The holidays are over (thankfully), and your ecommerce business is back to normal. Or, almost. It’s now returns season, and that can be almost as difficult for B2C businesses as the holidays themselves. Customers are trying to return gifts that are the wrong size, broken, unwanted, or otherwise flawed in some way. Because of this flurry of returns, it’s tempting to minimize the window your brand allows for returns. You may think that if you only let buyers return items after 2 weeks, you’ll have to deal with less volume and fewer returns overall. Actually, the opposite is true. Long return windows can be a huge boon for ecommerce brands. Allowing buyers to return items for a month or more can counterintuitively decrease the number of returns you see overall. How exactly? It all comes down to the Endowment Effect.