Brits have overwhelmingly voted for “chattier” shopping experiences as the shift to self-service checkouts continues to “dehumanise” the high street. Nearly half of UK adults (48%) are more likely to return to shops where they are served by a person rather than an automated checkout, according to a landmark survey by the Belonging Forum.
In contrast, just 9% said they would be less likely to revisit shops offering human service, according to the Belonging Barometer survey, which surveyed 10,000 people across the UK. Kim Samuel, founder of the Belonging Forum, an initiative dedicated to battling social isolation, said: “The rapid rise of self-service has dehumanised our high streets, with social consequences we’re only beginning to understand. Older people, in particular, have been disproportionately impacted, as this groundbreaking and timely research reveals.”
The survey found that 60% of respondents are more likely to return to stores where they can ask questions and engage with a staff member, with only 8% saying they would be less likely to return in such situations. Furthermore, 44% of Brits expressed a preference for shops where staff engage in conversations beyond typical supermarket chatter, with only 14% put off by this.
Ms Samuel said: “Small, everyday interactions – whether a kind word at the till or simply sharing a joke – are vital for building social connection. A conversation at a supermarket checkout could be the only meaningful interaction older people and people with disabilities in particular have all day.”
Human interaction was found to be most important for people over 55 – particularly older women – and people with disabilities.
The concept of “chatty checkouts,” where staff are encouraged to engage in conversation with customers, received support from 43% of those surveyed. However, support dropped to 34% when participants were told this could reduce the number of regular tills, highlighting the public’s desire for choice.
Retail giant M&S recently introduced a new “may take a little longer” till for customers who may have limited social interaction or those who want to chat. The initiative is designed to help combat loneliness, particularly for elderly customers, allowing them to shop and pay without feeling rushed.
Ms Samuel said: “Chatty checkouts are an ingenious solution – they maintain choice for all while offering human connection and a sense of belonging for those in need.”
The study also explored public attitudes towards automation and self-service across various sectors. The preference for human-led customer service remains strong, especially for more complex or personal tasks.
For example, 65% of respondents wanted a customer service worker when ordering in a restaurant, 56% preferred human service when getting an MOT for their car, and 49% wanted assistance when making an insurance claim.
Conversely, people are more willing to embrace automation for routine tasks such as basic banking (53%), grabbing a few items at the supermarket (40%), or purchasing train tickets (39%).
A clear generational divide emerged, with younger people generally more comfortable with self-service and automated systems, while older individuals consistently preferred human interaction.
Ms Samuel said: “If we want thriving communities, we need to measure and mitigate the negative impacts of automation, ensuring no one is excluded from everyday social interactions.”
Insights from the 2025 Belonging Barometer will help inform a Charter for Belonging, an initiative that aims to set guiding principles to combat social isolation and foster a sense of belonging in communities across the UK.
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