Nearly a quarter of UK shoppers (23%) have returned large furniture items within the last two years, with 73% stating that’s 'just how online shopping works', according to the new Rise of Returniture report from immersive retail technology provider Fixtuur.
The report, which surveyed 1500 furniture buyers, suggests that a 'buy-try-return' mentality has become second nature in the fixture and furnishings sector. The trend, which Fixtuur calls ‘Returniture’ is particularly common among younger buyers, with nearly one in three (31%) Gen Z consumers sending back large furniture items they have bought online, including sofas, beds and dining room tables.
A quarter (25%) of Gen Z also return flat-pack furniture, while one in five (21%) have even sent back full bathroom or kitchen suites. More than half (59%) think returning these large home items is now 'normal', says Fixtuur.
According to the report, social media platforms like TikTok and Instagram are accelerating this trend, exposing consumers to a constant stream of new looks for their homes. Nearly half (45%) of the shoppers surveyed say they feel pressured to keep their home up to date with trends they see online, while 58% think influencers are adding to the new 'buy, try, return' culture.
"For Britain’s retailers, the Returniture trend poses a significant cost," says Fixtuur. "Two thirds of furniture buyers (69%) think retailers should pick up the bill for these returns. But not all returns are unjustified – 60% of Brits say they’ve bought furniture online that turned out to be the wrong size, while half (49%) have ordered items that didn’t fit through the door or couldn’t get up the stairs."
Anthony Botibol, CMO at Fixtuur, comments: “Returniture might be fuelled by social media, but there are also a huge number of shoppers who just want their furniture to be right first time. Online furniture shopping has become a minefield, with items arriving that are totally different from what’s been described or shown online. This isn’t just bad for buyers, it’s costing retailers a fortune in returns.”
According to Fixtuur, the best way UK retailers can battle Returniture is to let customers try out items before purchase, using more 3D demos, 360° product photos, and AR (augmented reality) apps. It says almost half (47%) of shoppers say these tools would help them buy with more confidence, while the research has also shown that 70% of furniture sellers see a reduction in returns after adopting this tech.
Anthony adds: “Product photos are often hugely misleading. If Britain’s retailers are going to cut back on costly return, they need to let customers really see what they’re buying. AR and 3D visualisations are by far the best way to achieve that.”
The full Rise of Returniture report is available here.
