Reaching retail workers before the holiday rush

The holidays bring higher foot traffic, longer hours, and more pressure on already strained frontline teams. But despite being the public face of retail brands, frontline employees are often the last to hear about critical updates, receive recognition, or get even basic communications from leadership. 

This disconnect isn’t just an annoyance, but a strategic vulnerability for retail brands. I just went into a store and had the owner apologize for the slow service and add, “As I’m sure you know, we just can’t get help.” With turnover still stubbornly high and seasonal hiring well underway, companies need to reevaluate how they engage, motivate, and retain their frontline teams.

Employee turnover in retail settings remains a costly and disruptive challenge. According to the U.S. Bureau of Labor Statistics, the retail sector saw a 60.9% turnover rate in 2024, among the highest of any industry. This turnover has two major impacts. First, it requires constant onboarding and training of new staff, which reduces operational efficiency. Second, it erodes morale among long-term employees, making retention of this talent even more challenging. Even the owner of that store I mentioned looked ready to quit and go home!

Reaching retail workers before the holiday rush | Chain Store Age

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