One in three UK shoppers admit to ‘wardrobing’ as public backs crackdown on free returns abuse
A new survey of 1,000 UK adults, conducted by leading consumer research specialists The Harris Poll UK, A Stagwell Company highlights the growing pressure on retailers’ free returns policies, as they balance customer expectations with operational sustainability in times when both customers are financially challenged and retailers are facing increased costs. Most shoppers now support ‘fair-use’ free returns policies to curb abuse and keep returns for the majority.
The research shows that 32% of UK shoppers have engaged in wardrobing, rising to 43% among under-34s, with 21% admitting to doing so frequently. A third of shoppers say they ‘wardrobe’ more often due to ongoing cost-of-living pressures, underlining how financial strain is pushing shoppers to ‘play the system’.
Returns already represent a major cost for retailers, estimated at £27 billion a year across the UK reverse logistics chain, with around one-third of clothing shoppers regularly returning items.
Steve Brockway, Chief Research Officer at The Harris Poll UK, said: “Free returns still matter enormously to UK shoppers, and for many people they play a real role in deciding where to buy. But this research shows there is also a strong sense that the system should be used fairly. Most people recognise that a small minority of serial returners are driving up costs, and they are supportive of sensible limits when those limits are clearly designed to protect free returns for the majority.”
Despite the scale of returns, free returns remain highly valued. 69% of shoppers believe free returns should always be available, and 62% say returns policies influence where they choose to shop. Awareness of fair-use free returns policies is also high, with 58% of UK adults familiar with them, rising to 76% among under-34s.
However, attitudes shift when abuse is factored in.
87% of shoppers believe serial returners exploit free returns systems
72% agree that limits are acceptable if they protect free returns for the majority
Steve Brockway added: “People are under real financial pressure, so it is not surprising that some are pushing the system. But when that behaviour becomes habitual, the costs do not disappear. They are ultimately felt by everyone through higher prices or tighter policies. Looking forward, as long as customers stick to the rules, the majority will continue enjoying free returns—even occasional ‘wardrobing’ during the cost-of-living squeeze. But retailers are paying attention, and if you push things too far, they’ll catch up with you.”
This suggests growing public support for retailers taking action against extreme behaviour, provided most customers are not penalised.
The research also tested customer response to a recently announced ASOS returns policy, under which:
Customers with a return rate below 70% retain free returns
Customers returning more than 70% of items may face a £3.95 fee if they keep less than £40 worth of goods
At 80% or higher, an additional £3.95 restocking fee applies
Customers can track their return rate via a new in-app feature, with guidance on avoiding charges
The policy was well received overall, with 84% of respondents describing it as fair, including 51% who said it was very fair.
While 10% of ASOS shoppers said they might shop less as a result, this figure drops to 5% among loyal ASOS customers, suggesting limited risk among the brand’s core audience. With average shopper return rates around 20%, the research indicates that only around 3% of customers are likely to reach the 70% threshold, meaning the vast majority will be unaffected.
The findings suggest that transparency and communication will be critical as retailers tighten returns policies. Emphasising that limits target extreme behaviour, while protecting free returns for most shoppers, is likely to resonate with consumers. Poor communication, however, risks backlash, particularly on social media from the small number of customers affected.
For brands, the message is clear. Most customers will continue to enjoy free returns at their current behaviour levels, even amid occasional wardrobing driven by cost pressures. But retailers are increasingly monitoring returns behaviour, and persistent abuse is less likely to go unnoticed.
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For press information please contact ukmedia@harrispoll.com
About The Harris Poll UK
The Harris Poll UK, a Stagwell company, is a leading customer experience and consumer insights company helping Britain's best-known companies understand what matters most to their customers. Combining sector expertise with digital research tools, behavioural science, and agile methods, The Harris Poll UK delivers real-time insights from over one million survey responses and 40,000 emotion data points each month.
For more information, visit https://www.theharrispoll.co.uk/.