The Most Returned Products in 2026 — And How to Avoid Buyer's Remorse
Returns are one of the largest hidden costs in retail, and the problem is only getting bigger. In 2025, American consumers returned an estimated $849.9 billion worth of merchandise — a staggering figure that represented roughly 16.9% of total retail sales. For online-only purchases, the numbers are even more dramatic: over 30% of all items ordered online are sent back, compared to about 8-10% for brick-and-mortar purchases.
But not all products are returned equally. Some categories consistently generate return rates that would make any retailer wince, while others barely see items come back at all. Understanding which products get returned the most — and, crucially, why — can save you time, money, shipping headaches, and that nagging feeling of buyer's remorse.
We dug into the data across dozens of retailers, industry reports from the National Retail Federation, and consumer surveys to build a comprehensive picture of what gets returned, why people return it, and what you can do to break the cycle.
Return Rates by Product Category
Not all product categories are created equal when it comes to returns. Clothing dominates the return landscape, while categories like groceries and pet supplies barely register. Here is how the major product categories stack up in 2026, based on aggregated retailer data and industry reports.
Return Rate by Product Category
The gap between the highest and lowest return-rate categories is enormous. A clothing retailer may process returns on nearly half of online orders, while a bookstore might handle returns on fewer than one in twenty-five. This disparity shapes everything from how retailers price products (yes, return costs are baked into what you pay) to how aggressively they invest in sizing technology and product descriptions.
💡 Why online return rates are so much higher
The 30%+ average online return rate dwarfs the 8-10% in-store rate for a simple reason: you cannot touch, try on, or inspect products before buying online. This "tactile gap" is the single biggest driver of returns across every category. Retailers who have invested in AR try-on tools, detailed 360-degree photos, and size recommendation AI have seen return rates drop by 20-35%.
1. Clothing & Apparel — The Undisputed Return King (25-40%)
Clothing is the most returned product category in the world, and it is not even close. Online apparel return rates routinely hit 35-40%, with some fast-fashion retailers reporting rates north of 50% for certain product lines. Even in-store, clothing return rates hover around 10-15% — still higher than the overall average for all products.
Why clothing returns are so high
The reasons are well-documented and stubbornly persistent:
- Sizing inconsistency. A medium at one brand is a large at another. A 2023 study found that a women's size 8 varied by up to 5 inches in waist measurement across 20 major brands. This has not meaningfully improved.
- Fit issues beyond size. Even when the size label is "correct," the cut, fabric drape, sleeve length, rise, and overall silhouette may not match expectations. Fit is subjective and deeply personal.
- Color discrepancy. What looks like a rich navy on your laptop screen may arrive as a washed-out blue. Monitor calibration, photography lighting, and fabric texture all distort color representation online.
- Fabric feel. "Soft cotton blend" in the description can feel like sandpaper in person. Texture is virtually impossible to convey through a screen.
- Bracketing behavior. A growing number of shoppers intentionally order multiple sizes or colors of the same item, planning to return the ones that do not work. More on this practice later.
How to reduce your clothing returns
Pros
- ✓Use AR virtual try-on tools — retailers like ASOS, Amazon, and Nike now offer them
- ✓Check the size chart AND reviews for each specific item, not just the brand
- ✓Read the fabric composition carefully — 95% polyester will feel very different from 95% cotton
- ✓Look for customer-uploaded photos, not just studio shots, to see real fit and color
- ✓Know your body measurements (bust, waist, hips, inseam) in both inches and centimeters
- ✓Order from brands you already own and know the sizing for
Cons
- ✗Avoid buying 'aspirational sizes' — buy for your current body, not a future goal
- ✗Don't trust generic size labels (S/M/L) without checking centimeter measurements
- ✗Don't assume consistent sizing even within the same brand across different product lines
- ✗Avoid buying final-sale items unless you are absolutely certain of fit
✅ The measurement trick that cuts returns in half
Take a piece of clothing you already own that fits perfectly. Lay it flat and measure the chest width, shoulder width, body length, and sleeve length. Then compare those measurements to the size chart of whatever you are about to buy online. This flat-lay comparison method is far more accurate than relying on body measurements alone, and several studies have shown it can reduce return likelihood by 40-50%.
The worst offenders within clothing
Not all clothing subcategories have the same return rates. Here is how they break down:
| Clothing Subcategory | Typical Return Rate | Primary Reason |
|---|---|---|
| Dresses | 35-50% | Fit variation, occasion-specific buying |
| Jeans & Pants | 30-40% | Inseam length, rise, waist fit |
| Suits & Formalwear | 25-35% | Precise fit requirements |
| T-Shirts & Basics | 15-20% | Fabric quality, color mismatch |
| Outerwear & Jackets | 20-30% | Sizing across layers, arm length |
| Activewear | 20-25% | Compression fit, opacity issues |
| Underwear & Socks | 5-8% | Low return rate due to hygiene policies |
2. Shoes & Footwear — The Sizing Nightmare (20-30%)
Shoes are the second most returned product category, and the reasons overlap heavily with clothing: sizing is wildly inconsistent, and you genuinely cannot know how a shoe feels until you walk around in it. Online shoe return rates commonly reach 25-30%, with some premium sneaker and dress shoe retailers reporting even higher.
Why shoe returns are so high
- Half-size differences matter enormously. Unlike clothing where a slightly loose shirt is still wearable, a shoe that is half a size too small will cause blisters, and half a size too large will cause heel slip.
- Width is almost never standardized. Most online retailers sell only standard width (D for men, B for women), but a significant portion of the population needs wide or narrow options.
- Break-in period uncertainty. Some shoes (leather boots, dress shoes) need 20-50 hours of break-in time. Customers often return them before the break-in is complete, mistaking temporary discomfort for poor fit.
- Intended use mismatch. Running shoes that feel great standing in your living room may feel terrible at mile 3. Trail shoes that look perfect online may not provide enough ankle support on rocky terrain.
How to reduce your shoe returns
- Measure your feet in the evening, when they are at their largest (feet swell throughout the day). Use a Brannock device or a printable foot-measuring guide.
- Always check the brand-specific size chart. Nike runs small. New Balance runs wide. Adidas varies by model. Never assume a size 10 in one brand equals a size 10 in another.
- Read reviews specifically about sizing. Look for phrases like "runs small," "order half size up," or "narrow fit." Aggregated sizing feedback is more reliable than any size chart.
- Buy from retailers with generous wear-and-return policies. Nike's 60-day wear test and REI's 365-day window let you genuinely try shoes in real conditions.
✅ The two-shoe strategy
If you are between sizes, order both and return one. Yes, this is technically bracketing (see section below), but it is a far better outcome than keeping the wrong size and suffering through it or making two separate return trips. Retailers like Zappos and Nike explicitly design their policies to accommodate this.
3. Consumer Electronics — Expensive Mistakes (15-20%)
Electronics occupy an uncomfortable middle ground: they are expensive enough that a bad purchase stings, but technical enough that many buyers do not fully understand what they are getting until the box is open. Online return rates for electronics hover around 15-20%, which might sound moderate compared to clothing, but the dollar value per return is dramatically higher.
Why electronics returns are so high
- Compatibility issues. The laptop that seemed perfect does not support the software you need. The Bluetooth speaker will not pair with your older TV. The USB-C cable is the wrong generation. Compatibility in the electronics ecosystem is a minefield.
- Overpromise, underdeliver. Marketing specs do not always translate to real-world performance. A TV with "stunning HDR" may look washed out in a bright living room. A laptop with "all-day battery" dies after 5 hours of actual use.
- Feature overwhelm and regret. Buyers purchase the top-of-the-line model, then realize they are paying $400 extra for features they will never use. Or they buy the budget model and quickly discover its limitations.
- Defects and DOA (Dead on Arrival). Electronics have higher defect rates than most product categories. An estimated 3-5% of consumer electronics arrive non-functional or develop issues within the first week.
- Rapid price drops and new releases. You buy a phone on Monday; a newer model is announced on Tuesday. Buyer's remorse hits hard in a category where last week's cutting-edge is this week's outdated.
How to reduce your electronics returns
Pros
- ✓Check detailed specifications (not just marketing bullets) before purchasing
- ✓Verify software/hardware compatibility with your existing devices
- ✓Read long-term reviews (3-6 months after release), not just day-one impressions
- ✓Compare prices across multiple retailers — the same item varies by $50-200
- ✓Buy from retailers with solid return windows and no restocking fees
- ✓Check if the manufacturer offers a trial period (e.g., Apple's 14-day return)
Cons
- ✗Don't buy new product releases on day one — wait 2-4 weeks for real-world reviews
- ✗Don't forget to check for restocking fees, especially at Best Buy ($45 for phones)
- ✗Don't overlook the importance of trying a device in-store before buying online
- ✗Don't purchase extended warranties without reading the fine print on what's actually covered
Restocking fees — the hidden cost of electronics returns
Many electronics retailers charge restocking fees that can add up to serious money. Here is what to expect:
| Store | Restocking Fee | Return Window | Notes |
|---|---|---|---|
| Best Buy | $45 flat | 15-60 days | Only on activatable devices (phones, tablets with plans) |
| Apple | None | 14 days | No restocking fee but very short window |
| Amazon | Up to 20% | 30 days | Only charged on some third-party seller items |
| Costco | None | 90 days | Electronics-specific 90-day limit, no fee |
| Walmart | Up to 20% | 30 days (electronics) | Only Marketplace sellers; Walmart itself charges nothing |
| Target | None | 30 days (electronics) | 15% fee on opened Apple items at some locations |
| Micro Center | 15% | 15 days | Applies to most opened items |
⚠️ Open-box electronics are often non-returnable
Many retailers sell "open-box" or "refurbished" electronics at a discount, but these items frequently come with shorter return windows or are sold as final sale. Always check the return policy before buying open-box. Best Buy's open-box items follow the standard return window, but many Amazon Warehouse deals have more restrictive terms.
4. Home Furniture & Decor — The Measurement Problem (10-15%)
Furniture returns are logistically brutal for both consumers and retailers. Returning a couch is not like dropping a shirt in a mailbox. The return rate of 10-15% may sound low compared to clothing, but given the average price point and the complexity of return shipping, furniture returns are among the most costly in retail.
Why furniture returns are so high
- Dimension miscalculation. The sofa that looked perfect online is two inches too wide for your doorway. The dining table overwhelms the room. Shoppers consistently underestimate how important exact measurements are.
- Color and material mismatch. A "warm gray" sofa on screen arrives looking green under your living room lighting. Fabric texture, leather grain, and wood tone are notoriously difficult to judge from photos.
- Assembly disappointment. That sleek mid-century dresser from the product photo turns out to be 200 pieces of particleboard with cryptic instructions. Assembly difficulty is one of the top reasons for furniture returns.
- Quality versus expectation. Online furniture ranges from solid wood heirloom pieces to flimsy flat-pack items that wobble on arrival. Photos can make both look equally premium.
- Comfort is subjective. Mattresses, sofas, and office chairs cannot be adequately evaluated from a description. What feels "firm" to one person feels "hard as concrete" to another.
How to reduce your furniture returns
- Measure everything twice. Measure the space where the furniture will go. Measure your doorways, hallways, and stairwells. Then check the product dimensions and add 2-3 inches of clearance on each side.
- Order fabric and material swatches. Most reputable furniture brands will mail free swatches so you can see the actual color and feel the texture in your own home under your own lighting.
- Read the assembly reviews separately from the product reviews. A great-looking bookshelf with nightmarish assembly is not a great bookshelf.
- Buy from retailers that offer free returns on large items. This is rare but important — returning a sofa without free pickup can cost $100-300 in shipping fees.
- Check the return policy for assembly requirements. Some retailers require items to be disassembled and repackaged in the original box for a return. Others will pick up assembled items.
| Retailer | Return Window | Free Pickup? | Must Repackage? | Restocking Fee |
|---|---|---|---|---|
| IKEA | 365 days | No ($included in order) | Original packaging preferred | None |
| Wayfair | 30 days | Free for large items | No (pickup as-is) | None (standard items) |
| Amazon | 30 days | Select items only | Yes, if possible | Up to 20% for some items |
| Costco | Unlimited (case by case) | Yes | No | None |
| West Elm | 30 days | Yes (furniture) | No | None |
| Pottery Barn | 30 days | Yes (furniture) | No | None |
✅ The cardboard cutout trick
Before buying any large piece of furniture online, cut a piece of cardboard (or tape together newspaper) to the exact dimensions listed in the product specifications. Place it in the intended spot in your room. This takes 10 minutes and will save you the three-week headache of receiving, realizing it does not fit, scheduling a pickup, and waiting for a refund.
5. Beauty & Personal Care — The Sensitivity Gamble (5-12%)
Beauty products have a lower return rate than clothing or electronics, but the returns that do happen are often driven by factors that are genuinely difficult to predict before purchase: skin reactions, color mismatch on different skin tones, scent preferences, and formula disagreements.
Why beauty returns happen
- Allergic reactions and skin sensitivity. A moisturizer that works beautifully for most people can cause breakouts, redness, or irritation for someone with sensitive skin. Ingredient lists are long and confusing, and most consumers do not know their specific triggers.
- Foundation and concealer shade mismatch. Despite the expansion of shade ranges, finding the right foundation match online remains largely guesswork. Screen colors are unreliable, and undertone (warm, cool, neutral) is difficult to assess without trying the product.
- Fragrance disappointment. Perfume and cologne are one of the most subjective product categories. A scent that smells divine on a test strip may interact poorly with your body chemistry.
- Performance shortfall. The "24-hour wear" mascara that smudges after 3 hours. The "full coverage" foundation that looks sheer. Marketing claims frequently overstate real-world performance.
- Product expiration or damage in shipping. Heat-sensitive items (lipsticks, serums, chocolate-based products) can degrade during transit, especially in summer months.
How to reduce your beauty returns
- Check the full ingredient list before purchasing, especially if you have known sensitivities. The INCI (International Nomenclature of Cosmetic Ingredients) list is required on all products.
- Buy sample or travel sizes first. Many brands sell trial sizes (0.5-1 oz) for $5-15. This is far cheaper than buying a full-size $60 serum and returning it.
- Use shade-matching tools. Sephora's Color IQ, Ulta's GLAMlab, and brand-specific tools like Fenty's shade finder use AI to recommend shades based on your selfie or existing shade preferences.
- Read reviews from people with your skin type and tone. Generic reviews are less useful than reviews from someone who shares your skin concerns.
- Buy from retailers with generous opened-product return policies.
💡 The dermatologist shortcut
If you have sensitive or reactive skin, ask your dermatologist for product recommendations before buying. Many dermatologists keep samples of popular skincare products and can patch-test them during your appointment. This one step can eliminate most allergy-driven returns.
6. Groceries & Perishable Goods — Quality Roulette (3-5%)
Grocery returns are rare, but the rise of online grocery shopping through services like Instacart, Amazon Fresh, and Walmart+ has introduced a new set of return-triggering problems.
Why grocery returns happen
- Quality issues with produce and perishables. You ordered ripe avocados and received hard green rocks. The strawberries looked beautiful in the app photo but arrived moldy. Fresh item quality is inherently unpredictable when someone else picks it for you.
- Substitution problems. When your chosen item is out of stock, the shopper substitutes something else. Sometimes the substitution makes sense (one brand of milk for another). Sometimes it does not (regular chips instead of the gluten-free version you needed).
- Temperature control failures. Frozen items that thawed during delivery. Dairy products that spent too long in a warm delivery truck. The cold chain is difficult to maintain perfectly.
- Wrong items or missing items. Order accuracy for online grocery services hovers around 93-97%, meaning 3-7% of orders have at least one error.
How to reduce your grocery returns
- Add delivery instructions about where to leave temperature-sensitive items (shade, inside porch, etc.).
- Set substitution preferences to "no substitutions" for items where brand or type matters (dietary restrictions, allergies).
- Inspect items immediately upon delivery and report issues within the app. Most services offer instant refunds or credits.
- Order non-perishable staples online and buy produce in person. This hybrid approach gives you the convenience of delivery for shelf-stable items while letting you hand-pick your own fruits and vegetables.
Best Stores to Buy From If You Might Return
Knowing you might need to return an item changes how you should shop. Here are the most return-friendly retailers for each major product category — the stores where the return experience will be least painful if the item does not work out.
| Product Category | Best Store for Returns | Return Window | Why It Wins |
|---|---|---|---|
| Clothing & Apparel | Nordstrom | No time limit | No deadline, free return shipping, accepts worn items case-by-case |
| Shoes & Footwear | Zappos | 365 days | Full year, free returns, worn shoes accepted within reason |
| Consumer Electronics | Costco | 90 days | No restocking fees, no receipt needed, generous condition policy |
| Furniture & Home | IKEA | 365 days | Full year for new/unused; 180 days for opened; no receipt needed with card |
| Beauty & Skincare | Ulta | 60 days | Opened and used products accepted; no questions asked |
| Outdoor & Sports Gear | REI | 365 days | Used gear accepted; designed for real-world testing before deciding |
| General / Everything | Costco | Unlimited | No time limit on most items; membership tracks all purchases |
| Online General | Amazon | 30 days | Shortest window but 8,000+ free drop-off locations; sometimes instant refund |
Bracketing and Wardrobing: The Rise of Intentional Returns
Here is a trend that retailers are watching very carefully: intentional returns are no longer an edge case — they are the norm.
A 2025 consumer survey found that 63% of online shoppers have ordered multiple sizes, colors, or versions of the same item with the intention of returning most of them. This practice, known as "bracketing," has become so common that many shoppers do not even think of it as unusual behavior.
What is bracketing?
Bracketing is when you deliberately over-order, knowing you will return the items that do not work. Common examples:
- Ordering a dress in sizes 6, 8, and 10, keeping the one that fits, returning two
- Ordering the same sneaker in three colors, deciding at home, returning two
- Ordering a laptop and its closest competitor, comparing them side by side, returning one
What is wardrobing?
Wardrobing is the more controversial cousin of bracketing. It refers to buying an item, using it once (wearing a dress to a wedding, using a projector for a presentation), and then returning it as if it were unworn. Wardrobing sits in a gray area between legitimate return behavior and something closer to fraud.
The scale of the problem
| Behavior | % of Online Shoppers | How Retailers Respond |
|---|---|---|
| Bracketing (ordering multiple sizes) | 63% | Mostly tolerated; some charge return shipping |
| Ordering to try at home then returning | 41% | Tolerated but tracked |
| Wardrobing (wear once, return) | 10-15% | Actively combated; may result in bans |
| Returning used items as new | 6-8% | Flagged; accounts may be closed |
| Return fraud (empty boxes, wrong items) | 2-3% | Criminal investigation; permanent bans |
⚠️ Bracketing is tolerated — but tracked
While most retailers tolerate bracketing as a cost of doing business, they are tracking it. Amazon, Target, Walmart, and others use return behavior analytics to build a profile on every customer. If your return rate consistently exceeds 20-30% of purchases, you may receive warnings, lose access to free return shipping, or in extreme cases, have your account restricted. The key phrase retailers use internally is "serial returner" — and you do not want to be flagged as one.
How Stores Are Fighting Back Against Returns
Retailers lost an estimated $103 billion to return fraud alone in 2025, and the total cost of processing legitimate returns (shipping, inspection, restocking, resale at markdown) adds hundreds of billions more. This is not a problem they are willing to ignore any longer.
Restocking fees are making a comeback
After years of eliminating restocking fees to stay competitive, many retailers are quietly reintroducing them:
- Best Buy charges $45 on activatable devices and has not ruled out expanding the fee to other categories
- Zara now charges $4.95 for mail returns (free for in-store returns), a move that was once unthinkable for a major fashion retailer
- H&M charges $5.99 for mail returns for non-members
- J.Crew charges $7.50 per mail return
- Several direct-to-consumer brands now deduct return shipping costs ($6-12) from refunds
Return windows are shrinking
The trend toward shorter return windows is accelerating:
| Retailer | Previous Window | Current Window | Change |
|---|---|---|---|
| Best Buy (non-member) | 30 days | 15 days | -15 days |
| Macy's | 90 days | 30 days | -60 days |
| Bath & Body Works | Unlimited | 90 days | Dramatically reduced |
| Victoria's Secret | 90 days | 30 days | -60 days |
| Dillard's | 30 days | 30 days (no receipt = exchange only) | Stricter enforcement |
AI-powered return fraud detection
This is the most significant shift in 2025-2026. Retailers are deploying sophisticated AI systems to identify return abuse patterns:
- Return pattern scoring. Every customer now has a return "risk score" at major retailers. Factors include return frequency, return dollar value, time-to-return, product categories returned, and whether items show signs of use.
- Third-party tracking services. Companies like The Retail Equation (now part of Appriss Retail) maintain a cross-retailer database. If you make excessive returns at Target, it could affect your ability to return at other stores using the same system.
- Serial number tracking. Electronics retailers are scanning serial numbers at return to detect "renting" behavior (buy, use for a project, return).
- Weight and condition scanning. Automated return processing centers now weigh and photograph every returned item, comparing it against original shipping records to detect empty boxes or item swaps.
🚨 Your return behavior follows you
Appriss Retail (formerly The Retail Equation) tracks return behavior across participating retailers including Target, Best Buy, Home Depot, Sephora, Victoria's Secret, and many more. Excessive returns can result in a "return denial" at any participating store. You can request your Retail Equation report by visiting their website, similar to requesting a credit report.
The environmental angle
Returns are not just a financial problem — they are an environmental one. An estimated 9.5 billion pounds of returned goods end up in landfills annually in the United States. Many returned items, especially clothing and beauty products, cannot be resold and are destroyed. This waste has pushed some retailers toward "returnless refunds" (they refund your money and tell you to keep or donate the item) for low-value items where the cost of processing the return exceeds the product's value.
The Psychology Behind Returns: Why Do People Return Items?
Understanding why people return items goes beyond sizing charts and compatibility specs. There are deep psychological patterns at play.
The top reasons people return products
Most Common Reasons for Returns (Consumer Survey Data)
Note: the 1% figure for intentional bracketing is self-reported. The actual percentage is almost certainly much higher, as most bracketers list "didn't fit" as their return reason rather than "ordered multiple sizes on purpose."
The emotional cycle of online shopping
Researchers have identified a pattern they call the "anticipation-disappointment cycle":
- Discovery excitement. You find a product that looks perfect. Dopamine spikes.
- Purchase commitment. You buy it. More dopamine. You imagine yourself using it.
- Waiting anticipation. The 2-5 day shipping window builds expectations further.
- Arrival reality check. The product arrives. It is rarely as good as the fantasy version in your head.
- Rationalization or return. You either convince yourself it is fine (and live with mild disappointment) or initiate a return.
This cycle explains why return rates are significantly higher for aspirational purchases (luxury goods, fashion, home decor) versus utilitarian ones (cleaning supplies, batteries, office supplies). The bigger the emotional buildup, the bigger the potential letdown.
10 Expert Tips to Avoid Buyer's Remorse
Based on everything we have covered, here are the ten most effective strategies to reduce your personal return rate and shop more confidently.
| # | Tip | Best For | Impact |
|---|---|---|---|
| 1 | Measure your body AND a similar garment you own before buying clothing | Clothing | Reduces returns by ~45% |
| 2 | Wait 48 hours before completing any purchase over $100 | All categories | Eliminates impulse returns |
| 3 | Read negative reviews first — they reveal real issues positive reviews gloss over | All categories | Sets realistic expectations |
| 4 | Use AR try-on tools when available (clothing, furniture, beauty) | Clothing, Furniture, Beauty | Reduces returns by 20-35% |
| 5 | Buy from stores with generous return policies so you can test properly | All categories | Removes anxiety from purchasing |
| 6 | Check product dimensions against your space using cardboard cutouts | Furniture | Nearly eliminates size-related returns |
| 7 | Order samples or travel sizes before committing to full-price beauty products | Beauty | Saves $30-60 per avoided return |
| 8 | Verify electronics compatibility with your existing devices before buying | Electronics | Prevents most tech-related returns |
| 9 | Choose in-store pickup or in-store try-on when possible | Clothing, Electronics | Bridges the 'tactile gap' |
| 10 | Track your return patterns and identify your personal weak spots | All categories | Self-awareness reduces habitual returning |
✅ The 48-hour rule
The single most effective anti-return strategy is also the simplest: wait 48 hours before buying anything non-essential over $100. Add it to your cart, close the browser, and revisit it in two days. If you still want it with the same enthusiasm, buy it. If the excitement has faded, you just saved yourself a purchase and a return. Studies suggest this approach alone eliminates 25-30% of impulse-driven returns.
Frequently Asked Questions
What product category has the highest return rate?
Clothing and apparel consistently has the highest return rate of any product category, with online return rates of 25-40%. Dresses and jeans are the worst subcategories within clothing, sometimes exceeding 50% return rates for online orders. The primary drivers are sizing inconsistency, fit issues, and color discrepancies between screen and reality.
Why do people return items they bought online?
The most common reason is that the item did not fit or was the wrong size (42% of returns). The second most common reason is that the item did not match the online description or photos (22%). Other significant reasons include defective or damaged items (12%), buyer's remorse or changed mind (9%), and receiving the wrong item entirely (7%). The fundamental challenge is that online shoppers cannot physically interact with products before buying.
How much do returns cost retailers?
Returns cost US retailers an estimated $849.9 billion in 2025, factoring in the refund amount, shipping costs, processing labor, inspection, restocking, and markdown losses for items that cannot be resold at full price. Return fraud (fraudulent claims, empty boxes, worn-and-returned items) accounted for an additional $103 billion. The total cost of returns is typically 20-65% of the original item's sale price once all processing costs are included.
Can stores ban you for returning too many items?
Yes. Retailers including Amazon, Target, Best Buy, and many others track return behavior and can restrict or ban customers who return excessively. Amazon has closed customer accounts for high return rates. Target and Best Buy use third-party services like Appriss Retail (formerly The Retail Equation) that can deny returns at the point of sale if your return history exceeds their thresholds. There is no universal standard for what counts as "excessive," but consistently returning more than 20-30% of purchases may trigger scrutiny.
What is bracketing in online shopping?
Bracketing is the practice of intentionally ordering multiple sizes, colors, or variations of the same product with the plan to keep one and return the rest. A 2025 survey found that 63% of online shoppers have done this at least once. While most retailers tolerate bracketing as a necessary part of online shopping, they track it and may restrict return privileges for customers who bracket excessively. Some retailers, like Amazon, have introduced "Try Before You Buy" programs that formalize bracketing by only charging you for items you keep.
How can I avoid buying things I'll end up returning?
The most effective strategies are: (1) measure yourself and your space carefully before buying clothing or furniture, (2) wait 48 hours before completing any non-essential purchase over $100, (3) read negative reviews to set realistic expectations, (4) use AR try-on and visualization tools when available, and (5) buy sample sizes of beauty products before committing to full-size. These five habits alone can reduce your personal return rate by 50% or more.
Do returns hurt the environment?
Significantly. An estimated 9.5 billion pounds of returned goods end up in US landfills each year. Many returned items — especially clothing, beauty products, and seasonal goods — cannot be resold and are destroyed. The shipping associated with returns also generates substantial carbon emissions. Some retailers have started offering "returnless refunds" for low-value items and investing in resale programs (like REI's Re/Supply and Patagonia's Worn Wear) to reduce waste.
The Bottom Line
Returns are a fact of modern shopping, but they do not have to be a fact of your shopping. The data is clear: most returns are preventable with a little upfront research, honest self-assessment, and patience.
The highest return rate categories — clothing (25-40%), shoes (20-30%), and electronics (15-20%) — are also the categories where taking 10 extra minutes to check sizing, read reviews, and verify compatibility pays the biggest dividends. Meanwhile, retailers are making returns harder and more expensive, so the cost of getting it wrong is going up.
Shop smarter. Measure twice. Read the reviews. Wait 48 hours. And when you do need to make a return, use our return policy database to know exactly what each store requires — before you are standing at the customer service desk wondering if you are past the deadline.
For store-specific return policies, windows, and requirements on over 100 retailers, visit our complete return policy database.
Last updated: March 20, 2026. Statistics cited are based on NRF 2025 reports, retailer disclosures, and aggregated consumer survey data. Return rates vary by retailer, season, and product type.