Key stat: 54% of digital shoppers would choose store credit over a cash refund if they got a bonus, like $105 in credit for a $100 return, according to an August survey from Narvar.

Beyond the chart:

• Shoppers are warming to alternatives, but free returns remain non-negotiable. 81% say free returns are a key factor in purchase decisions, according to the National Retail Federation and Happy Returns.
• Meanwhile, speed matters almost as much as savings. 76% of shoppers prefer options offering instant refunds or exchanges, according to the same report.

Use this chart: Drop this into your post-holiday planning deck to make the case for bonus credit incentives. Use it to show stakeholders that most shoppers are persuadable at the returns counter. When finance asks how to stem the gift-return tide, point here.

Related EMARKETER reports:

• Retail and Ecommerce Sales Benchmarks: Q4 2025 (EMARKETER subscription required)
• US Holiday Ecommerce Sales Benchmarks: Q4 2025 (EMARKETER subscription required)

Methodology: Data is from the November 2025 Narvar "2025 Report: State of Post-Purchase." 3,461 US online shoppers ages 18+ were surveyed online during August 2025.