Consumer Behavior

Nearly half of consumers would choose dental visit than wait a week for refund

Photo: Adobe Stock

January 14, 2026

Nearly half, 44%, of U.S. consumers would rather visit the dentist than wait seven days for a refund.

That's a top finding from research from TodayPay's study " Where Is My Refund? Understanding When, Where & How Consumers Want Their Money Back," that polled nearly 1,4000 consumers regarding refund speed, transparency and flexibility.

The data reveals refunds are one of the most emotionally charged moments in the customer journey, according to a press release on the findings.

Nearly all, 94%, of consumers state an instant refund guarantee increases the likelihood they complete a purchase, while 92% say they would shop again with a retailer that offers faster refunds.

"Refunds have quietly become one of the most important — and most overlooked — drivers of customer loyalty in retail and e-commerce," Jeremy Balkin, founder and CEO of TodayPay, said in the release. "When nearly half of consumers would rather go to the dentist than wait a week for their money, that's actually become a fundamental business problem, and every CEO should take note."

The data states the ability to manage refunds efficiently has become a competitive differentiator.

"I've seen firsthand how refund delays amplify both cost and customer dissatisfaction," Antonio Colicchio, founder of The Returns Guy and ex head of returns and customer care for Abercrombie & Fitch, said in the release. "Faster refund approaches address one of the most persistent pain points in the returns lifecycle. The data shows that refund speed is no longer an operational detail — it is a critical conversion and retention lever."