A study found that 85% of customers would still make a purchase despite a surcharge. However, that means 15% won’t. A more nuanced breakdown revealed that 80% of better-off customers would pay them, compared to 93% of those struggling financially. One might see this research as suggesting that more financially stable customers (e.g., those who spend more) are less willing to pay surcharges. However, 90% of GenZers were willing to be surcharged, compared to less than 70% of Boomers. The upshot of these findings is that you need to think about who your business caters to. You can always do some market research.