As Black Friday and Cyber Monday draw millions of UK shoppers, a substantial rise in returns is anticipated, with 33% of purchases likely to be sent back. Research sheds light on the shifting dynamics of consumer habits and retail strategies.
Returns Surge After Festive Sales Events
New data reveals that one in three UK shoppers is expected to return items purchased during Black Friday and Cyber Monday sales this year. The research, commissioned by Advanced Supply Chain and its sister company ReBound Returns, highlights the growing trend of post-sale returns.
In 2023, returns volumes soared by 145% following Black Friday and Cyber Monday, up from a 130% year-on-year increase in 2022. Among surveyed consumers, 29% admitted to returning items influenced by steep discounts, while 25% cited impulse purchases as a key factor.
Black Friday and Cyber Monday continue to dominate the retail calendar, with UK consumers spending an estimated £13.3 billion during the period in 2023, marking a 7.3% rise compared to the previous year. However, the returns phenomenon underscores a significant shift in consumer behavior during these shopping events.
Implications for Retailers and Consumer Habits
The data also found that 43% of UK returns in 2023’s post-sale period were paid for by the consumers themselves, according to ZigZag. Furthermore, a striking 38% of respondents admitted to buying clothing and accessories during the festive season with the intention of returning them after wearing.
Retail experts suggest these patterns reflect evolving consumer expectations and pressures on retailers to refine their returns processes. Ben Balfour, managing director of Advanced Supply Chain, remarked that the weekend following Black Friday and Cyber Monday is a critical period for processing returns, with the majority arriving on “Returns Tuesday” — December 10 this year.
There’s still time to enhance returns systems ahead of the festive peak, which could significantly improve performance into 2025.”
Rethinking Retail Strategies for Peak Season
The spike in returns presents both challenges and opportunities for retailers. By investing in advanced insights and grading systems, retailers can better manage returns, identify patterns, and optimize their logistics. While consumer habits continue to evolve, a well-structured returns policy could serve as a competitive advantage, ensuring customer satisfaction while maintaining operational efficiency.
