Shopping today involves a lot of security, anti-shoplifting measures, and waiting around for workers to unlock cases.
Often, these security additions can be frustrating for shoppers. For example, one Walmart customer complained that her order was delivered in a hard-to-open security box. Others have revealed the alleged policies that some retail chains have regarding shoplifters.
Now, an internet user is sparking discussion after claiming that popular discount chain Burlington is making shoppers get their photo taken before entering the store.
Is Burlington Taking Photos of All Its Customers?
In a video posted to Instagram, user @demiks.___couture21 shows what she claims is the entrance to a Burlington location.
“You’ve gotta stand and let them take a picture before you can enter into Burlington,” she explains.
The video depicts people lining up, having their photo taken, then being allowed to enter the store. The Instagrammer reacts by announcing that she’s “getting up out of here” and leaving the store.
The Video Spreads
Soon, this video spread across other forms of social media.
In a response video posted to TikTok, user Robbie Harvey (@therobbieharvey) revealed his own negative thoughts about this alleged store policy.
“What are you doing?” Harvey asks Burlington. “It’s your business. You’re allowed to do what you want…I don’t know if you’re breaking a law, but let me tell you what, I’ll never step into another Burlington ever again if that’s true.”
“I don’t care if it’s happening at my store or not, “ he continues. “You’re not going to treat people in America like that.”
The TikToker closes by hoping that the Instagrammer’s original video isn’t real, and that Burlington will offer an explanation for its policies soon.
Is This Actually Happening? And If So, Is This New?
While users on TikTok reacted with surprise, this isn’t a new technology for Burlington.
In a post from December 2023, a user on Reddit described a similar experience at the store. The user claimed that “they literally had the door blocaded and told us to wait so they could record our images for surveillance.”
Another forum post, this one from March 2025, described being asked to wait in line to have their photo taken before entering the store.
However, for those worried that the store is employing facial recognition software, that doesn’t currently seem to be the case. A September 26, 2025 article states that a Burlington Coat Factory spokesperson denied that any of their stores use facial recognition technology.
In an email to The Mary Sue, a Burlington spokesperson wrote the following: “At Burlington, the safety of our customers and associates is our top priority. The monitors used in our stores are standard security measures that help maintain a safe shopping environment.”
Why Is Burlington Doing This?
Burlington has not released an official statement regarding why they’ve begun engaging in this practice in select stores.
Some who have experienced this security measure claim they were told it had to do with whether a shopper was in “a ‘high theft store’” so the location can “know who you are ‘if you steal something,’” per the aforementioned forum post.
While some may claim that moves like these are in response to increased rates of shoplifting, data does not generally support the claim that shoplifting today is substantially higher than it was a decade ago.
@therobbieharvey @Burlington ♬ original sound – Robbie Harvey
Commenters Hate It
In the comments section, users expressed their distaste for the security system shown by Harvey and @demiks.___couture21’s videos.
Some blamed shoplifters for increased security measures.
“Don’t be mad a Burlington. Be mad at your community,” wrote a user.
“If people stop stealing they wouldn’t have to do all that,” echoed another.
However, others countered that these measures were either ineffective or too intrusive to create a comfortable shopping experience.
“They already have cameras in there so I don’t get the point of this,” said a commenter.
“Where is the data and information being stored? Sold? Shared? How is it being utilized?” questioned a second.
The Mary Sue reached out to Burlington via email, @demiks.___couture21 via Instagram direct message, and Harvey via Instagram and TikTok direct messge.
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