Returns Season Is Coming (Again): Are You Ready for December 26?

The holiday shopping frenzy is still in full swing. For e-tailers, the season is far from done. Peak sales periods, from Black Friday to Christmas, are immediately followed by the returns peak. Gifts that don’t fit, don’t match expectations, or were bought “just in case” flood back to warehouses and stores. For e-commerce businesses, December 26 (and 27 in the UK, following Boxing Day) is statistically the busiest returns day of the year. This is the day retailers must (already!) be prepared. 

Returns are predictable and unavoidable, but they can also be incredibly valuable when managed correctly. 

The lessons from previous peaks, including summer sales, are clear: every major promotion is followed by a surge in returns. As we noted in our series on summer sales, these high-volume periods consistently produce returns waves; retailers who fail to plan for them risk operational strain, lost margins and disappointed customers.

Finding the right balance between generosity and pragmatism is the first step. Extending return windows over the holiday period is common practice. According to a survey by ZigZag Global, 42% of UK retailers extend their returns window during the festive season. However, only 12% offer periods longer than 60 days, mostly due to product depreciation and resale challenges. A carefully controlled return window reduces “where is my order?” inquiries, boosts conversion and protects margins. 

Extending return windows over the holiday period is common practice.  

Clarity is non-negotiable. Shoppers check a retailer’s returns policy before they buy: 84% review the policy before clicking “Pay,” and 39% abandon their cart if it seems inconvenient or unclear. Returns policies must be transparent, easy to find and customer-friendly. Hidden restrictions or complicated instructions lead to frustration and lost sales. 

Communication throughout the returns process is equally critical. Consumers want updates and transparency. In the UK, 71% of shoppers expect real-time tracking for returns and 81% say refund speed determines whether they’ll shop with a retailer again. Providing clear updates and honest timelines builds trust and encourages repeat business. 

The physical journey of returns must also be smooth. From carrier selection to cross-border compliance, local drop-off convenience and packaging simplicity, logistics must be streamlined. Multi-carrier strategies and local injection points reduce costs and transit times, making the process predictable and efficient. 

Technology adds another layer of control. A branded returns portal transforms chaos into order. Benefits include fewer customer service inquiries, faster refunds, more self-service options, better resale recovery, and real-time analytics to spot fraud or margin leakage.

Returns don’t have to be a burden. Retailers who plan strategically can reduce costs, maximize resale value, protect operational capacity and strengthen customer loyalty. With Landmark Global’s reverse logistics network, multi-carrier collection options and the Landmark Global Returns Portal, the post-Christmas surge can become a competitive advantage rather than a headache. 

The Takeaway  

The festive season creates a tidal wave of returns, but it also presents a golden opportunity. Retailers who master returns win on loyalty, repeat purchases and brand reputation. Those who ignore it lose customers when they can least afford to. 

The lesson from both summer and winter peak periods is simple: returns strategy is as important as the original promotion. 

Retailers who invest in clear policies, proactive communication, streamlined logistics and technology-driven automation are the ones who emerge stronger. 

December 26 is coming. The busiest returns day of the year will test every aspect of your operations. Retailers who are ready will turn it into growth, efficiency, customer loyalty. Landmark Global can handle the complexity, letting retailers focus on what matters most: scaling their business while keeping customers satisfied.