i think europeans might have more qualms about making returns. maybe they feel cowed. to them, it might be awkward. for Americans its old hat.
my mom returns half the clothes and accessories she buys.
most of the e-retailers she uses offer free return shipping.
chances are that if you are lusting for an item for a while, then someone else is also. so when an item loses its luster its best to get rid of it and give someone else a chance.