Three quarters buy more carefully when returns cost money
Rotterdam, Nov. 20, 2025 - Although many stores have been stunting with Black Friday deals for weeks, resistance to Black Friday is growing among consumers. In fact, more than half of the Dutch (54%) think the bargain event should be abolished altogether. Moreover, consumers believe that stores should focus Black Friday less on mass consumption: this is true for 71 percent of women and 62 percent of men. This is according to research by waste and raw materials manager Milgro among a thousand Dutch people.
Consumers remain sensitive to discounts
Black Friday continues to hold its appeal despite the criticism. Just like last year, more than a third of Dutch people (36%) deliberately postpone purchases until Black Friday and Cyber Monday to take advantage of hefty discounts. A quarter (25%) are more likely to be tempted to make an impulsive purchase during these days. Once return fees are involved, 75 percent of consumers choose what they buy more carefully. Also, 83 percent want stores to make it clearer what happens to returned products.
The role of sustainability during Black Friday
During Black Friday and Cyber Monday, many Dutch people do not pay attention to sustainability. Especially men indicate this: 43 percent versus 30 percent of women. At the same time, consumers do see opportunities that would help them make more sustainable choices while shopping. Their top five include:
- Providing more information about the origin, sustainability and energy consumption of products (34 percent)
- Using less packaging or choosing reusable packaging (34%)
- More supply of used, second-hand and refurbished products (32%)
- Put clearer labels and sustainability tags on products (26%)
- Offer repair options to extend the life of products (24%)
Gijs Derks, director at Milgro: "The figures show that consumers are becoming more critical of Black Friday, while stores are bringing the discount season further and further forward and making it a full discount month. That longer period of offers creates more buying incentives and ultimately leads to additional return flows. Therefore, it is important for stores to be more transparent about their impact and offer more pre-owned or refurbished options. That way they help consumers make more sustainable choices and together we reduce waste, contributing to a more circular economy."
About the survey
The survey was conducted by Milgro in collaboration with Factsnapp. A total of 1,008 Dutch people participated in this survey.
