Selfish Shopping

The hustle and bustle of the holiday season is on full display this week.  We’ve reached the critical timeframe – ten days out – where packages must be sent if they’re getting to destinations by Christmas.  We’re making lists, not just for Santa but also for last-minute purchases.  Now here’s the good news, weary shopper: no matter where you’re spending your holiday dollars, self-checkout is often an option.

If you’re like me, you beeline to self-checkout when you’re done shopping.  You still have “the control”, as people like to say (who also prefer to drive instead of fly).  With self-checkout you believe you can scan and bag faster than those who are paid to do so.  Maybe, but consider the decisions you have to make in the process::

  1. When do you choose self-checkout?  Most of the time, (especially if the checker-bagger lines are long) but what if you have a lot of items?  Self-checkout is awkward with a full shopping basket (ignore the stares).  One time my wife and I snagged side-by-side registers, put the cart between them, and scanned away.  Against the rules, you say?  What rules? 🙂
  2. Where do you stand in line?  This is touchy territory, shopper.  If you face the typical arrangement where one set of registers sits opposite the other, with enough open space in between, you can get separate lines for each set… which gets ugly when a person assumes he/she is entitled to the next available register on either side.  Prepare for battle.
  3. Which register do you choose?  Murphy’s Law of Self-Checkout: One of the registers doesn’t work.  You just assumed it was available because you couldn’t see the “out of order” screen until you were right in front of it.  Now you have to turn around and reclaim your place in line.  Again, ignore the stares.
  4. When do you alert the self-checkout human assistant (oxymoron?)  How many times have you gotten ahead of the system only to hear, “unexpected item in bagging area” or “please wait for assistance”?  Here’s a tip: don’t wait for assistance.  Most of the time the register is trying to catch up and just needs a little more time.  Congrats, you’re faster than a computer.

Hard to believe, but retail self-checkout just celebrated forty years.  We shoppers been doing what one writer describes as “quasi-paid unforced labor under surveillance” since the 1980s.  I remember how I wasn’t thrilled about the concept when it debuted.  Back then I thought, “Why do I have to do the checking out when someone else is paid to do it for me?”

I was even more annoyed when the airlines put up their “selfish” kiosks and dared travelers to check themselves in and print their own boarding passes.  How quickly we adapt.  Today I’ll choose self-checkout any time I’m given the option (even though surveys say 67% have a bad experience).  In fact, we’ve been conditioned to self-checking out ever since the debut of the bank ATM in the late 60s.  DIY checkout will only get more prevalent as companies reduce labor costs.  One of these days I can picture a self-checkout Starbucks, with a fully mechanical barista standing by to whip up your skinny latte.  Don’t bet against it.

Reasons we choose self-checkout (web.mit.edu)

Self-checkout is about to enter a new arena: clothing stores.  But what about those security devices attached to the sleeves or pant legs?  And how will they know if we slip an extra pair of shoes into the box? The bigger concern, however, may be image.  How will Saks or Bloomingdales look with a bank of self-checkout registers next to their fancy cosmetic counters?  Not the pretty picture of luxury shopping we’ve come to expect.

Image doesn’t matter to me so much, but my time does.  If self-checkout returns a few minutes to my day, I say sign me up.  But somewhere we’ve got to draw the line, people.  At the rate we’re going, human interaction will soon be the exception, not the rule.  It’s also not the direction a world in need of more face time should be heading.

With that, I put down the keyboard for the remainder of 2022.  Remember, the holidays are anything but “selfish”, and everything about face time.  Merry Christmas!

Some content sourced from the CNN Business article, “Self-checkout annoys some customers…”