Consumer Behavior

Refund delays more scary than root canals for many consumers

Photo: Generated by AI. Adobe Stock.

April 10, 2025

Nearly four out of 10 American consumers, 37%, would rather see a dentist than wait for a refund, according to TodayPay's 2025 "Where Is My Refund," report.

The survey, based on responses from 500 qualified U.S. shoppers, paints a compelling picture of consumer frustration and the urgent need for merchants to modernize their refund processes, according to a press release on the findings.

"This jaw dropping data highlights the growing consumer dissatisfaction with outdated refund payment methods and the heightened expectations for instant gratification in today's modern digital economy," Jeremy Balkin, founder and CEO of TodayPay, said in the release. "Our findings are clear — U.S. consumers expect their refunds to be as seamless as when they make a payment. In an age where real-time payments and same-day deliveries are expected, consumers want to choose how their payment comes and at what speed."

Additional findings include:

• Roughly two-thirds of respondents (63%) want same-day refunds, a 12% year-over-year increase.
• Nearly half of consumers stated they would avoid retailers with slow refund policies, while 74% said they would make repeat purchases if instant refunds were available.
• Nearly all consumers (95%) want flexibility for how they receive refunds, whether through alternative payment methods, gift cards, rewards points or even cryptocurrencies, a 2% year-over-year increase.
• Ambiguous refund policies are a top frustration, with participants emphasizing the need for clarity and simplicity in the process.

"The refund payment method isn't only a pain for shoppers, it's a growing problem for merchants who want to take back control of the post-purchase customer experience," Balkin said in the release.