Indianapolis, Feb. 7, 2024 – One in four Gen Zers (26%) will secretly return gifts from their loved ones this Valentine’s Day, according to the latest Valentine’s Day returns data from SAP Emarsys Customer Engagement.  

Researching over 2,000 consumers across the United States, SAP Emarsys found that Gen Z (ages 16-24) are almost twice as likely to return Valentine’s Day gifts as Gen X (ages 45-54), and five times as likely as baby boomers (ages 55 and over). Men are also more likely than women to return gifts without telling their partners. 

And it’s not just Valentine’s Day. Nearly one-third of Gen Zers (32%) have secretly returned the gifts they received at Christmas. However, not every gift goes back to the store. According to the data, almost half of Gen Zers (48%) don’t bother to return items if they cost less than $10-$15, while 43% regift their unwanted items to others. 

SAP Emarsys’ data comes at a time when the rate of returns is rising, with most Americans (86%) returning items over the past 12 months.  

“Buying the perfect Valentine’s Day present isn’t easy, and retailers need to do everything possible to help shoppers get it right,” said Sara Richter, Chief Marketing Officer at SAP Emarsys. “Personalization is essential, and retailers can leverage AI to recommend gift ideas that help shoppers find the perfect gift for their loved ones. If retailers can help shoppers get it right first time, they’ll not only see revenue gains, but also save time and effort on costly returns. Reducing returns is also an opportunity to elevate customer experience and strengthen loyalty, saving shoppers the embarrassment of returning a heartfelt gift.” 

To learn more about how returns can improve customer experience and encourage loyalty, download the latest SAP Emarsys Customer Loyalty Index