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Nigel TAYLOR Published
October 18, 2025
We’ve heard a lot about how returns have skyrocketed since the pandemic ended and a new prediction suggests that as many as one out of every six UK fashion purchases made on Black Friday will be returned.
That’s according to True Fit research, which claims Gen Z will be the highest returning cohort, sending back a quarter of their Black Friday fashion buys, while Millennials will send back just over a fifth (21%).
It's bad news for a fashion sector that’s faced with a major over-stock situation after summer merchandise proved hard to shift in a cool early summer and autumn goods were hit by unseasonably warm weather.
True Fit — an AI platform that decodes size and fit for consumers and apparel and footwear retailers — conducted research among over 1,000 UK consumers. It found that the average shopper plans to send back almost a sixth (15%) of the fashion purchases they make during Black Friday-Cyber Monday (BFCM).
But while Gen Z will send back the most, they’ll also buy the most with the average 18-25 year-old planning to splash out £389 during the discount event on clothing, shoes and accessories. On average. UK shoppers plan to spend £239 on fashion during the BFCM weekend, rising to £334 for Millennials.
Data from the Institute of Practitioners in Advertising (IPA) also suggests that 51% of UK consumers plan to spend during BFCM and 33% will spend up to a quarter of their total festive shopping budget at this time.