Gen Z is no stranger to bracketing (i.e., buying multiple versions of the same item and returning those that don’t work). This behavior can result in a nightmare returns situation for retailers, who are already struggling under the weight of increased returns.
To discourage bracketing behavior, retailers can institute returns fees, add more sizing and fit information to product descriptions, add more customer reviews, and/or alert customer service to customers with multiple sizes of the same item in their cart so they can be helped to find the right fit.
This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.