Retailers don’t like returns, and new market research demonstrates consumers aren’t happy about them either and may seek outside help to get refunds.
Ada, an AI-focused business services firm, conducted a survey that determined 55% of shoppers have made or plan to make a return following the 2025 holiday season. Beyond the occasion, 21% of consumers responding said they return items more than once a month.
For their part, shoppers expect returns to be routine. Breakdowns in speed, transparency and resolution erode trust and, in many cases, push customers away from brands they feel are making returns difficult, according to Ada. Although many consumers report being somewhat satisfied with returns, only 36% of respondents to the Ada survey said they are very satisfied with the returns process, leaving significant room for improvement and little margin for error.
Ada noted that the most common consumer pain points are:
- Unexpected return fees, cited by 42%
- Shipping inconveniences, cited by 41%
- Unclear return policies, cited by 32%
With opportunity comes risk, especially with returns. During high-volume sales periods, return frustration can create customer experience bottlenecks and increased pressure on support teams. The stakes are high as 57% of consumers said that a poor returns experience would impact their likelihood of purchasing from a brand again, Ada reported.
Returns are a recurring interaction that brands must be equipped to handle efficiently at scale, Ada emphasized.
According to LegalShield, a platform for legal, identity and reputation management, consumers in the United States often decided not to return defective or unwanted purchases, with almost half saying they’ve kept items in the past year because the process involved was too cumbersome. The return behavior peaks during the January return season, leaving many consumers forfeiting legitimate refunds. Retailers might retain revenue from broken and otherwise unusable merchandise, but they also have to face the consequences of buyer dissatisfaction. Some 46% of consumers polled said they abandoned returns because the seller’s policies made the process too difficult or expensive.
The Ada survey suggests a major gap between consumer intent and action has emerged due to return friction and policy misconceptions. Although 43% plan to make returns, 29% of consumers choose to do nothing because they feel the resolution isn’t worth the hassle. For those who did attempt returns, 15% were hit with unexpected restocking or shipping fees, and 13% had a return refused due to final sale terms or missing receipts.
LegalShield said consumers have recourse and even final sale selling can run afoul of local laws, which makes a non-refund actionable. It suggested consumers should start the New Year with a legal review of their holiday purchases to ensure they aren’t leaving money on the table due to stolen or lost packages, defective products, or unfair fees. Consumers can then determine if they need help from counsel, LegalShield noted.
