But returns don’t happen as often as people think they do. A May 2018 survey from National Public Radio (NPR) and The Marist Poll found that many consumers would rather keep items they don’t want instead of returning them. Just 2% of total US digital buyers surveyed said they return digital purchases "very often," while another 7% said they do so "often."
Flexible returns have become a differentiating factor that can make or break customer loyalty. But many retailers have a hard time discerning consumer indecisions vs. fraudulent behavior. And with the operational cost of returns skyrocketing, retailers can’t afford to have consumers making too many returns.
In a September 2018 study from Brightpearl conducted by OnePoll, roughly six in 10 US retailers said they would consider permanently blocking “serial returners” who abuse free return policies.