New research from Money.com.au reveals 65% of Australians say it’s out of touch or unfair for supermarkets to ask customers for charity donations at the checkout during a cost-of-living crisis and while grocery prices remain so high.

Surprisingly, one in five Australians (20%) still say they typically donate when prompted at checkouts, while four in five (80%) usually decline.

Money.com.au’s Head of Insights, Sean Callery, says the findings highlight the balancing act supermarkets and retailers face.

“Checkout fundraising has raised millions for worthwhile causes, but during a cost-of-living crisis it’s important to recognise that some customers may experience donation prompts differently than they did a few years ago,” he said.

“For many Australians, every dollar counts at the supermarket. After paying more for groceries and cutting back on some of the small luxuries they once enjoyed, many households have already stretched their budget as far as it can go. Being asked to make an extra donation, even for a good cause, can feel like one expense too many.”

Feeling pressured

Both Coles and Woolworths prompt customers at some self-service checkouts to support partner charities by rounding up their purchase or making a small donation before paying for their shop.

Mr Callery says many Australians believe these supermarket giants are in a stronger position to support charities themselves, rather than asking shoppers to dig deeper at the checkout during a cost-of-living crisis.

“There’s also an element of feeling pressured or guilty,” he said.

“Declining a donation at the checkout can make some shoppers feel uncomfortable, particularly when there’s a queue behind them. Supermarkets may want to think about ways to make charitable giving feel more customer-led, so shoppers can opt in if they choose, rather than feeling put on the spot at the register.”

Generational perceptions

Older Australians more likely to decline supermarket charity donations. The research found Gen X are the most likely generation to decline supermarket checkout donation requests, with 83% saying they don’t donate.

They’re followed by Baby Boomers (79%), Millennials (78%) and Gen Z (76%), making Gen Z the most likely generation to donate.

“Older Australians are more likely to simply say ‘no’ and move on. Younger shoppers, by comparison, may be more receptive to checkout donation requests or feel more social pressure to contribute,” said Mr Callery.

Millennials are the most likely generation to say supermarket checkout charity prompts feel out of touch or unfair (68%). They’re followed by Gen X and Baby Boomers (both 65%), while Gen Z are the least likely to hold this view (54%).