CROMWELL — Consumers and retailers are ready to move on to the next phase of the end-of-the-year sales marathon: gift returns, and Connecticut Better Business Bureau says the process can be a lot less time-consuming and costly for those who do some preparation.

Not every gift given will hit the mark and not every gift received will be the style, color, fit or type of present on one’s wish list.

Stores are not legally required to accept items for refund, exchange or credit unless the merchandise is defective or was misrepresented. Most retailers know, however, that it is a good business practice to accommodate customers as much as possible.

Some stores give refunds, issue store credits or allow an exchange with no questions asked, and some even allow return of merchandise without a receipt. Others may consider all sales final, or will not accept the return of items marked for clearance at the time of sale. Store policies vary considerably, and there may be substantial fees and limitations as to what consumers may or may not return.

The biggest time-saver before heading out to brave the crowds at the customer service lines is to check the seller’s returns policies, which must be posted prominently in stores or on receipts and on internet commerce websites.

Connecticut Better Business Bureau recommends carefully checking those policies before attempting to return an item.

What can you expect? Find out if you will be able to obtain a refund or credit and/or exchange unwanted merchandise.

How much time do you have? Some retailers allow up to 45 days, others as few as 14.

If you don’t want it, don’t open it.

Most stores may require returned products in their original purchase condition, unused or unopened. If the packaging is damaged, you may be hit with a “restocking fee,” because the merchandise may no longer be sold as new. These fees can run from one percent to 50 percent of the item’s price. A typical restocking fee is about 15 percent, with higher penalties for custom-made items that are returned.

Keep it together. Make sure you keep not only the packaging, but manuals, parts, cables and other accessories.

Restocking fees and penalties also may apply to opened or used appliances, furniture and other items, according to the store’s written policy.

Not everything will be accepted. Some items that are typically excluded from returns are opened CDs and DVDs and software, as well as certain clothing for health reasons.

Bring identification. Because of return fraud, some retailers may ask for identification when an item is returned. If you are returning or exchanging a gift that you bought with a credit card, bring the that was used to make that purchase.

Save money for online purchases. Check to see whether shipping charges can be avoided by returning an unwanted gift to a physical location, rather than paying to send it back to the store’s online division.

Additional helpful shopping tips and resources can be found in the Get Consumer Help section at www.bbb.org/connecticut.