Discussion Topic:
The COVID-19 pandemic ushered in a new era of zero-contact transactions, with self-checkout terminals becoming ubiquitous in American grocery stores, big box retailers, sports stadiums, and many other businesses.
While these stations can be convenient for customers and cost-effective for companies, there’s one feature that some people are not too happy about: prompts to leave a tip. “They’re cutting labor costs by doing self-checkout. So what’s the point of asking for a tip? And where is it going?” said Ishita Jamar, a senior at American University in Washington, D.C.
According to tipping researchers and labor advocates, the gratuity prompts offered by self-checkout kiosks could be an example of “tip creep.” This occurs when employers choose not to raise wages and instead rely on consumers to pass extra cash to employees. Companies dispute this claim and say that tipping is an optional indication of a job well done, although some experts don’t think that’s entirely the case.
When it comes to self-checkout terminals, businesses “are taking advantage of an opportunity,” said William Michael Lynn, a professor at Cornell University’s Nolan School of Hotel Administration specializing in consumer behavior and tip culture. “Who wouldn’t want to get extra money at very little cost if you could?”
Consumers seem to be especially opposed to tipping prompts at airports, where restaurants and retailers kick up prices on most items by at least a few dollars. This was the case for public relations worker Garrett Bemiller, who was caught off guard by a self-checkout message at Newark Airport that encouraged him to leave a tip for a $6 bottle of water. “Just the prompt in general is a bit of emotional blackmail,” said Bemiller, who opted not to leave any gratuity.
That wasn’t the case for Corey Gary, a cybersecurity specialist who tipped 20 percent on a purchase at San Diego’s Petco Park where he grabbed a beer from a fridge and completed the transaction on his own. While Gary claimed that he was “confused, because it wasn’t entirely clear who I was tipping,” a spokesperson for Petco Park said that all tips go to employees.
Discussion Questions:
1. What is “tip creep,” and how does it relate to self-checkout stations that have become common at businesses around the country?”
Tip creep” refers to the increasing prevalence of tipping prompts in situations where it was not traditionally expected, such as at self-checkout stations. This phenomenon occurs when companies avoid raising employee wages and instead rely on consumers to provide extra income through tips. In the context of self-checkout stations, which are becoming common in grocery stores, stadiums, and other businesses, companies are prompting customers to leave tips even though the interaction with employees is minimal or nonexistent. This practice has raised concerns among consumers, who question where the tips are going and whether it is appropriate to be asked for tips in these circumstances, especially when companies are cutting labor costs by automating checkout processes.
2. Do you agree with the claim that tipping prompts at self-checkout kiosks could be considered “emotional blackmail?” Why or why not?
Yes, tipping prompts at self-checkout kiosks could be considered a form of “emotional blackmail” because they may make customers feel pressured to tip, even when it is unclear who will benefit from the gratuity. The lack of direct service makes customers question the fairness of the prompt, leading some to feel guilt or social pressure to contribute financially despite receiving no additional service. As noted by consumers like Garrett Bemiller, the prompts can create an uncomfortable situation, particularly when prices are already inflated, as in airports, and customers are not sure whether their tip is genuinely rewarding a job well done or merely subsidizing lower wages for workers.
