From impulse shopping to gifts that missed the mark, consumers are no strangers to returning products.
But where in the U.S. are shoppers most likely to send items back?
To find out, we analyzed Google search volume for return-related terms across the most populated U.S. cities. Our analysis included search topics from “how to return an Amazon package” to “UPS drop-off,” and ranked the top cities based on return-related searches per 100,000 residents.
We also surveyed 2,000 consumers to gain insight into return habits, frustrations, and packaging preferences.
The data reveals returns are an essential, and often overlooked, part of the shopping experience.
Key Report Highlights:
- Atlanta tops the list of cities most interested in making returns, followed by Orlando, Las Vegas, and Minneapolis.
- 91% of consumers say they’ve returned at least one item in the past year, averaging nearly five returned items annually.
- Top reasons for returns: wrong size (44%), damaged goods (31%), and mismatched descriptions (11%).
- 40% of consumers surveyed admit they’ve felt guilty about returning an item, and 1 in 4 say they don’t check the return policy before buying.
- Nearly 7 in 10 (69%) have kept an item they wanted to return simply because the process was too frustrating.
- Holiday returns are even more common: 65% have returned a gift during the holidays, and 40% anticipate doing so this season.
- More than 3 in 5 (73%) have returned items due to damage from shipping, and 87% say packages often arrive in boxes far too large for the item.
- 50% believe return policies have gotten more restrictive in recent years.
Cities Where Return-Related Searches Are Most Common
What do Atlanta, Orlando, Las Vegas, Minneapolis, and Miami have in common? While geographically diverse, these cities share top spots on the list for return-related search activity, signaling heightened consumer interest in the return process.
All five are major metro areas with strong retail footprints, from sprawling malls and outlet centers to eCommerce-savvy shoppers. Cities like Atlanta and Miami are known for being fashion-forward and trend-conscious markets, where trying new products and returning them is often part of the shopping journey.
Meanwhile, tourist-heavy destinations like Orlando and Las Vegas see high volumes of tourists, which can tend to make quick or spontaneous purchases. In colder climates like Minneapolis, online shopping becomes more prevalent during winter months, potentially leading to higher return rates as shoppers navigate sizing or product fit issues without trying items in-store.
How Frequently Do Consumers Return Online or In-Store Purchases?
Returns have become an expected part of the shopping experience, and our survey reveals just how common the practice really is. An overwhelming 91% of consumers say they’ve returned at least one item in the past year, and on average, consumers send back nearly five items annually.
Most people (62%) report returning between one and five items per year, while nearly 1 in 5 consumers return between six and ten.
When looking at how consumers return their purchases, in-store remains the most popular option, with 36% of consumers choosing to walk items back into a physical location. Close behind are third-party drop-off locations (32%) and direct mail-back returns (29%).
As for what people are sending back, clothing is by far the most returned category, cited by two-thirds of respondents. Electronics (17%) and home goods (5%) trailed behind, while a small percentage pointed to beauty or personal care products.
The top reasons for returning products highlight common online shopping pitfalls: 44% of returns are due to items not fitting or being the wrong size, followed by damaged products (31%), items that didn’t match the description (11%), and a simple change of mind (9%).
Interestingly, return culture is not entirely guilt-free. Overall, 40% of consumers say they’ve felt guilty about returning an item.
Return Policy Preferences: Free Shipping, Refunds, and More
When it comes to return policies, convenience is king for today’s shoppers.
For the majority of consumers, free return shipping is non-negotiable, as cited by 86% of survey respondents. Most also want a full refund over store credit (75%), and more than half (51%) draw the line at restocking fees. Flexibility matters too, from longer return windows (38%) to QR-code labels (34%) and packaging-free drop-offs (29%).
Still, even the most return-happy shoppers can be turned off by a clunky or costly process.
Nearly 7 in 10 consumers (69%) admit to keeping an item they wanted to return because they felt like the return process was too much of a hassle. Complicated instructions, fees, lack of access to printers, and long lines all rank among shoppers’ biggest headaches.
And while 30 days remains the preferred return window, nearly 1 in 5 shoppers want 90+ days to decide.
Smarter Packaging, Fewer Returns: What Shoppers Want
A return isn’t just about the product; it’s also about the package it came in.
For most consumers, poor packaging can make or break the post-purchase experience. A staggering 87% of consumers say they’ve received items in boxes far too large for the product, and 65% have dealt with packaging that arrived crushed or damaged.
Packaging problems often lead directly to returns. Nearly 3 in 4 shoppers (73%) have returned an item because it was damaged during shipping, and 1 in 4 say this happens more often during the holidays.
Beyond damage, consumers are increasingly frustrated by hard-to-open packages, excessive filler, and packaging that makes returns more complicated than they need to be. In an era where sustainability, efficiency, and ease matter, packaging has become a critical part of the return experience.
Holiday Shopping Returns: Stats, Consumer Habits, and Frustrations
Returns are practically a holiday tradition of their own. Nearly 2 in 3 consumers (65%) have returned a gift during the holiday season, and 40% expect to return at least one item this year.
The most common return? Clothing, with 65% of holiday returns falling into this category.
While half of shoppers return gifts within a week, others wait longer. Overall, 23% wait two to three weeks, and 27% hold off for three weeks or more.
Not every unwanted gift makes it back to the store, though. More than half of consumers (54%) admit to regifting items, and nearly 1 in 5 have pretended to like or use a gift in front of the giver to avoid awkwardness. And 48% have avoided returning a gift altogether because they were afraid of offending the person who gave it to them.
Holiday returns aren’t just emotionally complex; they can be logistically frustrating. One-third of consumers (33%) say return policies are more restrictive during the holidays, and 29% are fed up with long lines and crowds. That’s why return-friendly policies are especially important this time of year.
Making Returns Smarter
Whether the result of an unexpectedly poor fit, a damaged package, or an impulse buy during a holiday sale, returns are a core part of the modern shopping experience. From packaging to policy, brands that listen to consumers’ frustrations are better positioned to build loyalty and drive repeat purchases.
At Shorr, we help companies optimize every step of the fulfillment and return process, including smarter packaging solutions that reduce damage, waste, and hassle. The right packaging can not only help reduce avoidable returns but also make the unavoidable ones easier.
Methodology
In November 2025, we conducted a nationwide survey of 2,013 American consumers to better understand modern return behaviors and preferences. The survey explored how often shoppers return items, their top reasons for returning, frustrations with current return policies, and what features they value most in a return process. It also examined attitudes toward holiday gift returns, regifting, and packaging concerns.
Respondents were asked about return frequency, preferred return methods (such as in-store or mail-in), and the most commonly returned product categories. Additional questions gauged consumer sentiment around return guilt and policy restrictiveness.
To complement the survey data, we also analyzed Google search volume for hundreds of return-related keywords across major U.S. cities. This search analysis focused on cities with populations of 300,000 or more to identify where return-related searches are most prevalent.
Gender: Female (50%), Male (49%), Non-binary (1%)
Age Range: 18–89 (average age: 46)
Income Levels: Under $20,000 (14%), $20,000–$40,000 (20%), $40,001–$60,000 (20%), $60,001–$80,000 (17%), $80,001–$100,000 (11%), Over $100,001 (18%)
Marital Status: Married (41%), Single (30%), In a Relationship/Not Married (15%), Divorced (10%), Separated (1%), Widowed (3%)
Total Respondents: 2,013
Margin of Error: +/- 3%
Country: United States (USA)
Region: All Regions
Gender: All Genders
Age of Respondents: 18–89