Which generation returns the most online purchases?

Gen Z (born 1997–2012) returns the most items. They are described as "champion bracketers," with 51% admitting to buying multiple sizes or colors of an item with the intent to return some. Additionally, 43% of Gen Z engage in "wardrobing"—wearing an item before returning it.

What do younger shoppers expect from a returns process?

Younger shoppers, particularly Gen Z and Millennials, expect a frictionless, technology-driven returns process. Key features for them include fast or instant refunds, box-free and label-free returns (using QR codes), and convenient options like home pickup. For 67% of Gen Z, a fast refund is the single most important aspect of a return policy.

How do Baby Boomers' return habits differ from younger generations?

Baby Boomers (born 1946–1964) are cautious and traditional returners. They have the lowest rates of "bracketing" (24%) and are far less likely to buy items with the intent to return them. They prioritize clarity and simplicity in the return policy over speed or technology, with 67% checking the terms before they buy.

Are customers willing to pay for e-commerce returns?

Willingness to pay for returns depends on the generation. Gen Z and Millennials are often willing to pay for convenience , with over half of Millennials open to a small return fee and 58% of Gen Z willing to join a paid membership for better return perks. In contrast, Baby Boomers are much less likely to pay, with only 18% saying they would consider it.

[July Returns Series]: Generational Dynamics in eCommerce Returns - How Age Shapes Behaviors and Policies

Key points:

Return behaviors vary dramatically by generation: Gen Z are the most frequent returners, with 51% admitting to "bracketing" (ordering multiple variations), while Baby Boomers are the most cautious, with only 24% doing so.
Younger generations are willing to pay for convenience; 58% of Gen Z and 32% of Millennials would join a paid membership for return perks, whereas only 18% of Baby Boomers would consider paying for such benefits.
Priorities differ significantly, with 67% of Gen Z stating fast refunds are the most crucial feature of a return policy, while 67% of Baby Boomers prioritize checking for policy transparency and simplicity before making a purchase.
In response to excessive returns costing the industry over $100 billion annually, 66% of retailers have started charging for returns and are shifting from universal policies to segmented, tech-enhanced models.

In our July returns blog series, we’ve already unpacked the immense operational pressure this places on logistics networks, explained why a strategic, cost-aware returns policy is now a competitive necessity and explored how return expectations differ across sectors, including high-value segments like luxury.

But there’s another layer: consumer behavior varies dramatically by age. From cautious Boomers to return-hardened Gen Z, each demographic has its own set of expectations, tolerances and pain points. This article takes a closer look at how generational differences shape return behavior and what that means for etailers balancing seamless e-commerce delivery with efficient reverse logistics.

Baby Boomers (1946–1964): The Cautious Traditionalists

Minimal bracketing culture: Only 24% of Boomers purchase multiple variations to try at home, which is about half the rate of Gen Z.
A mere 20% admit to buying items with intent to return, and just 29% have ever returned worn items.
Transparency matters: Boomers favor clarity and simplicity. Although low-volume returners, they're less inclined to pay for premium return perks: only 18% would consider it.
Policy‑first mindset: Over 67% check return terms before purchasing during the holiday season, placing price, shipping speed and policy transparency at the top of their checklist.

Gen X (1965–1980) & Millennials (1981–1996): The Pragmatic Egalitarians

Mid‑level bracketers: Gen X engages more actively in bracketing—roughly 36%—with 29% admitting to returning worn goods.
Convenience-conscious Millennials: 36% of Millennials say they always or sometimes purchase with intent to return. They demand frictionless processes - label-free returns, fast refunds, and prepaid shipping are non-negotiable.
Willing to pay smartly: Over 56% are open to a small return fee if it ensures simplicity, while 32% would join a membership program for perks like free returns.

Gen Z (1997–2012): The Digital-First Experience Seekers

Champion bracketers & wardrobers: A striking 51% admit to frequent bracketing, with 43% engaging in “wardrobing”—wearing items before returning them.
Returns as default: 84% are drawn to retailers offering box-free returns, instant refunds, and renter programs.
Convenience over cost: 67% say fast refunds are the single most crucial feature of return policies.
Subscription-savvy: 58% of Gen Z would opt for a paid returns membership with perks like home pickup and try‑before‑you‑buy.

At Landmark Global, we understand that a one-size-fits-all approach to returns no longer works. Different age groups demand different solutions—whether that’s printerless QR-code drop-offs for Gen Z, seamless store-based exchanges for Millennials, or clear-cut policies for older shoppers who value simplicity. That’s why we offer fully customizable returns logistics designed to adapt to your customer base. From automated routing and instant tracking to strategic return windows and location-based flexibility, our Returns Management solutions help e-tailers build return flows that reduce friction and retain revenue—no matter who your customers are. Learn more:

Age Becomes a Variable: Adapting to Generational Return Trends

Return Rates & Behaviors

Boomers drive low return volumes, which makes them easy to serve with standard policies.
Gen X and Millennials expect advanced return friction reduction such as QR codes or seamless label generation.
Gen Z demands techno‑driven returns: instant processing, self-service, integrated apps.

E-Commerce Platform Differences: Temu’s Rise

Platforms like Temu blend ultra-low prices with gamified experience, offering free shipping and returns and leveraging games and referral programs to maximize engagement. Though more popular among 25–34-year-olds, older cohorts (55–64, 65+) still represent ~28–29% of user base, suggesting wide generational appeal.

Accountability

Young consumers’ wear-and-return habits are costly. Retailers estimate $100+ billion lost in fraudulent or excessive returns annually.
66% of retailers have started charging for returns in response.
Some platforms are adopting data-driven returns management strategies and segmented policies, with stricter rules for high-risk users and flexibility for low-risk, loyal shoppers.

The Takeaway

Returns are no longer just logistics. They define customer loyalty and profitability. Older generations seek clarity and trust, while younger shoppers demand speed, ease, and often test the limits of returns policies. Retailers must pivot from universal return models to segmented, tech-enhanced policies that reward good behavior and curb abuse.

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FAQ

Gen Z (born 1997–2012) returns the most items. They are described as "champion bracketers," with 51% admitting to buying multiple sizes or colors of an item with the intent to return some. Additionally, 43% of Gen Z engage in "wardrobing"—wearing an item before returning it.
Younger shoppers, particularly Gen Z and Millennials, expect a frictionless, technology-driven returns process. Key features for them include fast or instant refunds, box-free and label-free returns (using QR codes), and convenient options like home pickup. For 67% of Gen Z, a fast refund is the single most important aspect of a return policy.
Baby Boomers (born 1946–1964) are cautious and traditional returners. They have the lowest rates of "bracketing" (24%) and are far less likely to buy items with the intent to return them. They prioritize clarity and simplicity in the return policy over speed or technology, with 67% checking the terms before they buy.
Willingness to pay for returns depends on the generation. Gen Z and Millennials are often willing to pay for convenience, with over half of Millennials open to a small return fee and 58% of Gen Z willing to join a paid membership for better return perks. In contrast, Baby Boomers are much less likely to pay, with only 18% saying they would consider it.

Time to read 5 minutes

Published 7 July 2025