Holiday gifts can bring cheer and excitement, but today is when many of those who weren't satisfied decide to return those gifts that turned the rhetorical “you shouldn't have” into a literal statement.

Whether it's the scent someone bought you that invokes a headache or the gift you'd rather have cash for, returning items to a store can be the best option.

The National Retail Federation 2006 Returns Survey found slightly more than one in three consumers, about 38 percent, will return at least some portion of their gifts. The survey, which gauged consumer behavior and shopping trends, polled 8,090 consumers in early November.

Some who are looking to return items may be in for an unwanted surprise, according to Jim Sauerheber, store team leader for Target.

Sauerheber said many customers take advantage of the 50 percent off sales that retailers like Target use to push inventory out before the year ends.

“The day after Christmas isn't as much as a return day as it is a selling day,” Sauerheber said.

But some even buy items for next Christmas - unbeknownst to those who receive those gifts the following year.

“We'll have people try to return stuff that we sold them from a previous year,” Sauerheber said. “That happens several times, believe it or not.”

Trying to return items beyond the store's return policy can create tension on both sides of the aisle, so knowing the rules of engagement when it comes to returning gift items is key.

“Retailers are constantly doing their best to make sure that the return process is as streamlined as possible,” NRF Chief Executive Officer Tracy Mullin said. “While they are working to maximize the shopping experience for their customers, they are also working hard to minimize the possibility of potential fraud.”

Jerry Corbitt, public information officer for the Bowling Green Police Department, said electronic items are common targets for abuse of a store's return policies.

“I remember a couple taking a couple of TVs, took them out of the store, and then later tried to get a refund for it,” Corbitt said.

Such acts are considered theft by deception, Corbitt said, pointing out that people get creative in trying to defraud the system.

“A lot of times the stores require a receipt and have a store policy for returned items. I think the stores and established merchants have caught on,” Corbitt said. “They're still very forgiving and work with customers, but a lot of times they do require certain documentation to prevent shrinkage or loss.”

For several years, Wal-Mart accepted returns without a receipt, even though many of its competitors require receipts for all returns, according to Jami Arms, a spokeswoman for the company.

“Wal-Mart gives customers the option of a cash refund if the purchase was under $25, a shopping card for the amount of the purchase if it was over $25, a credit to the customer's credit card or an even exchange for the product,” Arms said.

Customer satisfaction is guaranteed by repair, refund or exchange.

“Generally, we accept returns within 90 days after purchase,” Arms said.

But there are a few exceptions to the 90-day rule, mostly for electronics items: Computer components and accessories must be returned within 45 days; camcorders and digital cameras must be returned within 30 days; computers and postpaid cell phones must be returned within 15 days; and prerecorded music, movies and software products must be returned unopened.

Target customers who return items should remember to leave the items in their original packaging, Sauerheber said.

But if you don't have your receipt at Target, don't worry - the store can actually look up the receipt for you in its records, so long as the purchase wasn't made with cash.

“Occasionally, we're unable to do it, but 90 percent of the time we can,” Sauerheber said. “This is a real convenience for a customer when a receipt is lost.”

Target has offered the service for the past two years.

“Anytime a guest returns something without a receipt, we ask them if they used a debit credit to card or check. Gift cards are included as well,” Sauerheber said. “It's definitely an option we always offer.”

In the midst of returning items, patience is truly the virtue to keep in mind with frustrations high and tolerance low during the week after Christmas - one of the busiest weeks of the retail year, according to the National Retail Federation.

Short&Simple

NRF'S tips for stress-free holiday returns:

Know the retailer's return policy. If you don't know, ask.

Save and file all receipts! Though some retailers will allow consumers to exchange merchandise without a receipt, a retailer may only provide merchandise credit for the lowest markdown-price at which the item was sold in the past 30 days.

Provide all original packaging and all parts (including all tags) when giving a gift. Some retailers won't accept returns unless the item is in its original package. If you plan to take back a gift when it is unwrapped, resist the urge to open it or play with it. No one wants to buy someone else's merchandise.

Ask for a gift receipt to make gift returns easier. Ask the retailer if they issue gift receipts. These receipts contain all the necessary information to prove the items were purchased, minus the price.

For online returns, ask the following:

Who pays for shipping the return, you or the merchant? Some merchants will pick up the delivery charges for exchanges, but not for returns.

Where can you make the return? Does the retailer have a physical store, and can returns or exchanges be made there?

Do you have the correct address if you need to mail returns back to the company? Some merchants have off-site service centers that handle returns that may be in a different location from where the merchandise is sent.