Managing bracketing during peak season: A survival guide for online retailers

In the run-up to Christmas, online shopping can be a whirlwind of activity, and for retailers, it’s a balancing act between stocking the right items and managing customer habits that impact returns and inventory management. One major player in the seasonal shopping game? Bracketing. No, not racketeering (the art of fraudulent business practices), but instead, it’s the art of ordering every size and colour just to return all but one. Perhaps not as sophisticated (or profitable), but bracketing gives many shoppers flexibility - for retailers, it’s more akin to navigating an obstacle course… with blindfolds. Or perhaps navigating a dodgy business deal with the mob. No judgement.

It’s also had a revival in recent years because of social media ‘hauls’. Influencers showcasing a number of items from retailers, with ‘keep’ and ‘return’ floating above their heads. It’s a great way to showcase your products (especially if influencers point to ‘keep’, but it’s also a sure fire way of encouraging customers to do the same). And according to Business Insider, over 60% of people who shop online have tested the waters for bracketing. Our own primary research from November 2024 corroborates this, highlighting that 62% of shoppers in the UK have (or would) bracket in some capacity when it comes to buying fashion items online.

So, how do you keep operations running smoothly when bracketing ramps up during the holiday season? In this guide, we’ll take you through the ins and outs of handling bracketing. We’ll talk tips, tricks, and practical strategies to help you manage returns, keep costs in check (according to Retail Economics, serial returners send back £6.6billion of online purchasers A YEAR. Excuse us while we pick our jaws up off the floor), and retain your sanity. Plus, we'll share how fulfilmentcrowd’s advanced solutions can make life easier, even during the chaos.

So what’s the deal with bracketing?

Bracketing is essentially the customer’s way of saying, “I don’t know exactly what I want, so I’ll take it all!”. Our research suggests they’re ordering the same item in multiple sizes (40%), colours (35%), styles (24%), or price points (11%), trying them out at home, and sending back whatever doesn’t work. They’re ordering the same item in multiple sizes, colours, or styles, trying them out at home, and sending back whatever doesn’t work. This tendency can lead to a significant amount of returns, especially during peak shopping seasons when everyone’s aiming to buy gifts or their outfits for the festive season.

Reasons and motivations for bracketing are varied… examples include preferring to try on items from the comfort of their own home (40%), size variation across retailers (34%), confusion around different sizing systems (20%, and many more! Being influenced by social media (12%), impulse buying (10%) low self-esteem or poor body image (5%) and shopping addiction (2%) also featured in our research.

When it comes to fashion, our research revealed that jeans/denim (40%), trousers (39%) and tops (37%) were the product categories most likely to be bracketed.

However, it’s also important to ask WHY your customers are doing this. Is it because your sizing can be inconsistent? Do you have a clear and easy to access sizing guide? Do your product photographs match the style and quality of your products in the flesh?

For retailers, bracketing adds a whole new level of complexity to returns and inventory management. It not only ties up stock, but also creates extra work for warehouse staff who handle these returns.

Why bracketing is a peak season pain

During peak shopping season, such as the Black Friday to Christmas rush, bracketing becomes the norm rather than the exception -  our survey of shoppers showed that 7% of those who bracket are more likely to do so leading up to Christmas!  Customers want items fast, and they want the luxury of choice. If you’re handling returns without a solid plan in place, things can get messy quickly, affecting your profits, staff workload, and overall customer experience.

Without clear guidelines and processes, bracketing can lead to:

• Higher return volumes: No shocker here – bracketing leads to a massive influx of returns.
• Inventory chaos: Items are harder to track, leading to inaccuracies in stock levels.
• Increased costs: Handling returns isn’t free, and the added costs can eat into holiday profits.
• Logistics headaches: Warehouses can become overwhelmed with the sheer volume of returns - and let’s not forget the sustainability aspect of returns, which will touch on later.

Practical tips to tackle bracketing like a pro (a pro retailer, not a mobster)

Our recent survey discovered that most consumers (a whopping 83%) could be further encouraged to reduce/avoid bracketing. So, how do you manage bracketing without disrupting your holiday sales flow? Let’s break down some tactics:

1. Improve sizing guides and product descriptions

One way to cut down on bracketing is to ensure your customers feel more confident about their choices. According to our own research, one in ten regularly return fashion items due to poor fit, and the number one thing that would reduce bracketing was more accurate product sizing guides (45%). A fifth (21%) also cited detailed descriptions of each item as being important.

Clear and detailed sizing guides can work wonders. Include measurements in centimetres and inches, add “fit tips” (e.g., “true to size” or “runs large”), and consider images that show the item on different body types. 

If your product descriptions are vague or leave too much to the imagination, customers are likely to hedge their bets by ordering multiples. Be as specific as possible, not only about size but about everything – fabric, colours, fit, and any quirks of the item. Does this feel like a lot of work? It is. But once you’ve got a system in place, the effort will pay off i.e. in less returns.

Customer reviews can also help when it comes to discouraging bracketing - almost a third (28%) of shoppers questioned for our survey said that detailed customer reviews on sizing (with photos) would prevent them from ordering multiple sizes.

2. Use virtual try-ons and AI-powered recommendations

If you’re looking to embrace tech, virtual try-ons and AI-powered size recommendations are smart moves. Virtual try-ons (think augmented reality that lets customers “try on” products online) can give shoppers a better idea of how the item will look, reducing their need to order every variation.

Similarly, AI-driven recommendations can help suggest the right size based on previous purchase data or a few quick measurements. This way, customers feel reassured they’re getting the best possible fit without the need to bracket. A brand that gets this spot on includes retail giants ASOS.

18% of our survey respondents said virtual try-on tools (such as ‘digital fitting rooms’) would make them think twice about bracketing.

3. Tighten your return policy

A solid return policy is crucial, but during peak season, it’s worth reviewing to avoid overextending your returns process. Consider shortening the return window  (11% of those who bracket said this would deter them from doing so)  or placing specific guidelines around bracketing returns. While it’s important not to scare away potential customers, you can gently discourage excessive bracketing by clearly communicating the impact of such practices. This might be something like “Our returns team will be working overtime this season – help us help you by ordering only what you need!”

A lenient-but-firm return policy that is easy to understand and communicates clear boundaries can help deter customers from going overboard.

It’s important to note that many online retailers are now charging customers for online returns. Including the likes of Zara and H&M. We’re certainly not advising you to follow suit - it’s much better to return to points a) and b) above before even considering this.

4. Offer incentives for non-bracketed purchases

One of the cleverer ways to discourage bracketing is by offering incentives to customers who don’t do it. Consider small discounts or loyalty points for those who get it right the first time. This approach can subtly encourage shoppers to make more deliberate choices, and when they’re rewarded for doing so, they’re likely to feel more positive about the experience.

5. Encourage exchanges over returns

If bracketing is leading to piles of unwanted stock, why not encourage exchanges rather than outright returns? For example, promoting exchanges with a free-shipping incentive can make a difference. Customers might decide they’re happy with an alternate item or size without needing a refund, which can keep inventory moving without sending money back.

Quick and easy exchanges (13%) and faster delivery for exchanges or replacements (12%) are key here, as noted by our survey respondents.

Enhancing warehouse efficiency to handle bracketing

Managing bracketing is only half the battle; the other half happens in your warehouse. With fulfilmentcrowd’s intelligent fulfilment solutions, you can reduce the chaos that comes with increased returns and improve your response time.

Here are some fulfilment strategies that’ll help your warehouse run like a well-oiled machine:

1. Streamlined returns processing

fulfilmentcrowd’s system allows you to automate the returns process by quickly logging and sorting returned items, assessing their condition, and directing them to the appropriate area for restocking or refurbishment. This approach minimises time wasted on manual checks, helping to ensure that items are back on virtual shelves as fast as possible.

2. Real-time inventory tracking

Peak season demands up-to-the-minute knowledge of your stock levels. By implementing fulfilmentcrowd’s real-time inventory tracking, you’ll always know exactly what’s in stock, what’s incoming, and what’s been returned. This can help you avoid over-ordering (or under-stocking) and improve forecasting.

3. Dedicated returns areas

Establishing designated return areas within the warehouse can be a game-changer. By keeping returns separate from new items, you’ll make it easier to process items, inspect for quality, and update inventory accurately. fulfilmentcrowd’s solution integrates with your warehouse management system to enable a smooth workflow and minimise bottlenecks.

4. Advanced sorting technology

Bracketing means you’re likely to see a high volume of similar items coming back, which can easily lead to mis-sorting. fulfilmentcrowd’s advanced sorting tech can scan and sort products with precision, reducing mix-ups and making sure every item ends up in the right place.

5. Smart staffing during peak times

Finally, consider adjusting your staffing model during peak seasons. fulfilmentcrowd provides insights into peak return periods, allowing you to allocate resources strategically and keep the process running smoothly without overwhelming your team.

The role of customer communication

Clear communication with customers can go a long way in managing bracketing behaviour. Although maybe don’t take a leaf out of Pretty Little Thing’s strategy of simply blocking customers who are top bracketeers (they’ve now reversed that decision). A few well-placed messages can nudge customers in the right direction, encourage conscious buying decisions, and give them confidence about their purchase without the need to bracket.

1. Send friendly reminders

For customers prone to bracketing, a friendly reminder about fit guides and return policies can be a gentle nudge in the right direction. This reminder could be as simple as, “Need help picking a size? Check out our guide!” or, “Ordering more than one size? Remember, our returns team is standing by to help if needed, but ordering only what you need keeps things running smoothly!”

2. Personalised pre-delivery tips

If a customer’s order includes multiple items of the same kind, consider sending personalised tips before their package even arrives. For example, let them know that each item has been individually sized and inspected, giving them confidence that they’ll get the best fit the first time around.

Keeping it green: Sustainability & the circular economy of returns

Bracketing may be a festive headache, but it’s also an opportunity to go green. Returns don’t have to be a one-way ticket to the landfill. By embracing a circular economy approach, retailers can keep stock moving in a sustainable loop - think of it as product reincarnation. With fulfilmentcrowd’s clever solutions, returns in tip-top shape can head straight back to the shelves instead of ending up as environmental clutter. It’s a win-win: less waste for the planet, and shoppers who feel a little better knowing their festive fashion spree won’t haunt them (or the planet) come January. Sustainable returns? Now that’s the gift that keeps on giving!

How fulfilmentcrowd can help you keep up with bracketing

During the peak season, it’s essential to have a fulfilment partner that understands your unique challenges. fulfilmentcrowd offers a range of fulfilment services designed to help you tackle bracketing and other return-related hurdles with ease. From automated returns processing to intelligent inventory management, our solutions are built to support retailers through the ups and downs of peak season.

Turning bracketing into a strategic advantage with fulfilmentcrowd

While bracketing may feel like a retailer’s nemesis, with the right approach, you can turn this challenge into an opportunity to stand out. By embracing technology, improving warehouse efficiency, and setting clear expectations with customers, you’ll make it easier to manage returns and keep your operations running smoothly.

The key takeaway? You might not be able to eliminate bracketing altogether, but with thoughtful strategies, clear customer communication, and a decent fulfilment partner in your corner, you can keep the holiday season stress-free (or at least manageable) and focus on what matters most: delivering an exceptional shopping experience that keeps customers coming back year after year.

So, as you head into the holiday rush, remember: bracketing might be here to stay, but with the right tools and tactics, you can tackle it (without calling on the Mafia for help).