Retailers often ask customers to round up or add a donation at checkout. This practice is common at grocery stores, pharmacies, and online shops. However, new research suggests it can harm the customer relationship.
A study found that these requests can make shoppers feel pressured. When customers feel forced to give, they may resent the store. This negative feeling can reduce the chance they will return.
The research examined how point-of-sale donation prompts affect consumer behavior. It focused on the emotional response to being asked for money during a transaction. The results show a clear downside to this fundraising tactic.
Many retailers use checkout donations to support charities. The strategy is convenient for shoppers who want to give small amounts. But the study indicates that the approach carries hidden risks for the business.
Pressure arises when the request feels like an obligation rather than a choice. Customers may comply in the moment but feel manipulated afterward. That discomfort can linger and shape future shopping decisions.
The study suggests that timing and phrasing matter greatly. A gentle, optional request works better than an aggressive or repeated one. Stores should avoid making customers feel guilty for declining.
Retailers may need to rethink how they solicit donations. Alternative methods, such as online giving portals, could reduce in-store pressure. The key is to preserve goodwill while still supporting charitable causes.
