Holiday Returns: How to Handle Post-Christmas Returns Online

After Black Friday and Christmas comes returns season. Many online stores see a big rise in returns in late December and January, from wrong sizes to unwanted gifts. Handled well, returns build trust and repeat customers. Handled badly, they create angry reviews and lost profit. Here is how to handle holiday returns in your online store.

Set a clear holiday returns policy

Many retailers extend their return window for items bought in November and December, for example allowing returns until the end of January. Whatever you choose, state it clearly on product pages, in the cart and in order emails, so gift buyers know the rules before they buy.

Know the rules in your markets

• UK: consumer law generally gives online shoppers a 14-day cancellation period after delivery, and you must refund within the required time once goods are returned.
• EU: similar 14-day withdrawal rights apply for most online purchases.
• US: there is no single federal returns law, so your published policy sets the rules, along with any state requirements.

Your holiday policy can be more generous than the law but never less. Check current rules for the countries you sell to.

Make gift returns easy

Gift recipients often do not have the order number or want the buyer to know about the return. Offer gift receipts or gift return options, allow exchanges or store credit and let people start a return with an email address or order details.

Use a simple returns process

1. A returns page with clear steps and timescales.
2. A returns form or portal so customers do not need to email back and forth.
3. Prepaid or easy return labels where it makes financial sense.
4. Automatic emails when a return is received and when the refund is issued.

Encourage exchanges over refunds

Offering an easy exchange or a small bonus on store credit keeps revenue in your business. Many customers simply need a different size or colour.

Restock quickly and check condition

Inspect returned items promptly, put sellable stock back online fast and record reasons for each return. Sizing and description problems often show up clearly in returns data.

Watch for return fraud

Holiday peaks can bring more return abuse, such as worn items or empty boxes. Require returns within the stated window, check items on arrival and keep records, while keeping the process friendly for genuine customers.

Practical example: reducing size-related returns

Example: a clothing store finds most January returns are for one jacket that runs small. Adding a "fits small, size up" note and a better size chart to that product page cuts future returns more than any change to the returns policy itself.

Frequently asked questions

Should I extend my return window for the holidays?

Many stores extend returns for November and December purchases until late January so gifts can be returned after Christmas. State the dates clearly.

What are UK online returns rules?

UK consumer law generally gives online shoppers 14 days after delivery to cancel, with refunds due within set timescales. Your policy can be more generous but not less.

How can I reduce holiday returns?

Improve size guides, photos and product descriptions, show delivery times clearly and use returns data to fix the products that come back most.

Should I offer store credit instead of refunds?

You can offer store credit or exchanges as an option, often with a small bonus, but you must still offer refunds where the law requires them.

Get help with returns season

We handle order processing, returns and customer messages for online stores during peak season. See our e-commerce store management service and customer support service.

Before returns season comes the busiest weekend of the year: see our Small Business Saturday plan.