Digitally native apparel brands rely heavily on paid acquisition. Meta, search, influencer marketing, and affiliate programs drive customer acquisition — often at increasing cost.
That makes retention paramount.
The January return season, or Returnuary, directly affects post-purchase loyalty.
According to the Where Is My Refund report from TodayPay, 95% of consumers prefer merchants offering an instant refund.
Protecting CAC Efficiency
If a first purchase is marginally profitable, repeat purchases drive ROI. Slow refunds erode that dynamic.
Immediate reimbursement preserves purchasing power within the same digital ecosystem.
Maintaining Session Continuity
Customers who receive funds instantly are more likely to exchange or repurchase during the same browsing session.
That continuity improves retention metrics and LTV calculations.
For DTC apparel brands, refund speed is not an operational afterthought — it is a retention multiplier.
Yours truly,
The Instant Refund Expert®
The Refunds Blog 