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Waiting is a ubiquitous constituent of many purchase situations. This research investigates the emotional discomfort experienced by customers visiting retail stores in India throughout the checkout process, focusing on three distinct phases: before joining the queue, while waiting, and during billing. The study examines the circumstances and underlying factors that lead to emotional discomfort among customers while they wait at the checkout counter. A cross-sectional survey involving 385 participants was undertaken to evaluate perceptions related to the waiting experience. Structural Equation Modeling (SEM) was utilized to validate the conceptual model. The study uncovers diverse contributors to emotional discomfort during queueing, such as extended wait times, physical constraints, and perceived time prolongation, highlighting the multifaceted nature of this experience. Notably, the absence of a significant link between emotional discomfort and overall satisfaction implies that, while emotional discomfort is a factor, other elements such as pricing, promotions, and product offerings may exert a more significant influence on customers’ comprehensive satisfaction assessments. The research makes a significant contribution by shedding light on the challenges associated with prolonged waiting times at checkout counters in multi-brand food and grocery retailers. The results provide valuable insights into the emotional experiences of customers during waits and their impact on overall shopping satisfaction.