Buy Two, Return One

The shirt with a confusing size chart; the appliance you’re not sure you really need; the shoes that will soon be out of style. You could think thoroughly about making these purchases, or you could just buy with a click and return whatever doesn’t work out. This mindset of over-buying and returning the rest comes easily when shopping online. If people are in between sizes, they could order both. If an item is only relevant for a week, they could return it after. Almost any qualm someone has about their online purchase is solved with the option of returning it.

Many online shoppers find returns appealing because they instantly simplify purchase decisions. When faced with choices that take time and energy to weigh out, humans are more likely to take the path of least resistance, and returns alleviate the pressures of online shopping. However, this ease of returns also makes for an ease of expenditure. Although it may feel like it, returning an item doesn’t cancel out overconsumption. In fact, a returned item doesn’t disappear after you’ve emptied your hands of it—it goes somewhere. And that somewhere is most likely not a loving second home. The retail-return phenomenon is an issue that lies in the increased number of people buying items with the intention to return them afterwards.

What happens to all the items that we ship back each year—the clothes that didn’t fit; the decorations we put up once; the apple-slicing gadget that was too complicated to operate? People often forget about the afterlife of their returned items when caught up in the easy rush of buying and returning. Some assume that their items are repackaged and resold in regular inventory, and others assume that their returns enter the “used” market. This includes platforms such as Amazon Resale where returned items in good shape are resold at a lower price point. However, a vast majority of returns, especially those that aren’t in unopened and pristine condition, end up in landfills. In 2023, returns generated 8.4 billion pounds in landfill waste. The creation of new landfills takes up thousands of acres of natural habitat across the United States and has major implications—the release of greenhouse gases such as methane; the creation of “dead zones” where wildlife can no longer survive; and the leakage of toxins into soil and water that damages ecosystems. People have a responsibility to the items they keep and the items they return, because even the pieces that don’t make it to their collections have a lasting presence in our environment.

So, how do we combat this return crisis? First, we need to get to the root of the problem. In the case of clothing, size is a major factor. With swimsuits and fancy dresses, people buy multiple sizes to see which fits best. One alternative to this is switching from online searches to shopping in-store, where pieces can be tried on before purchase. Moreover, shopping in-store has an added aspect of intentionality—being able to see and try on items in person allows people to think prudently before purchasing. In fact, people are three times as likely to return online items than items bought in store. Just the act of going outside to find something adds a level of consciousness to consumption, which can make all the difference.

During the holiday season, a different type of return arises: the return of items that are used only once before being repackaged and shipped back. In 2024, the holiday return rate was projected to account for more than 20 percent of sales. This phenomenon is present even outside of the holiday season—for example, “wardrobing” describes buying an outfit for a specific occasion and returning it afterwards. Instead of buying temporary fixes, people should look into borrowing, renting, or selectively choosing items that can be used for a longer period of time. Instead of opening Amazon to look for that special dress, ask friends and family if they have something on hand. During the holiday season, when it may be hard to find online sites that rent out non-commercial decorations, consider investing in one set that will last for years.

While there are measures to avoid over-purchasing items or making premeditated returns,  sometimes an item will arrive that doesn’t work out—whether damaged during shipping, not compatible with your outlet, or the wrong item entirely. Items such as makeup and other body care products are unable to be resold for safety reasons, so a return will almost certainly end up incinerated or in a landfill. Rather than returning these items, people can give them away to friends or donate them. 

The return crisis isn’t all on the consumers—companies are just as responsible. There should be more regulations regarding company return policies. In general, companies are reluctant to make stricter return policies because people are more likely to buy a product when it includes the extra safety net of returning it. However, there are other measures that they can take, starting with transparent product descriptions and details. Buying shouldn’t be a gamble—it should be an intentional and thoughtful process. Clear photos and videos should always be included, along with cohesive and comprehensive size charts so that people are informed before purchasing. Companies could reward customers for ordering only one product to encourage being intentional about a purchase instead of relying on returns.

It is time to bring awareness to the return industry and, subsequently, to change both the way online retailers operate and the way we shop. Our dependence on instant gratification can make it easy to subconsciously prioritize speed and simplicity over thoughtful choices, leading to normalization of returning products without recognition of what happens to these items. Companies play into the fast pace of retail with an endless stream of special sales and limited-time deals that put pressure on consumers to buy this and to buy it now. As the online market increasingly seeks to make shopping a thoughtless experience, it is ever more crucial to be aware of how we, the consumers, can take control of our own consumption by regulating what we bring into our homes and what we send back. Buying should be intentional, but returns should not.