Customer Experience

Checkout donation requests can undermine customer satisfaction

Image: Adobe Stock

October 9, 2026

Summarize withChatGPTGrokPerplexityClaude

Retailers that ask customers to make charitable donations at checkout kiosks may unintentionally create negative shopping experiences, according to research published in the Journal of Retailing and Consumer Services.

The study found donation requests can generate anxiety and feelings of intrusiveness, particularly when shoppers experience time pressure or feel socially obligated to contribute. Researchers warn that these reactions could undermine both charitable fundraising efforts and customers' perceptions of retailers.

The researchers analyzed survey responses from 329 U.S. consumers, examining how checkout donation requests influence willingness to donate, satisfaction with the checkout experience, attitudes toward retailers and intentions to shop again. They found that anxiety can reduce consumers' positive feelings associated with charitable giving, potentially lowering donation intentions and checkout satisfaction. Requests perceived as intrusive can also increase skepticism about retailers' motives, contributing to unfavorable customer reactions.

The findings suggest retailers should consider how donation requests are presented, particularly when customers are trying to complete transactions quickly or may feel pressured to contribute. The research has implications for checkout design, including self-service kiosks and payment terminals that display charitable giving prompts, although the study did not specifically isolate those technologies. The authors concluded that reducing consumer skepticism could help retailers protect the customer experience while supporting charitable fundraising campaigns.