Tip Creep Expands Across U.S. Retail and Food Services

A Pew Research Center survey found that roughly three‑quarters of American adults believe tipping is now expected in more places than five years ago. Digital prompts suggesting tips of 18% to 25% have spread beyond traditional restaurant servers to coffee shops, fast‑casual venues, drive‑throughs and self‑checkout kiosks at grocery stores, airports and stadiums.

Square’s 2024 report shows 74% of restaurants now use digital tipping systems, a sharp rise from just 10% a decade earlier. Although the prompts appear widely, actual tip rates remain low, with only about 12%‑13% of customers reporting they regularly tip at coffee shops or fast‑food counters. The practice has drawn criticism because customers are often paying for services they performed themselves, such as scanning and bagging groceries.

The trend, sometimes called “tip creep” or “tipflation,” reflects a broader shift toward automated payment interfaces that encourage gratuities, reshaping consumer expectations across the United States.