Free, fast and convenient: How US shoppers want retail returns

Key findings:

• More than 6 in 10 US adults (62%) returned at least one item in the past year, with women (68%) significantly more likely than men (56%) to do so.
• Fit and unmet expectations are the leading reasons for returns, with nearly half (44%) citing poor quality, color, or sizing as a reason.
• Half of consumers (50%) say return policies influence their buying decisions—rising to 55% among women.
• Free returns (75%) and return shipping costs (58%) are the most important policy features influencing purchase decisions.
• Shoppers want faster, easier returns, often mentioning home pickup, prepaid labels, and instant refunds as ideal improvements.

Most Americans return products, led by women

Returning items has become a common part of the American retail experience. According to a new YouGov Surveys: Serviced study, 62% of US adults say they returned at least one item in the past year. While 38% made no returns, over a quarter (27%) sent back one or two items, and 14% returned six or more.

Women are notably more active in returns: 68% returned something in the last 12 months, compared to 56% of men. The gender gap is most pronounced at higher return volumes, with 18% of women returning six or more items versus just 9% of men.

Americans in different generations returned items at similar levels.

Reasons consumers return items: poor fit and unmet expectations

Why do shoppers return items? Nearly half (44%) of returners say the item did not meet expectations in terms of quality, color, or size. Another 39% cite poor fit. Women are especially likely to return for these reasons—43% mention poor fit (vs. 33% of men) and 49% say the item didn’t meet expectations (vs. 38% of men).

Damaged or defective items are also a key driver, named by 34% of returners. Meanwhile, 28% of men cite receiving or ordering the wrong item, compared to 23% of women. A smaller group (13%) say they intentionally ordered multiple options to compare and returned the rest.

Impact of return policy on purchase decision

Returns are not just a post-purchase issue—they actively influence buying decisions. Half of US adults (50%) say a retailer’s return policy has affected whether they completed a purchase. This influence is stronger among women (55%) than men (45%).

What return policy features matter most to US consumers? Among those who consider return policies, free returns emerge as the most valued feature, with 75% saying they influenced their decision to buy. This figure climbs to 80% among women. Return shipping costs also matter to a majority (58%), as do policy details like return windows (41%), restocking fees (40%), and refund speed (38%).

There are some differences between gender. For women, free returns (80% vs. 69%) and return channel options (38% vs. 28%) are more important than for men. By contrast, extra return benefits for loyalty program members are more likely to appeal to men than to women (16% vs. 10%).

What shoppers want most: speed, simplicity, and free shipping

Open-ended feedback from survey respondents reveals a common thread: consumers want returns to be faster, simpler, and free. When asked to describe one thing that to improve their experience with retail returns, dozens of respondents called for free home pickup, easier access to drop-off locations, and prepaid return labels.

Speed of refunds is another recurring request. Shoppers are frustrated by long waits to get their money back and express interest in immediate or near-instant refunds upon drop-off or return confirmation. Many also wish for a longer, 90-day return window for convenience.

Clear communication and consistent processes are also pain points. Many consumers mentioned confusion caused by differing return procedures across retailers or platforms. Others expressed a desire for standardized return experiences—especially for online purchases.

A retailer’s return policy can be a deciding factor—both before and after the sale. The message from American shoppers is clear: make returns free, make them fast, and make them easy. Retailers that prioritize a frictionless return experience may be better positioned to win and keep customer trust.

Methodology:

YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on 11–12 September 2025, with a nationally representative sample of 1,311 adults (aged 18+ years) in the US, using a questionnaire designed by YouGov. Data figures have been weighted by age, race, gender, education, and region to be representative of all adults in the US and reflect the latest population estimates from the Census Bureau’s American Community Survey. Analysis of qualitative data assisted by Yabble Count.