Conclusion: a store's returns report shows one blended rate, but bracketing (ordering several sizes to return most) is not spread evenly across shoppers. About 51% of Gen Z bracket, against 24% of baby boomers (NRF / Happy Returns, 2024). Because a bracketed order ships and sends back two or three units, a youth-skewed catalog processes more returned units per return than an older one at the same headline return rate. So the honest way to size the cost is to segment returns by age cohort and count returned units, not orders.
Bracketing is ordering one item in two or three sizes, meaning to keep one and send the rest back. The order looks ordinary until the returns land: more units ship, each returned size is its own pick-pack-inspect, and shipped-back units often can't resell at full price. It is also partly planned, so a better product photo won't stop a shopper who always orders multiples.
Bracketing is concentrated in younger shoppers: about 51% of Gen Z bracket, against 24% of boomers (NRF 2024). So two stores with the same 24% return rate differ: the one selling to younger shoppers gets more of those returns from multi-size orders, which cost more to handle.
| Metric | Figure | Source |
|---|---|---|
| Gen Z who bracket | 51% | NRF / Happy Returns 2024 |
| Baby boomers who bracket | 24% | NRF / Happy Returns 2024 |
| Online apparel return rate | ~24% | Coresight 2023 |
| Size or fit share of returns | 53% cited (~70% incl. style) | Coresight / EEA |
The headline return rate counts every return as one unit. A youth-skewed catalog returns more units per return, so its real reverse-logistics cost runs higher at the same rate. Illustrative, not a sourced stat: two stores each shipping 40,000 orders at a 24% return rate take back 9,600 orders each, but if the younger store's returns average 1.8 units and the older store's 1.2, the younger store handles about 50% more returned units.
Bracketing is ordering one item in several sizes or colors, planning to keep one and return the rest. It inflates returns because a single order can ship and send back two or three units.
About 51% of Gen Z bracket their orders, against 24% of baby boomers, in NRF and Happy Returns' 2024 returns report. So a younger customer base raises your bracketing exposure.
It can reduce bracketing driven by size doubt, because the shopper sees the item on their body first. It will not stop planned bracketing by shoppers who always order multiples. Test any effect with a holdout.
Count returned units, not returned orders, and segment by age cohort. A youth-skewed catalog handles more units per return at the same headline rate, so its reverse-logistics cost runs higher.