Returnuary
noun (rih-TURN-yoo-air-ee)
- The post-holiday surge in returns from early January thru February.
- The period when refund experience determines customer loyalty.
- Spike in customer service reason code WIMR a.k.a. Where is my refund?
When 44% of consumers would rather visit the dentist than wait 7 days for a refund, there's a structural loyalty problem in retail.
What is Returnuary?
Returnuary refers to the weeks following peak retail periods - especially after the holidays - when return volumes spike and refund expectations intensify.
During this time:
During this time:
Customers closely track refund timing
Support volumes increase
Brand trust is tested
Loyalty is either reinforced or lost
Refunds are no longer a back-office function. They are a defining customer experience.
Why Returnuary Matters More Than Ever
Today’s consumers expect refunds to move at the speed of modern payments. Waiting days — or weeks — feels broken.
According to Where Is My Refund? 2026 Edition:
According to Where Is My Refund? 2026 Edition:
Consumers expect refund experiences to match the speed of checkout
Slow or unclear refunds drive frustration, churn, and negative reviews
Refund transparency directly reduces support volume
Refund speed influences whether customers buy again
In short: refunds now shape revenue, not just reconciliation.
The Hidden Cost of Slow Refunds
During Returnuary, many merchants experience:
A surge in “Where is my refund?” inquiries
Higher support costs and longer resolution times
Increased dispute risk
Lost repeat purchases
Lower customer lifetime value
The impact compounds quietly—but significantly.
The Opportunity: Turn Refunds Into a Growth Lever
Forward-thinking merchants treat refunds as a strategic moment, not an operational burden.
When refunds are:
When refunds are:
Fast → customers return sooner
Transparent → support costs drop
Flexible → trust and loyalty increase
Refunds become a competitive advantage.
