Returnuary has become a defining moment in the retail calendar. January’s return surge strains operations, but it also presents an opportunity to rethink how refunds impact loyalty and growth.
Refund delays create emotional friction. Customers waiting days for funds often hesitate before making another purchase. That pause directly affects repurchase rates.
The Where Is My Refund study by TodayPay shows that 95% of consumers would return to merchants that provide an instant refund. Speed doesn’t just satisfy customers — it drives measurable loyalty.
Issuing funds immediately preserves purchase momentum. Instead of waiting for money to reappear, shoppers can continue browsing in the same session or shortly after. That immediacy protects revenue that would otherwise disappear.
Forward-thinking retailers are realizing refunds are not an operational expense — they are a strategic growth lever. Modernizing the refund experience is one of the fastest ways to strengthen retention following Returnuary.
Yours truly,
The Instant Refund Expert®
The Refunds Blog 