated by serial returners in 2025, a sign that retailers are gaining control over the most opportunistic returners.
While serial returners are sending back fewer items, the decline has been offset by a rise in occasional and slow returners, suggesting some displacement between groups. Returns fees and added friction have curbed the most problematic behaviours, but not all serial returners have become efficient ones. With limited incentives to return goods quickly, some shoppers are now keeping unwanted items or taking longer to send them back.
Retailers reframe returns
Retailers are fighting back against serial returners by making targeted changes to returns policies that encourage more conscious purchasing. Brands like ASOS and Next have introduced measures to target high-frequency returners, and more than 3 in 4 of the UK’s 100 largest retailers (76%) have implemented returns fees or are withholding delivery refunds.
Most retailers charged under £3 for returns – typically £2.50 to £2.95 – creating enough friction to curb over-ordering and return abuse. This is helping brands protect their margins, the environment, and the retail ecosystem. With 71% of shoppers previously expecting returns to be free, it marks a shift in consumer mindset.
Returns reset
Returns culture is being rebalanced as retailers are now focused on striking a better balance between protecting margins and preserving customer satisfaction. While price sensitivity remains, Gen Z and Millennial shoppers say they will pay up to £2.10 in returns fees before reconsidering a purchase, compared with £1.50 for older shoppers. This provided breathing room for brands to refine their models.
ZigZag CEO Al Gerrie said: “Returns policies define customer behaviour at the checkout. Curbing serial returners was an absolute priority after a disproportionate £6.6bn hit last year. What we’re now seeing is the industry drawing a clear line between loyal customers and those gaming the system. When done right, returns policies are a clear competitive advantage, a balancing act between cost control and customer satisfaction. There is no one size fits all approach. Retailers must continuously hone their returns models, as basket abandonment is common and consumer expectations are always shifting.”
Tailored returns for different shoppers
Returns are now critical to purchasing decisions. It is promoting retailers to shape their policies aligned with their customer base. Premium and mid-market brands like Sweaty Betty, AllSaints and COS have reduced friction to build loyalty among more affluent shoppers, while ASOS and New Look are trialling segmented policies tailored to shopping behaviour.
Richard Lim, CEO at Retail Economics, added: “Retailers have made real progress in curbing the most costly returns behaviours, but the next step is about encouragement as much as deterrence. Clearer communication, faster refunds and loyalty-linked incentives can nudge shoppers towards returning items quickly and responsibly. As returns policies mature, the focus will shift from simply reducing costs to actively shaping positive, efficient post-purchase behaviour.”
Retailers with national store estates – like Next and H&M – are encouraging in-store returns (which remain free), while charging between £2-3 for postal returns. This nudges shoppers towards more cost-effective and environmentally-friendly methods, without sacrificing convenience.
Al Gerrie continued: “Free returns are no longer the default. In reality, most consumers are willing to pay a reasonable price so long as the experience is clear, fast, and reliable. With today’s visibility on returns data, brands can fine-tune their approach to reduce costs, ease pressure on customer service, and improve satisfaction. Knowing what’s being returned and why is only half the picture. Retailers need to understand how customers feel about the process to really drive retention.”
