The End of Paper: How Retailers Can Align with Eco – Conscious Shoppers this Peak Season

By Edward Drax at Yocuda

As the festive season draws nearer, our use of paper is soon to reach its peak. Shoppers and Christmas lovers across the country are already sending cards, thinking of gifts for loved ones and, of course, the paper with which to wrap them. Whilst perfectly wrapped presents are the staple for the lucky and fortunate this festive season, the amount of paper used for packaging and shopping receipts comes with an environmental cost. It is unrealistic, and rather Grinch-like, to imagine the festive season devoid of these traditions. However, shoppers and retailers can still take actionable steps to embrace sustainability without sacrificing the joy of giving. 

Yocuda’s 2024 consumer research found that shoppers are becoming increasingly environmentally aware. 69% of UK shoppers say a retailer’s sustainability policy is important in their decision to shop with that retailer, rising to 85% among 18–25-year-olds. Retailers will be left in the pile of torn wrapping paper if they don’t prove to shoppers that they are environmentally sensitive. 

Paper Receipts in 2024? Surely not

Paper receipts epitomise a culture of unnecessary waste. In the UK alone, 200,000 trees are cut down each year to produce paper receipts or the equivalent of 20,000 tonnes of CO2. Younger shoppers, in particular, are leading the charge for change: 89% of shoppers aged 18-25 and 83% aged 26-35 believe it’s environmentally wasteful for retailers to print receipts automatically. 

In addition, 77% of shoppers – rising to 89% of Gen Z – say if they knew how many trees were cut down to generate paper receipts, they’d be more likely to consider a digital receipt over a paper one. These attitudes reveal a clear mandate amongst UK shoppers that the automatic printing of paper receipts is no longer a feasible option. To move alongside the growing tides of eco-consciousness, retailers need to look at reducing paper wastage. Transitioning to digital receipts is a perfect first step. 

To Receipts and Beyond

Aside from moving to digital receipts – or at least stopping the automatic printing of paper receipts at checkout – retailers should turn their attention to the “pre-loved” marketplace. Given that 55% of adults have purchased a second-hand item in the last 12 months, the demand for pre-loved goods is undeniable. Retailers should embrace this trend by offering refurbished items or partnering with local marketplaces to resell returned or surplus stock. Donations to charities are another way to extend the life of returned goods, reducing waste while supporting communities.

Peak season is the time of the year when return rates hit a yearly high. Retailers’ reverse logistics strategies are stretched to their thinnest and sustainability is often one of the first things to suffer. Convenience will always be most important to customers when it comes to returns. However, with the growing rise of the environmentally conscious consumer, those retailers that offer more sustainable returns options, that actively promote keeping items in the circular economy, will demonstrate an alignment with environmentally friendly values. With digital receipts, your return policy can be displayed directly within the receipt content, with links to the nearest stores/return points. Digital gift receipts can also be included if purchasing for someone else – eliminating the stress of those hard-to-buy-for relatives.

Going paperless in the returns process is another win-win solution. By introducing an online returns portal, retailers can eliminate pre-paid labels, customs declarations and dispatch notes. Small changes like these add up to a big impact, both for the planet and for operational efficiency.

A path to loyalty and sustainability

Sustainability is no longer a ‘nice-to-have’ for retailers. It’s a critical factor in winning the hearts – and wallets – of today’s eco-conscious shoppers. Whilst more and more across the board have ingrained environmentally-conscious practices into their shopping, younger generations are leading from the front. Retailers who combine actionable steps like digital receipts, greener returns and investment in the pre-loved marketplace will reduce their environmental footprint and align themselves with the values of those that demand more from the brands they choose. In doing so, they’re proving that a greener future can go hand-in-hand with a more profitable one.

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