Americans Grudgingly Accept Surcharges as Consumer Confidence Wanes

That’s according to a report Monday (April 13) by The Wall Street Journal (WSJ), which notes that the past few weeks have seen package-delivery companies and airlines introduce new or higher fees, citing increased fuel prices. Economists say other companies will follow suit unless oil prices see a drastic drop.

Companies like these sorts of fees, the report said, for a simple reason: they’re effective. The WSJ points to a JD Power study from last year that showed that 34% of small businesses were adding credit card surcharges.

In addition, the number of restaurants including fees or surcharges with customer checks has risen from 16% in 2022 to 20%, the report added, citing a 2025 report from the National Restaurant Association.

“Consumers tend to pay less attention to surcharges than to base prices,” Vicki Morwitz, a marketing professor at Columbia University, told the WSJ.

Researchers have dubbed this phenomenon a “lock-in effect,” the report continued. By the time a surcharge shows up at the end of a transaction, consumers have already committed to the purchase and are much less likely to abandon it than if they had realized the full price from the start. That makes them angry, though it doesn’t lead them to alter their behavior.

“The next time I come back, I’m still drawn in by that initial low price,” said Morwitz. “Even if I may have felt tricked the first time.”

The report also points out that this is taking place against a backdrop of declining consumer confidence, with the most recent edition of the University of Michigan’s survey of consumer sentiment showing its lowest reading on record.

As covered here earlier this month, consumers might have wearily accepted surcharges, but the practice represents a double-edged sword for merchants.

They view surcharges as “a justified hedge” against interchange fees, potential increased costs associated with tariffs and the rising cost of goods. At the same time, they risk alienating consumers, who might object to what they consider annoying and unnecessary fees. Is a 4% surcharge worth the loss of a customer?

“It’s an active dialogue right now that includes often confusing guidance from card networks and uneven regulations that go state by state. At stake is nothing more or less than the consumer experience,” PYMNTS wrote.

For merchants, the report added, surcharges can seem like a practical way to recoup rising payment acceptance costs without constantly having to reprice menus and service lists. For shoppers, they can feel like the latest in a long line of fees.

“The friction is no longer theoretical,” PYMNTS added. “It’s showing up in surveys, policy fights and growing social media complaints that surcharges are creeping into more everyday transactions.”