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# Brands loosen return policies to win holiday shoppers
- URL: https://fabric.media/brands-loosen-return-policies-to-win-holiday-shoppers/
- Published: 2026-09-08T21:10:26.000Z
- Updated: 2026-09-08T21:10:26.000Z
- Description: Retailers expect about 17% of holiday sales to be returned, so brands are testing temporary Q4 policies like free returns and longer windows.
- Author: Fabric.Media Editorial
- Tags: Retail-media, Melissa Daniels, Modern Retail: brands prep new return policies for Q4

**Why it matters.** Brands that test free-returns messaging in ad copy and product pages before Q4 can justify the added cost with measurable lifts in conversion and revenue.

*Signal from* [*modernretail.co*](https://modernretail.co/?ref=fabric.media) *·* [*Melissa Daniels*](https://fabric.media/tag/by-melissa-daniels/) *·* [*read the original*](https://www.modernretail.co/retailers/why-brands-are-prepping-new-return-policies-for-q4/?ref=fabric.media)*.*