Remember that sleek Bluetooth speaker you snagged just a week back? Suddenly, it decides to play hide-and-seek with your phone’s Bluetooth connection. And that elegant jacket you purchased for your sister’s wedding? It seems to have shrunk since the department store trial.

Enter the dreaded return process. It’s not just inconvenient; it’s a retail nightmare, especially when you have to do it in person. The discomfort around in-store returns is palpable, pushing many to explore alternative shopping avenues, like the vast expanse of online options.

Insights from a survey of 2,000 U.S. adults, commissioned by us, paint a grim picture: a staggering 67% of respondents label returning purchases as the ultimate shopping nuisance. What’s more, almost half of them (43%) deem in-store returns even worse than their online counterparts. Surprisingly, only 29% find online returns to be a hassle.

But here’s the kicker: most online shoppers grapple with buyer’s remorse.

According to a previous our study, nearly three-quarters of online shoppers regret their virtual purchases, leading 39% of them to initiate return or exchange processes to remedy their disappointment.

The Discomfort of In-Store Returns for Consumers

What makes customers hesitant to return products directly to physical retail outlets? It seems that underlying social apprehensions may be the driving force behind this aversion.

As per findings from one of our surveys, the primary aversion towards in-store returns among shoppers pertains to interpersonal encounters.

• Instances where a confrontation arises with the individual assisting them: 39%

• Involvement of managerial personnel in their own return process: 32%

• Requirement to journey to the physical store: 32%

This friction seems reasonable. The interaction with retailers can be uneasy, particularly when conducted face-to-face. Some individuals sense an obligation to provide explanations to a sales representative or manager, while others feel coerced into accepting store credit or an exchange, instead of a refund — the preference of 46% of shoppers.

Consumers Prefer Gifting Over Returns

Rather than navigating through the complexities of the return process, certain individuals simply abstain from it altogether.

The research revealed that half of the shoppers would rather gift unwanted purchases to acquaintances and family members. Others mention their tendency to stash items for future use (36%) or to resell them (29%).

In instances where they do decide to return an item, nearly half of the respondents (48%) express reluctance due to the perceived hassle of repackaging the merchandise.

Goods Deserving the Inconvenience of Restitution

Despite the inconvenience it may cause shoppers, a study pinpointed particular spending sectors that certain participants deemed perpetually worthy of the effort of returning, whether in physical stores or online. These encompass:

Apparel: 38%

Telecommunication Mobile devices: 38%

Electronic Gadgets: 37%

Conversely, respondents indicated that items such as undergarments (25%), groceries (25%), and clothing add-ons (24%) are seldom worth the hassle of returning.

While our inquiry doesn’t probe into the rationale behind reluctant shoppers returning unwanted purchases, a recent external study indicates that the top three reasons include unsatisfactory fit, damage or defect, or a mismatch with the item’s description.

Methods to Diminish Return Probabilities

To steer clear of frequently goods returning, shoppers can:

Conduct thorough product research prior to making a purchase

Explore online forums for authentic user-generated reviews

Favor retailers offering detailed imagery, size guides, and augmented reality features on their websites

Refrain from impulsive purchases that are unnecessary

Not only is returning unwanted purchases inconvenient for consumers, but it also poses challenges for retailers.

A recent survey found that returns translate to an average loss of 21% of the order value for businesses, prompting some retailers to reconsider their return policies. Spanish fashion brand Zara recently announced the implementation of return fees in more than 30 countries.

“Every now and then, we find ourselves with acquisitions that don’t quite align with our needs. Thankfully, numerous vendors have revamped their policies regarding returns to streamline the return journey,” noted Alex, our data analyst. “Customers can play their part by acquainting themselves with these policies prior to committing to a purchase. It’s advisable to assess the expenses related to return shipping, potential restocking charges, and the timeframe allowed for returns in advance.”

Wrapping Up

In essence, most consumers find the process of returning purchased items to be the most unpleasant aspect of their shopping ventures. This distaste is so profound that it prompts numerous individuals to alter their purchasing behaviors in order to circumvent this undesirable chore.

A portion of shoppers chooses to donate or resell their unwanted goods, while others opt to retain them as reserves, possibly for future gifting purposes.

Nevertheless, by employing astute shopping tactics, familiarizing oneself with store return protocols, and making use of complimentary online return services, many can mitigate the unease associated with returning items or even evade the need for returns entirely.