1 in 3 UK Shoppers Exploit Free Returns when Buying Clothes

One in three UK shoppers admits to ‘wardrobing’, as public support grows for retailers cracking down on free returns abuse while protecting fair access for most customers.

New research highlights rising pressure on free returns, as shoppers face cost-of-living strains and retailers absorb mounting operational costs across the UK retail sector.

The survey of 1,000 UK adults was conducted by The Harris Poll UK, a leading consumer research specialist and part of the Stagwell Company.

It reveals growing acceptance of fair-use free returns policies, designed to curb abuse while ensuring most shoppers continue to benefit from flexible returns.

According to the findings, 32 per cent of UK shoppers have engaged in wardrobing, which involves buying items, using them briefly, then returning them.

This behaviour rises sharply among under-34s, with 43 per cent admitting they have wardrobe items, highlighting generational differences in shopping habits.

More strikingly, 21 per cent of shoppers say they engage in wardrobing frequently, suggesting the practice is becoming normalised rather than occasional.

A third of shoppers say they ‘wardrobe’ more often due to ongoing cost-of-living pressures, underlining how financial strain pushes consumers to play the system.

Returns already represent a huge cost for retailers, estimated at £27 billion a year across the UK reverse logistics chain.

Around one-third of fast fashion shoppers regularly return items, adding further pressure to systems originally designed for occasional and genuine returns.

Despite the scale of returns, free returns remain highly valued by UK shoppers across age groups and income levels.

The research shows that 69 per cent believe free returns should always be available, reflecting how central they are to online shopping decisions.

Meanwhile, 62 per cent say returns policies influence where they choose to shop, reinforcing their importance in a competitive retail market.

Awareness of fair-use free returns policies is also relatively high, with 58 per cent of UK adults familiar with the concept.

Among under-34s, awareness rises to 76 per cent, suggesting younger shoppers are more attuned to policy changes and retailer messaging.

However, attitudes shift notably when abuse of free returns systems is taken into account.

The survey found that 87 per cent of shoppers believe serial returners exploit free returns systems to their own advantage.

At the same time, 72 per cent agree that limits are acceptable if they protect free returns for the majority of customers.

The findings suggest growing public support for retailers taking action against extreme behaviour, as long as most customers are not penalised.

The research also tested consumer reactions to a recently announced ASOS returns policy aimed at discouraging excessive returns.

Under the policy, customers with a return rate below 70 per cent continue to receive free returns as standard.

Customers returning more than 70 per cent of items may face a £3.95 fee if they keep less than £40 worth of goods.

At an 80 per cent return rate or higher, an additional £3.95 restocking fee applies, increasing the cost of habitual returns.

ASOS has also introduced a new in-app feature allowing customers to track their return rate and access guidance on avoiding charges.

Overall, the policy was well received, with 84 per cent of respondents describing it as fair.

More than half, 51 per cent, said the approach was very fair, indicating strong public backing for transparent and targeted measures.

While 10 per cent of ASOS shoppers said they might shop less as a result, the figure drops to five per cent among loyal customers.

This suggests limited risk to the brand’s core audience, who are less likely to be affected by the new thresholds.

With average shopper return rates around 20 per cent, the research indicates only around three per cent of customers will reach the 70 per cent threshold.

As a result, the vast majority of shoppers are unlikely to see any change to their current returns experience.

The findings highlight the importance of transparency and communication as retailers tighten returns policies.