'Serial returners' in UK retail have fallen by a quarter, according to new research from returns and post-purchase specialists ZigZag.

The shoppers who routinely buy large quantities of items online with the intention of returning them cost UK retailers £6.6bn last year, as reported by Retail Gazette.

The research shows the number of serial returners is down from 12% to 8% of all consumers.

The change is set to save retailers £1.7bn in the value of returns generated by this group of shoppers in 2025.

Retailers are fighting back against serial returners with changes to returns policies which encourage more conscious purchasing.

Brands including Next and Asos have introduced policies to target high-frequency returners, while 76% of the UK's 100 biggest retailers are withholding delivery refunds or have introduced returns fees. Most retailers charged between £2.50 to £2.95 for returns.

More than seven out of 10 consumers previously expected returns to be free, so the changes have caused a change in shoppers' mindset.

The research found Gen Z and Millennial shoppers would be willing to pay up to £2.10 in returns fees before reconsidering a purchase, compared with £1.50 for older shoppers.

Zig Zag added that retailers are now shaping their returns policies to align with their customer base.

It said premium and mid-market brands like Sweaty Betty and AllSaints have reduced friction to build loyalty among more affluent shoppers, while cheaper brands like Asos and New Look are piloting segmented policies tailored to shopping behaviour.

Retailers with a large number of shops nationally, like H&M and Next, are encouraging in-store returns, which are free to customers, and charging £2 to £3 for postal returns.

Zig Zag said the industry is 'drawing a clear line between loyal customers and those gaming the system'.