Ever unwrapped a gift that just wasn’t quite right? That sweater in the wrong size, or the gadget you already own? You’re definitely not alone. As the wrapping paper hits the floor and the holiday cheer winds down, a whole new wave of activity kicks in: the great post-holiday return rush.
This year, after a bumper holiday shopping season, shoppers are sending back more items than ever in the days right after Christmas. It’s become such a routine part of the experience that analysts call it predictable—like clockwork, really. But with billions in returns piling up, retailers are pushing back, tightening rules and adding fees. In my view, it’s a fascinating tug-of-war between consumer convenience and business realities.
Let’s dive into what’s happening this January 2026 and what it means for your wallet next time you shop.
The Massive Scale of Holiday Returns
Holiday shopping broke records again in 2025, with online sales alone soaring to new heights. Consumers splashed out massively from November through December, fueled by deals and that irresistible urge to find the perfect gift.
But what goes up must come down—or in this case, get shipped back. Immediately after December 25, return rates jumped noticeably compared to the year before. Experts tracked a solid uptick in the week between Christmas and New Year’s Eve, and that momentum carried into early January.
Why the surge? Gifts that miss the mark, duplicate items, or simply buyer’s remorse. Add in the explosion of online purchases, and you’ve got a recipe for return mania. Interestingly, some data even showed early season returns dipping a bit, only to explode later—perhaps because people hold off until after the holidays to decide.
Returns have become an expected part of the shopping journey these days.
– Retail analytics expert
On a bigger scale, returns for the entire year were projected to hit around 16% of total sales, adding up to a staggering amount in dollars. For online buys, that figure climbs even higher, close to 19-20% in some estimates. It’s no small change; we’re talking hundreds of billions affecting retailer bottom lines.
Why Returns Are Skyrocketing Post-Christmas
Picture this: Christmas morning excitement fades, and reality sets in. That gadget doesn’t fit your needs, or the clothes are off in sizing. Suddenly, returning feels like the logical next step.
One big driver is the shift to online shopping, accelerated since the pandemic. Buying sight unseen means more guesswork, leading to higher return rates than in-store purchases. It’s convenient to order from your couch, but convenience comes with a catch.
- Gifts from well-meaning friends or family that just don’t hit the spot
- Impulse buys during holiday sales that lose appeal later
- Sizing issues, especially with clothing and shoes ordered online
- Duplicates when multiple people buy the same popular item
And let’s be honest—some folks plan for returns from the start. It’s become a strategy, almost.
Clever (and Controversial) Shopper Habits
Have you ever ordered the same outfit in three sizes, planning to keep one and send back the rest? That’s called bracketing, and it’s incredibly common now.
Over half of shoppers admit to doing it, especially with kids’ clothes or during big sales events like Black Friday. A parent in a big city might order multiple options to ensure the best fit, knowing returns are usually straightforward. It makes sense on a practical level—why risk disappointment?
Then there’s wardrobing: buying something nice for a special occasion, wearing it once (tags hidden, of course), and returning it afterward. A surprising number of people confess to this, viewing it as a way to stretch their budget for events.
Many consumers feel it’s okay to bend the rules a little on returns.
Nearly half of shoppers think it’s acceptable to be less than truthful if needed to complete a return. Perhaps the most interesting aspect is how normalized these behaviors have become. In my experience, it stems from wanting the best deal without commitment in an era of endless options.
But these habits aren’t without consequences. They drive up costs for everyone—processing, shipping, restocking—and contribute to waste if items can’t be resold as new.
How Shoppers Are Prioritizing Return Policies
These days, a generous return policy isn’t just nice to have—it’s a deal-breaker for many.
More than 80% of consumers say free returns factor heavily into where they choose to shop online. That’s up from previous years, showing how expectations have evolved. Before hitting “buy,” a huge portion now scrolls down to check the fine print on returns.
- Length of the return window
- Whether shipping is free both ways
- Any restocking or processing fees
- Ease of in-store vs. mail returns
A bad experience? Over 70% say it would make them think twice about shopping there again. Loyalty hangs in the balance. Smart retailers know this and try to balance friendliness with profitability.
Transparency matters too. Shoppers want clear info upfront—no surprises when it’s time to send something back.
Retailers Fight Back with New Rules and Fees
All those returns add up, eating into profits through logistics, labor, and lost sales if items get damaged. No wonder a majority of merchants—around 72%—have introduced changes in the past year.
Common moves include:
- Charging fees for mailed returns (deducted from refunds)
- Restocking charges on certain categories
- Shortening standard return windows
- Requiring original packaging or tags
- Limiting serial returners with account flags
Some big names now tack on $8 to $12 for shipping labels, while others go higher for bulky items. It’s a shift from the “free returns forever” era that dominated e-commerce growth.
From a business perspective, it makes sense. Returns aren’t free for anyone involved. But for consumers used to hassle-free policies, it feels like a step backward.
Extended holiday windows help soften the blow—many stores push deadlines into late January for gifts bought in November or December. Still, reading the details pays off.
| Common Return Change | Percentage of Retailers | Impact on Shoppers |
| Adding Fees | Over 70% | Reduced Refund Amount |
| Limiting Windows | Growing Trend | Less Flexibility |
| Stricter Conditions | Increasing | More Denials |
Smart Strategies for Hassle-Free Returns
Navigating this landscape doesn’t have to be stressful. A little planning goes a long way.
First, always check the policy before buying. Look for icons or links on product pages highlighting returns. Save receipts, tags, and packaging—just in case.
- Research retailer reputations for returns
- Opt for in-store returns when possible (often fee-free)
- Track packages and timelines closely
- Use apps or tools to manage multiple returns
- Consider buy online, pick up/return in store options
For gifts, include gift receipts if available. It simplifies things for the recipient.
I’ve found that sticking to retailers with consistent, clear policies saves headaches down the line. And honestly, sometimes it’s worth paying a bit more for better service.
What’s Next for Returns in 2026 and Beyond?
As we move further into 2026, expect more evolution. Technology like better sizing tools, virtual try-ons, and AI recommendations could reduce bracketing needs.
Retailers might lean into sustainable practices, encouraging keeps over returns or offering resale platforms for gently used items. Some already experiment with this.
Consumers, meanwhile, may adjust habits—shopping more mindfully or favoring brands with generous policies. The balance will keep shifting.
One thing’s clear: returns aren’t going away. They’re woven into modern shopping. Understanding the trends helps you shop smarter, save money, and avoid frustration.
Whether you’re dealing with this year’s leftovers or planning ahead, a little awareness makes all the difference. Happy returning—or better yet, happy keeping what you love.
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