Although consumers are accustomed to tipping waiters, bartenders and other service workers, tipping a barista or cashier may be a new phenomenon for many shoppers.
It's being driven in large part by changes in technology that have enabled business owners to more easily shift the costs of compensating workers directly to customers.
Adding to the changing dynamics, customers were encouraged to tip generously during the pandemic to help keep restaurants and stores afloat, raising expectations. The shift to digital payments also accelerated during the pandemic, leading stores to replace old-fashioned cash tip jars with tablet touch screens. But these screens and the procedures for digital tipping have proven more intrusive than a low-pressure cash tip jar with a few bucks in it.Customers are overwhelmed by the number of places where they now have the option to tip and feel pressure about whether to add a gratuity and for how much.
Tipping can be an emotionally charged decision. Attitudes towards tipping in these new settings vary widely. Some customers tip no matter what. Others feel guilty if they don't tip or embarrassed if their tip is stingy. And others eschew tipping for a $5 iced coffee, saying the price is already high enough.
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