You raise interesting points here. I also try to keep my return rate very low. I prefer to shop in person and spend time trying things on and making deliberate choices, thereby minimizing my need to return. I just wonder how it works for the purely on-line retailers, which offer free shipping and free returns. How do they feel about customers that order two sizes of one item, knowing that they will eat free shipping both ways. How do they view customers that are willing to order ten things, yet return nine or all of them because of sizing issues or they just did not like them. The customer is at no risk, but the retailer bears the transaction costs. Are the customers stigmatized even though they are encouraged by the retailer to order risk-free? I would be interested in hearing the perspectives of anyone who is an on-line retailer.