The autumn/winter peak sales season has arrived in the UK, but for cross-border sellers of apparel and footwear, the start of the season has been far from easy.

Data from the UK’s Office for National Statistics (ONS) shows that retail sales volume in the UK fell by 0.4% month-on-month in September 2026. According to PwC, sales in the UK apparel sector declined by 1.7%. Meanwhile, the UK experienced unusually high temperatures in September—tying for the fourth-warmest September on record—and this unseasonably mild autumn weather has put pressure on sales of autumn and winter clothing.

For sellers who stocked up on autumn/winter inventory in advance, weaker-than-expected sales of winter apparel could lead to slower inventory turnover. With the Black Friday and Cyber Monday (BFCM) sales events approaching, sellers must proactively consider how to use discounts to drive sales, manage inventory pressure, and handle subsequent product returns.

Winter apparel sales under pressure: Sellers must also be wary of inventory strain caused by returns.

Autumn and winter apparel typically requires stocking up well in advance. If temperatures fail to drop significantly, consumer demand for items like heavy coats and winter boots may fall short of expectations, forcing sellers to recalibrate their promotional and inventory strategies.

While Black Friday and Cyber Monday are critical milestones for driving peak-season sales, deep discounts do not guarantee that all inventory will be cleared. Once these promotions conclude, sellers may still face challenges regarding slow-moving stock, returned items, and inventory turnover.

This is particularly true for apparel and footwear, where consumers may initiate returns due to issues such as incorrect sizing or a fit that differs from their expectations. Once returned, some items may require inspection, sorting, or repackaging before they can be processed for future use or resale.

Consequently, sellers should not focus solely on sales volume during promotional periods; they must also plan for the management of returned goods. Without a clear strategy for handling these items, returns may continue to tie up inventory resources, increasing operational pressure after the peak season ends.

Sizing, quality, and transit damage: Why do UK consumers return products?

According to aggregated data from consumer surveys conducted by IMRG and nShift, the primary reasons UK online shoppers return items include: incorrect sizing (57.6%), product quality issues (50.8%), damage during transit (45.9%), and items not matching their online descriptions (37.6%). These percentages are derived from a multiple-choice survey reflecting the reasons consumers cite for returning items; they do not represent the overall return rate.

The data suggests that apparel sellers should look beyond the products themselves and also focus on product information, packaging, and the inspection process for returned items.

First, issues related to sizing and product descriptions should be addressed—as much as possible—before a sale occurs. Sellers can refine size charts and provide more comprehensive details regarding fabric, fit, and specific product features to minimize returns caused by a discrepancy between consumer expectations and the actual item. Furthermore, for products that vary by style, sellers should avoid applying a generic, one-size-fits-all sizing guide.

Second, regarding quality issues and damage during transit, sellers must focus on both pre-shipment quality checks and packaging management. Conducting thorough quality inspections before dispatch and ensuring adequate protection for areas prone to compression, scratching, or deformation can help prevent avoidable issues. However, since transit damage is not always solely the result of packaging, sellers should investigate potential root causes across product quality, packaging, and the shipping process.

Third, return policies influence purchasing decisions. The aforementioned survey indicates that 85.6% of respondents consider a seller’s return policy when making a purchase. Consequently, when establishing return rules, sellers must strike a balance between the consumer experience and their own operational costs; policies should be clear and reasonable to minimize unnecessary post-sale disputes.

How should sellers manage returns from December through January?

As the peak season arrives, sellers should integrate return management into their daily operations rather than waiting for a backlog of returned items to accumulate before addressing them.

December: Proactively organize the receipt and inspection process. During the Black Friday and Cyber Monday promotional period, sellers should actively monitor return requests, shipment statuses, and customer feedback, while planning for the receipt and inspection of returns based on order volume. Simultaneously, sellers can review issues such as transit damage and adjust their packaging strategies accordingly.

January: Promptly inspect and categorize returned items. For apparel and footwear items arriving as returns, sellers should—depending on the specific case—check for tags, stains, odors, size labels, shoe boxes, and included accessories. For items in good condition, you can determine the appropriate next steps based on your specific business needs. If items require tidying or repackaging, these tasks should be completed first. Any products with visible soiling, damage, or other issues should be documented separately for further assessment.

Maintain an ongoing record of return reasons to inform future business operations. By periodically analyzing these reasons, you can identify which product styles are prone to sizing issues, or which items frequently suffer from quality or packaging defects. This data can then be used to refine product selection, optimize product detail pages, and improve packaging.

It is important to note that returns do not necessarily cluster in a single month. The timing of how you handle returns should be aligned with platform return policies, the timing of consumer purchases, product categories, and actual return data.

Leverage a UK returns warehouse to ensure timely processing of returned goods.

For cross-border sellers offering apparel, footwear, and headwear in the UK market, the receipt, inspection, and processing of returns are critical components of inventory management.

U-Speed’s UK returns warehouse provides local services, including the receipt, inspection, and processing of returned items. For clothing and footwear, the center can—based on your specific requirements—check for tags, stains, odors, size labels, and the condition of shoeboxes. Additionally, items can be steamed, tidied, folded, or repackaged as needed.

By gaining timely insight into the actual condition of returned items, sellers can make more informed decisions regarding how to handle each product, which in turn supports effective inventory management and operational strategy.

Naturally, not all returned items are suitable for resale. Whether an item can be resold depends on its condition, the platform’s rules, and your own specific business requirements.

A mild autumn in the UK introduces new uncertainties for the sale of autumn and winter apparel. For cross-border sellers, success during the peak season depends not only on sales volume but also on inventory turnover, the costs associated with returns, and the efficiency with which returned goods are processed.

Every step—from optimizing size guides and product descriptions to strengthening packaging management and proactively planning the handling of UK returns—deserves careful attention. Slow sales of winter apparel put your inventory management to the test, while the handling of returned goods serves as a true measure of your return management capabilities. Preparing in advance will enable you to handle the pressure of post-peak-season inventory and returns with greater ease.