The number of “serial returners” within UK retail has dropped by a quarter, according to new research from returns and post-purchase specialists ZigZag. 

The group of shoppers, which cost UK retailers £6.6bn last year, fell from 12% to 8% of all consumers.

The shift saved retailers a forecasted £1.7bn in the value of returns generated by serial returners in 2025.

While serial returners sent back fewer items, the decline was offset by a rise in occasional and slow returners.

With limited incentives to return goods quickly, some shoppers are now keeping unwanted items or taking longer to send them back.

Retailers are fighting back against serial returners by making targeted changes to returns policies that encourage more conscious purchasing, the company said.

Brands like Asos and Next have introduced measures to target high-frequency returners, while 76% of the UK’s 100 largest retailers have implemented returns fees or are withholding delivery refunds.

Most retailers charged under £3 for returns, with fees typically between £2.50 to £2.95.  

With 71% of shoppers previously expecting returns to be free, the change marks a shift in consumer mindset.

While price sensitivity remains, Gen Z and Millennial shoppers say they will pay up to £2.10 in returns fees before reconsidering a purchase, compared with £1.50 for older shoppers. 

Returns are now critical to purchasing decisions, and are promoting retailers to shape their policies aligned with their customer base, ZigZag said. 

Premium and mid-market brands like Sweaty Betty, AllSaints and Cos have reduced friction to build loyalty among more affluent shoppers, while Asos and New Look are trialling segmented policies tailored to shopping behaviour. 

Retailers with national store estates, like Next and H&M, are encouraging in-store returns, which remain free, while charging between £2 to £3 for postal returns.

ZigZag CEO Al Gerrie said: “Returns policies define customer behaviour at the checkout. 

“Curbing serial returners was an absolute priority after a disproportionate £6.6bn hit last year. 

“What we’re now seeing is the industry drawing a clear line between loyal customers and those gaming the system.” 

He continued: “When done right, returns policies are a clear competitive advantage, a balancing act between cost control and customer satisfaction. 

“There is no one size fits all approach. Retailers must continuously hone their returns models, as basket abandonment is common and consumer expectations are always shifting.”

Earlier this year, Asos came under fire for shutting customer accounts over its returns rule.

The brand faced a social media backlash after closing a number of customer accounts that it said repeatedly violated its fair use policy.

In February, H&M also increased its fees for customers choosing to return their online orders by post. 

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