Customers Demand Free Returns: But understand these come with limits
With recent headlines about ASOS closing accounts under a ‘fair use’ returns policy, our latest research provides a blueprint for retailers to navigate the fine line between customer expectation and operational sustainability—without damaging brand trust.
A strategic communication, not a service restriction
Free returns have become an industry norm. For many customers, they’re not a bonus feature—they’re an essential part of the online shopping experience. But behind this convenience lies a growing operational cost, fuelled by evolving customer behaviours.
Our new research shows that customers are open to fair use returns policies—when presented in a way that they can understand the context:
86% think a fair use policy is reasonable once given the reasons and background.
75% agree: “A fair use policy protects the majority of customers from being charged for returns.”
Just 4% think such a policy is unreasonable.
This presents a critical opportunity for retailers: frame the policy as a shield that protects free returns for everyone, rather than a restriction on individual rights. If communication is left solely to operations or finance teams, there’s a risk the message becomes transactional, rigid and punitive—damaging customer trust.
The scale of the returns challenge
The returns cycle in clothing retail is vast and varied:
1 in 3 UK consumers “fairly” or “very often” return some or all of their clothing purchases.
For under-35s, this rises to 49%.
18% of all UK adults (and 37% of those under 35) admit to wearing an item with the tags still on so they can return it afterwards.
And for many, returns are simply an alternative to the changing room:
60% have bought two sizes of the same item to find the best fit (29% do this frequently).
54% have bought multiple outfits for an occasion, keeping just one (30% do this frequently).
These behaviours drive up costs for retailers. While many customers return items in moderation, there’s a small but costly group of “serial returners” whose patterns make free returns harder to sustain.
Awareness and acceptance are already high
The idea of “fair use” in returns isn’t new to consumers:
53% of all consumers are aware of such policies—rising to 63% among under-35s.
75% of all consumers expect free returns (83% for under-35s).
85% of shoppers are willing to accept a postal charge if they can return the items to a store for free; i.e. there’s an easily accessible free alternative to paying for a return.
When asked about what “fair use” should mean, consumers suggested:
Average acceptable limit: 15 returns per year.
Most common answer: 17 returns per year (~1.5 per month).
From the data it appears it’s a small minority—just 7% of consumers—that would qualify as “serial returners,” expecting an exceptionally high number of returns each year (50 or more). For brands, this means fair use thresholds can be set comfortably above typical behaviour, affecting only a small fraction of customers while safeguarding free returns for the vast majority.
Four actions retail brands should consider
Position limits as protection, not restriction
Frame fair use as a benefit that safeguards free returns for the many from the actions of a few.
Avoid rigid public caps
Use relative measures (“well above the average customer”) rather than absolute numbers in customer-facing communications.
Communicate proactively
Share context before enforcement—customers are more accepting when they feel informed, not penalised.
Align with your brand voice
Keep tone human, empathetic and transparent; avoid cold, rules-based language.
How CX and customer closeness can protect reputation
Navigating the delicate balance between customer expectation and operational reality isn’t just about setting the right policy—it’s about ensuring that every touchpoint, from the first announcement to day-to-day service interactions, reinforces the right message.
At The Harris Poll UK, a Stagwell Company, we work with leading retailers to:
Embed customer insight into decision-making–ensuring operational policies are informed by real-world customer attitudes and behaviours.
Stress-test policies before launch–using research-led simulations to understand likely customer responses and refine communication strategies.
Create empathetic, on-brand messaging–so even difficult changes are understood and accepted by customers.
Maintain a continuous feedback loop–monitoring sentiment post-implementation to make sure trust is preserved and issues are addressed early.
This “customer closeness” approach means that changes like fair use policies are never rolled out in isolation. Instead, they’re part of a wider strategy that combines data, empathy, and brand alignment—reducing the risk of backlash and strengthening long-term customer relationships.
The takeaway
Free returns are an expectation. Fair use policies are the safeguard that keeps them viable.
The difference between customer acceptance and customer backlash lies in how they are introduced and communicated. By taking a customer closeness approach—grounding decisions in research, stress-testing messaging and keeping communication human and on-brand—retailers can ensure policy changes are understood as a collective benefit, not a personal loss. Every service policy has the potential to become a headline; the brands that succeed are those that prepare for the story before it’s written.
Find out how we can help you with your customer experience by contacting us now. We’re experts at this.
The Harris Poll UK, A Stagwell Company, is a leading market research company that provides some of the UK’s best-loved brands with game-changing insights. We utilise a combination of proprietary software and advisory services to deliver data insights via custom service models. We help our clients make informed decisions based on our in-depth industry expertise and our continual exploration of evolving consumer needs and priorities. We know that when a company’s Business Strategy and Customer Strategy are one and the same, their brand and their employees are better placed to succeed.