Retail charity urges shoppers to share their smiles

• Smiles of respect will light up the UK from Black Friday in a stand against shop worker abuse
• Shoppers can upload their smiles at retailtrust.org.uk/respect and shared smiles will appear on the iconic screen at Piccadilly Circus on 17 December

Smiles of respect will light up big screens all over the UK from Black Friday as part of the Retail Trust’s Let’s Respect Retail campaign to confront the abuse facing the country’s retail workers.

Smiles from shop workers, members of the public and industry leaders will appear across high streets, shopping centres and landmark sites including Piccadilly Lights, Heathrow Airport and Flannels’ flagship Oxford Street store, in a united call for respect for retail staff in the run-up to Christmas.

Research by the Retail Trust from earlier this month has warned that 77% of shop staff have experienced intimidating behaviour in the last year and a quarter (23%) were physically assaulted. Close to half (43%) said they are being abused or attacked every week, a rise of 10% on 2024, when 33% told the Retail Trust they were experiencing weekly verbal or physical assaults.

The charity for retail workers is calling on shoppers to help restore humanity to the high street this Christmas, starting with simple gestures of respect like a hello, thank you or a smile.

Lord Stuart Rose, the former chairman of Marks & Spencer, Asda and Ocado, Charlie Mayfield, the former chairman of the John Lewis Partnership, and Howard Dawber, London’s Deputy Mayor for business, are among those to have shared smiles of respect for the Retail Trust’s screens.

Shoppers can show their support for retail workers by uploading their own smiles of respect at retailtrust.org.uk/respect and by sharing them on social media using #RespectRetail. Shared smiles will appear on the iconic screen at Piccadilly Circus on Wednesday 17 December.

Chris Brook-Carter, chief executive of the Retail Trust, said: “Thoughtless, unkind and aggressive behaviour has become ‘part of the job’ for too many shop workers today. It’s on all of us to help bring humanity back to the high street this Christmas, starting with acts as simple as a thank you, a greeting, and a smile.

“The smiles being shared across the country represent the Retail Trust’s call for dignity and decency. We know that the smallest acts of respect still make a huge difference to people who are facing daily hostility at work and this is our moment to prove that and to change behaviour.”

Theo Paphitis, Chairman of Theo Paphitis Retail Group including Ryman, Robert Dyas, Boux Avenue and London Graphic Centre added: “The retail industry is one of the most supportive around, as shown by the warmth for, and engagement with, this year’s important 'Let’s Respect Retail' campaign.

Our store colleagues are out there helping our customers day in, day out and respect is the very least we should ask for as we serve our communities. Visit stores, smile and engage positively with our colleagues and this becomes a win-win for all."

Alongside Piccadilly Circus, Heathrow Airport and Flannels, screens featuring the Retail Trust’s smiles of respect will appear at 24 UK shopping centres until Christmas, including Bluewater, Metrocentre, Westfield London and Westfield Stratford, thanks to the Retail Trust’s partnership with the JCDecaux Community Channel.

Others supporting the campaign include Primark, bp, Holland & Barrett, H&M, Landsec and Elevate, the retail media network for Frasers Group’s physical and digital advertising spaces, which include Flannels’ Oxford Street store.

Kari Rodgers, UK Retail Director at Primark, said: “As we move into the festive period and stores get busier, our store colleagues are there to help but any abuse directed towards anyone working in retail is simply not acceptable. A small gesture like a smile or a thank you can make a real difference, so I’d encourage everyone to remember there’s a person behind the uniform when out shopping in the coming weeks.”

Jo Hayward, vice president, mobility & convenience retail of bp, said: “I’m proud to support the Retail Trust’s Respect Retail campaign. Our retail teams work incredibly hard to deliver great experiences for our customers every single day. They’re a vital part of our business and a key part of your communities. A smile or thank you goes a long way. Let’s show them we care.”