returns during peak season: here's how to reduce costs and maintain sales.

Tip 1: Use return data to set up your webshop.

Return data tells you exactly which products are risky and when to expect a peak. That way, you avoid being surprised by a wave of returns. The Return Benchmark 2025 shows that the number of returns during and after the peak season increases on average by 44.5% compared to the rest of the year. The highest return volumes are in December, January and February. The peak season is often associated with Black Friday and Christmas. The peak for returns is a little later. And that is not surprising, because between the purchase and the return arriving back to your warehouse, is an average time of 23 days.

By diving into your own return data in advance to predict peaks and to compare your return rates with the Benchmark averages, you go into the peak season prepared.

Tip 2. Don't just put any product on sale.

Sale items are more often bought on impulse and therefore more often returned. By leaving products with high return rates out of the sale, you prevent them from being returned. Therefore, to save return costs, exclude return-prone products from discount promotions.

Tip 3. Choose a return period that fits your industry.

Your return period determines how quickly products are back in your warehouse, and thus whether you can still sell them within the same season. Yet only 17% of all e-commerce companies adjust their return policy during peak season, but if they adjust anything, 42% choose to adjust the return period.

What is your standard return period? 14, 30 or even 60 days? Revisit whether your current return period is fitting for peak season. After all, a (too) long return period sometimes causes returned products not to be resold or with difficulty. The time between the return request and the product being made available again is called dead stock. You want to minimize this period so that you can still resell products within the same season.

Comparison: short or long return period

• Short return period: with a short return period, products are back in your warehouse faster and can go back on sale immediately. This is relevant for webshops with seasonal products (for example, winter clothes or party decorations) and trend items or collections whose demand and popularity are quickly outdated.
  
  
• Long return period: for webshops with products that are relevant all year round, such as electronics or household items, a longer return period can actually offer advantages:
  • Less high return spikes: because customers have longer time to return a product, the flow of returns coming in is stretched.
  • Less chance of returns: a longer return period often causes customers to become attached to the product or they forget to return it.
  • Increased trust: Consumers appreciate it when an online store gives them more time, which contributes to a positive customer experience.
    
    
• Unlimited return period: MediaMarkt, for example, opts for a return period of more than 100 days. And that turns out to be a smart move. This is because consumers experience a greater barrier to returning a product. They become attached to it or have already used it a few times, so they find it less decent to still return it.

How long is a product out-of-stock?

There are four steps that affect how quickly a returned product is ready for sale again. The more insight you have into each step, the better prepared you'll be for a return spike.

• Return deadline: many customers wait until the last minute to return. With a 14-day return period, this usually happens around day 12, while with a 30-day period it is around day 28.
  
  
• Drop-off time and transportation time: Next, the package is taken by the consumer to the carrier and transported to your warehouse. On average, this is 2 days, but during peak season this can take longer than usual due to many shipments.
  
  
• Processing time: eventually you have to include the time you need to process a return and put the product back on sale. On average, merchants take 8 days to do this.

So take the full return time into account when setting a return period and planning for the peak season. Do you have a return period of 14 days, your average drop-off and transport time is 2 days and your processing time is 8 days? Then it takes at least 23 days for a returned product to be ready for resale.

Tip 4: Make smart use of paid and free returns.

More and more merchants are opting for dynamic return shipping: some returns are free, others paid. Until a few years ago, free shipping and returns were still a key differentiator for online stores. However, consumers are becoming increasingly aware of the environmental impact of returns and therefore more consumers are open to paid returns. The Return Benchmark 2025 shows that 46% of consumers are willing to pay €0.50 per return. More and more web shops are therefore opting for paid returns.

Paid returns offer many advantages, such as preventing impulse purchases and reducing the total number of returns, which also saves on return costs. Make smart use of free returns, depending on the situation, for example to reward customers who keep a large part of their order or who have already bought from you many times.

That way you don't offer a one-size-fits-all solution and are accommodating where necessary, while saving significantly on return costs during this return-intensive period.

Returnless tip: with Returnless' Return rules you can easily set up different return scenarios for different return situations. This way you can effortlessly distinguish between paid and free returns and you are optimally prepared for the peak season.

Tip 5. Have a clear and visible return policy for sales and promotions.

67% of consumers drop out when return information is not clearly visible on your website. Therefore, consider optimizing your return policy for the peak season and clearly state it on your website.

• Make conditions visible: Consider all possible scenarios in your return policy. For example, inform customers that free products must be returned with a full return or that a return fee is charged for sale items.
  
  
• Paid returns for sale items: It may be wise to charge return fees for sale items to reduce overall costs. In doing so, it is important to state this clearly to avoid misunderstandings and hassles. Customers are often willing to pay these fees, but only if they are aware of them while ordering.

Tip 6: Use coupons to maintain your sales.

Coupons are a direct way to reduce lost sales on returns. Give your customers the choice between a refund or a coupon with store credit. With our customers, 17% of returns already convert to a coupon. And that's without any additional promotion. In some cases this went up to 44%, when a free return, a discount code or extra store credit is linked to this option. The average credit generated in this way is €83. But that's not all; customers who return products via a coupon spend on average 20% more on a repeat purchase. So this way you not only maintain your sales, but also increase your profits.

Returnless tip: Don't you offer the option return via coupon in your store yet? Then you're just in time to implement it before the returns peak. With Returnless, implementation is quick and you'll soon be able to offer coupons and gift cards with store credit.

Prepared for peak season.

With our Return Benchmark, you'll go into peak season well prepared. Will you make a few subtle adjustments or will you change your entire return policy to lower your return rate? The choice is yours.

Want more facts and figures on returns during peak season? Then we have good news for you. In our recently released Return Benchmark 2025, you'll find data, insights and best practices for smart, fast and profitable returns.

Are you already all set to get started and want to catch up before peak season really kicks in? Then create a free trial account right away or schedule a demo appointment with one of our experts.

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