49% of shoppers in UK & US exploit flexible return policies: Survey

Some US and UK shoppers who have taken advantage of companies' policies when shopping online in the last 12 months (29 per cent) are turning to policy abuse to avoid paying full price. Thirty-per cent of US & UK consumers say they exploit flexible return policies to wardrobe—use and then return—expensive items they couldn't otherwise afford. This number spikes to nearly half (46 per cent) when looking at younger US consumers and 48 per cent of younger UK consumers aged 18-34, as per the Forter-Harris Poll report titled Flexible Policies, Risky Business.

But traditional returns abuse is not the only troubling behaviour. Nearly two-thirds (58 per cent) of US and UK consumers say that it is easy to open multiple online accounts with the same retailer to take advantage of promotions. Some US and UK consumers are also exploiting free shipping perks: 21 per cent admit to deliberately over-purchasing to qualify for free shipping, with the intent to return the extra items.

While retailers grapple with this policy abuse, they must also navigate consumers who are becoming more selective in how and where they shop due to financial concerns. Nearly half (48 per cent) of US and UK consumers are buying more from retailers with lenient return policies due to financial concerns. What's more, 63 per cent of US and UK consumers say they rely on retailers' promotions and free perks more now than in the past. However, 16 per cent of US and UK consumers report that they have stopped shopping with a retailer altogether because they made their return policy stricter.

The data reveal that combating growing abuse by creating rigid policies for all shoppers could ultimately cost the business at a time when every dollar counts – leading to a loss in revenue.

"Policy abuse is costing retailers billions of dollars. While consumers react to economic shifts, becoming more intentional and savvier with their spending, retailers must adjust, too," said Ozge Ozcan, chief customer officer, Forter. "Our report found that a one-size-fits-all approach to any policy – whether it's returns, promotions or loyalty programmes – will leave today's retailers exposed. Instead, by knowing who they're doing business with, retailers can strike the crucial balance between customer-friendly policies and protection against serial abuse."

Over 4,000 respondents across the US and the UK participated in the survey conducted online between March 20 and 24, 2025, by The Harris Poll.

ALCHEMPro News Desk (RR)