Consumer Behavior

Self-checkout boycott drives change at Britain retailers

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March 19, 2025

Elderly residents in Bridgwater, England, are boycotting supermarkets like Asda and M&S in protest of the increasing reliance on self-checkout machines, citing concerns about elderly loneliness and job displacement, according to a Birmingham Live report.

The Bridgwater Senior Citizens' Forum initiated the boycott in January.

"I think it's quite a difficult battle but it's a very important one to fight," Glen Burrows, a member of the forum, told the news outlet. The group argues human interaction at traditional checkouts is vital for combating social isolation.

The boycott has garnered support from younger residents who claim self-checkouts have led to job losses, particularly for young workers. Some shoppers express a preference for human interaction over machines.

The trend has prompted some retailers to reconsider their self-checkout strategies. Morrisons' CEO Rami Baitieh admitted the company may have "gone a bit too far" with self-checkouts. Asda has pledged to increase staffing at traditional checkouts, and upscale chain Booths has eliminated self-checkouts entirely.