retail
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March 17, 2025
Elderly people in Bridgewater, England, are boycotting supermarkets like ASDA and M&S in protest of increased reliance on self-checkout machines, citing concerns about the loneliness of seniors and evacuation of work, according to the Birmingham Live Report. Bridgewater Senior Citizens Forum began a boycott in January.
“I think it’s a very difficult battle, but fighting is a very important battle,” Forum member Glen Burrows told the news outlet. The group argues that human interactions at traditional checkouts are essential to combating social isolation.
Boycotts have gained support from young residents who claim that self-checkout has led to unemployment, especially for young workers. Some shoppers express their preference for human interaction over machines.
This trend has led some retailers to rethink their self-checkout strategies. Morrisons CEO Rami Baitieh admitted that the company could have been “a little too far” at self-checkout. The ASDA has committed to increasing staffing with traditional checkouts, and the luxury chain booth has completely eliminated self-checkouts. Retail analysts point out changing consumer behavior as a driver for self-checkout expansions, but also acknowledge the importance of customer feedback.
