Checkout Charity Requests: Pressure on Shoppers May Backfire
In recent years, many retailers have implemented a practice known as “checkout charity,” where customers are prompted to donate small amounts to various charities during their payment process. However, research indicates that this approach may not be as beneficial as it seems, often leaving shoppers feeling pressured and guilty, particularly during the busy holiday shopping season.
According to a study published on December 15, 2025, by researchers including Arvid O. I. Hoffmann, consumers often experience negative emotions when asked to donate at the checkout. This phenomenon has led to concerns about the effectiveness of such campaigns for both retailers and charities, particularly in countries like Australia and the United States.
Retailers like Cotton On and Domino’s Pizza have successfully raised significant funds through checkout donations. For instance, Cotton On garnered approximately A$20 million in 2024, while Domino’s raised over US$126 million for the St Jude Children’s Research Hospital over two decades. These figures suggest that checkout charity can yield impressive results. Yet, the underlying emotions experienced by consumers can complicate these successes.
Negative Emotional Responses to Donation Requests
The study surveyed 329 consumers about their feelings toward checkout donation requests. Many respondents reported feeling pressured, guilty, and anxious when faced with a quick decision to donate, especially when they were in a queue with others waiting behind them. Comments from participants reflected a sense of frustration, with one stating, “The grocery store has a lot more money than I do. Why am I the one expected to make a donation?”
These feelings of discomfort can lead to adverse outcomes. Consumers who felt pressured to donate were less likely to contribute and reported lower satisfaction with their shopping experience. Additionally, they expressed greater criticism toward the retailers, raising concerns for businesses reliant on these charitable campaigns.
Strategies for Improving Checkout Charity Campaigns
Despite the challenges associated with checkout charity, there are ways to enhance the experience for customers. Effective strategies may include providing advance notice of donation requests through signage or flyers, which can alleviate the element of surprise at the checkout. For example, Woolworths successfully communicated its charitable initiatives during holiday seasons, allowing shoppers to prepare for the ask.
Furthermore, retailers can design payment interfaces that enable private donation choices, reducing feelings of scrutiny and social pressure. This approach has been adopted in some self-service checkouts, allowing customers to make decisions without feeling watched.
Engaging storytelling can also play a vital role in improving customer perceptions. Campaigns that showcase the specific individuals or causes benefiting from donations, rather than merely presenting financial targets, may foster a more positive emotional response among shoppers.
Lastly, transparency is crucial. Retailers should clearly communicate how the funds are allocated and the impact of contributions. Building trust can help mitigate skepticism and encourage more customers to participate in charitable initiatives.
As the holiday shopping season continues, it is essential for retailers to consider the emotional landscape of their customers. By implementing thoughtful strategies, businesses can create a more positive environment around checkout charity, ultimately benefiting both consumers and charitable organizations.
