One in six Black Friday purchases will be returned, data shows

Almost one in every six garments bought on Black Friday will be returned, with Gen Z and Millennials leading the way as the highest returning cohorts, according to the latest data from True Fit, the AI platform that decodes size and fit for consumers and retailers.

Original research of over 1,000 UK consumers by True Fit revealed that while the average shopper plans to send back almost a sixth (15%) of the fashion purchases they buy during Black Friday, Gen Z is expected to be the highest returning cohort. 

Gen Z shoppers reported that they will return over one in four (27%) of all fashion purchases made during Black Friday Cyber Monday (BFCM), closely followed by Millennials, who are set to send back over a fifth (21%) of clothing bought during the discounting event. 

While Gen Z was the highest returning cohort, Gen Z shoppers were also the biggest spenders on Black Friday fashion, with the average 18 to 25-year-old planning to spend £389 during the discounting event on clothing, shoes and accessories, according to True Fit’s research. 

This compares to the average UK shopper who plans to spend £239 on fashion during the Black Friday weekend, rising to £334 for Millennials.  

Last year, total UK retail revenues from Black Friday were estimated to have tipped £12.3bn, up 8.3% year-on-year according to Mintel, with the cost-of-living prompting increased interest and spend amongst increasingly pricing and promotions sensitive shoppers.  

According to the Institute of Practitioners in Advertising (IPA)’s latest data, this trend is set to continue into the golden quarter as its findings suggests that 51% of UK consumers intend to spend during Black Friday and a third (33%) will spend up to a quarter of their total Christmas shopping budget on BFCM sales. 

Jessica Arredondo Murphy, co-founder and COO of True Fit, said: “Black Friday through Cyber Monday present an annual opportunity for retailers to build both revenue and acquire new customers. However, with a sixth of their sales expected to be returned along with all the associated costs of remerchandising that come with returned goods, a successful holiday season is about balancing sales with margin protection.

“Our research shows fit assurance is the defining factor in online fashion conversions, and that fit is ultimately the key consideration as to whether a shopper keeps or returns an item.”

She added: “Getting the right size and fit to the consumer the first time is critical to win this holiday and build consumer trust and loyalty.”