ZigZag: shoppers are savvy to what a return should cost and won’t put up with courier problems
Nearly half (45%) of returns made between Black Friday and 6th January were paid for, according to new data from the world’s most connected returns and post-purchase network ZigZag. Among smaller retailers this rose sharply to 69%, reflecting a growing acceptance of returns charges as consumers recognise the impact returns have on themselves, retailers, and the planet.
Despite sluggish retail sales, there was a festive flurry of returns. The UK’s ‘national returns day’ was the 29th December, which saw more returns requested than any other day. Notable spikes accompanied “back to the office” days, with returns rising 16% across Monday 29th December and Tuesday 30th December compared to the same working days in 2024, whilst the first Monday back after new years saw a 3% climb in returns compared to its 2025 counterpart.
Data from ZigZag’s 2025 report showed a willingness from consumers to start paying for their returns. Gen Z and Millennials said they would pay up to £2.10 before abandoning a purchase, compared with £1.50 for older shoppers. Almost half (69%) of shoppers have abandoned purchases due to unfavourable returns policies.
ZigZag CEO Al Gerrie said: “Busy periods expose retailers’ returns policies if they’re not seen as fair and convenient by consumers. Paid returns have become the norm as shoppers and retailers realise there’s a cost to every return. But shoppers are savvy to what a return should cost and won’t put up with courier problems, a lack of options, or a slow refund if they’ve paid for the privilege. As always, returns have trended upwards during Christmas, piling pressure on retailers to deliver an acceptable level of customer service while getting items back in stock before they lose value.”
Online product descriptions remain a major friction point. Sizing issues (“too small” or “too big”) remained the most commonly listed reason for making a return. However, sizing-related complaints fell 8% year-on-year, reflecting a concerted effort from retailers to confront the issue head on. By contrast, returns due to items arriving ‘faulty’ rose 7%, aligning with industry-wide concerns about fulfilment issues.
Shoppers’ preferences when making a return have shifted. They don’t just want to make a return, they want an easy way to get the right size. More of ZigZag’s retailers offered online exchange methods over peak season than ever before, leading to a 40% rise in adoption. Royal Mail remained the most popular carrier for returns, with InPost recording a 35% increase in return volume. Returns made using QR codes also grew 35%.
ZigZag CEO Al Gerrie added: “A busy Boxing Day – with returns up 60% compared to Christmas Day – and ‘back to work’ trends shows that consumers are quite happy returning gifts quickly in exchange for something better. The rise in exchanges demonstrates that the retailers that used the run up to peak to test alternative returns options came out on top, turning unwanted Christmas gifts into a second chance to sell. Customers remember the pain of a bad return more than the thrill of a small saving, so changes like this merit meticulous planning.”
