During the first six weeks of the holiday season, online returns were down 2.5%, according to Adobe Analytics data. (Photo by Smith Collection/Gado/Getty Images)
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During the first six weeks of the holiday shopping season, returns of online purchases were down 2.5%, Adobe reported today.
In addition to that potentially positive news for retailers, Adobe also reported that online sales have remained solid following a strong start to the season. E-commerce sales on U.S. retail sites were up 6.1% as of December 12.
For the seven days following Cyber Week, e-commerce returns were down 0.1%, Adobe reported.
The early numbers on returns could support a trend researchers and shopper surveys have been spotlighting since early fall – that consumers are being more deliberate and more informed about their purchases, and that AI is helping them do that.
“Consumers are being very strategic, considered and conscientious about what they buy within the broader macroeconomic environment,” Vivek Pandya, Director, Adobe Digital Insights said.
Pandya noted that consumers “are using AI tools to determine the best items to select for their holiday shopping, and given this elevated level of consideration we’re seeing incrementally lower rates of return than observed in previous years.”
Adobe previously reported that AI-driven traffic to U.S. retail sites was up 760% in November, compared to the previous November. AI chat services and browsers were used most frequently by shoppers looking for video games, appliances, electronics, toys, and personal care products.
Adobe’s numbers are based on Adobe Analytics data culled from over 1 trillion visits to U.S. retail sites, covering 100 million products and 18 product categories.
On returns, Adobe found that while shoppers are buying primarily on their mobile phones, they are using their desktops to make returns. While 52.4% of overall online spending was done on a mobile device, only 39.1% of returns happened on a mobile device rather than a desktop.
Based on past patterns, Adobe is expecting the last week in December to be the busiest time for returns. In the 2024 holiday season, one out of every eight returns occurred between December 26 and December 31. Returns are also expected to be elevated through the first two weeks of January.
Online shoppers also are continuing to use BNPL (Buy Now, Pay Later) flexible payment plans to cover record amounts of spending, according to Adobe. During the first six weeks of the holiday season BNPL plans were used for $13.9 billion in online spending, up 6% over last year.
Adobe said its forecast for U.S. ecommerce sales during the holiday months of November and December remains the same. It is expecting $253.4 billion in online spending, up 5.3% over holiday 2024.
Source: https://www.forbes.com/sites/joanverdon/2025/12/17/e-commerce-returns-of-holiday-purchases-down-25-adobe-reports/
