UK shoppers return approximately 30% of fashion items bought online annually, with bracketing—ordering multiple sizes or colours of an item to return all but one—becoming a prevalent habit.
Research by fulfilmentcrowd reveals that 62% of UK consumers have engaged in or are likely to practise bracketing, particularly with products such as jeans (40%), trousers (39%), and tops (37%).
“Poor fit remains the primary motivator for millions of shoppers, with 45% stating that improved sizing guides could deter bracketing,” fulfilmentcrowd noted in their report.
Factors such as inconsistent sizing across brands, social media trends like ‘haul culture’, and the convenience of buy now, pay later (BNPL) options have amplified this practice.
Peak shopping seasons and retail impacts
The lead-up to Christmas exacerbates the bracketing phenomenon, with 7% of consumers indicating a greater likelihood of using this strategy during the festive season.
This period presents unique challenges for retailers, who must navigate heightened return volumes, inventory disruptions, and increased operational costs.
Bracketing not only ties up stock but also increases pressure on warehouse operations. "The influx of returns during peak shopping seasons can overwhelm warehouse staff, leading to logistical inefficiencies and inflated handling costs,” fulfilmentcrowd highlighted.
Mitigating the impact of bracketing
Retailers are exploring strategies to manage bracketing effectively. Enhanced sizing guides, including detailed measurements and customer reviews, are pivotal in building shopper confidence.
“Virtual try-on tools and AI-powered size recommendations can also reduce bracketing by helping customers make more informed choices,” the report suggested.
Return policies play a significant role in controlling bracketing behaviour. Fulfilmentcrowd’s findings indicate that 11% of shoppers would be deterred by shorter return windows, while others respond positively to incentives for precise purchasing.
Exchanges, as opposed to outright returns, can also help keep inventory moving without the financial drain of refunds.
By adopting real-time inventory tracking and streamlined returns processes, fulfilmentcrowd emphasises that warehouses can remain agile during peak demand.
"Designating specific areas for returns and automating the restocking process ensures efficiency, even under pressure," the report concluded.
As online shopping continues to evolve, understanding and addressing customer behaviours like bracketing will be critical for maintaining profitability and operational stability.
Retailers must balance customer satisfaction with the practicalities of inventory management to navigate this growing challenge effectively.
