By fulfilmentcrowd

The costly habit of bracketing

Bracketing has become a default shopping behaviour for many online consumers. Shoppers order multiple sizes, styles, or colours of a product, intending to return the ones that dont fit their needs. While convenient for customers, this trend is a logistical and financial nightmare for retailers, with mounting costs in shipping, returns processing, and inventory disruptions. Well explore why bracketing is on the rise, its impact on online retailers, and how brands can balance customer expectations with operational efficiency.

Why is bracketing more common than ever?

Several key shifts in consumer behaviour and retail practices have driven the bracketing trend:

1.   The shift to online shopping

In-store shopping allows customers to try before they buy. Online, they replicate this by ordering multiple variations and returning what doesnt work. This is particularly common in fashion and footwear, where fit is a key factor.

2.   The influence of free and easy returns

Many retailers have encouraged bracketing - often unknowingly - by offering hassle-free returns as a competitive advantage. Generous policies, like extended return windows and free return labels, have created a low-risk mindset for consumers.

3.   The role of social media and influencer culture

With the rise of social commerce, consumers increasingly buy with aesthetic aspirations in mind. Haul videos, outfit of the day content, and influencer collaborations push consumers towards bulk ordering, trying, and sending back the extras.

4.   Increasing consumer expectations for convenience

Consumers expect speed, flexibility, and zero risk when making a purchase. Bracketing allows them to feel in control, especially when retailers offer express delivery and free returns as standard.