Brits admit to wardrobing as they back crackdown on free online returns abuse

A survey of 1,000 UK adults, conducted by The Harris Poll UK, 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, says: “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 services remain highly valued. 69% of shoppers believe these 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.

Brockway adds: “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.”

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 customers. 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.

2026 RTIH Innovation Awards

Online returns will be a key focus area at the 2026 RTIH Innovation Awards.

The awards will open for entries in April. They celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.