6/10 Consumers Want to Shop with Brands Treating Staff Well

Around 61% of consumers said they are more likely to shop with a company that treats its employees well, according to a new study.

In fact, Gen Z prioritises employees being treated well when holiday shopping more than any other generation, ranking it three out of seven, according to the results from Jobcase’s Retail Worker Appreciation study; revealing retail worker sentiment and consumer plans during the holiday shopping season.

However, the findings also show that 59% of retail staff say they are treated worse by customers this time of year. Making matters more concerning is that 40% are afraid that their employer will not have enough staff needed during the holiday season. In fact, 43% said their employer hasn’t done anything to prepare for the increased work volume.

WHAT RETAIL STAFF REALLY WANT

To retain and recruit much-needed staff in an upcoming seasonal and stressful environment, organisations need to offer more bonuses and flexibility, confirmed the study. Almost half (42%) of retail workers said they want their employer to offer regular bonuses as a new benefit; over company paid healthcare (14%) or childcare support (4%). Flexible scheduling was ranked as the second most important benefit to retail workers, just after wage increases. Offering better benefits is a must especially as 58% of retail workers are required to work on holidays, including: 

• Thanksgiving – 59% 
• Black Friday – 84% 
• Christmas Eve – 81% 
• Christmas Day – 30% 
• New Year’s Eve – 79% 
• New Year’s Day – 62%

SEASON OF GOODWILL & GIVING

While customers cite they are more likely to shop with a company that treats its employees well (61%), price is the ultimate priority. Of the 42% who plan to be more generous this year, tipping big is how they plan to do it (58%); followed by giving more gifts to people like teachers, caregivers, etc (46%). Additional findings reveal that:

• 62% of consumers said they’re more generous during the holiday season. 

• Millennials will be the most generous, with 73% saying they plan to give back this holiday season.

OVERWORKED & UNDERPAID

“Isn’t it wonderful that once a year we all pause to celebrate peace and love during the holidays,” stated Fred Goff, Co-founder and CEO of Jobcase. “Let’s please commit to one another to spread the spirit of this season beyond our family and friends; and include bringing some joy to the wonderful workers who stand ready to serve us. This year they are understaffed, overworked and underpaid. Please be patient, tip, support and bolster up the people who roll up their sleeves come rain or shine to keep our economy moving!” 

For those businesses looking to make a difference for retail workers this holiday season, the Jobcase report advises the following:

• Let store management know about great customer service experiences. 
• Encourage others to be patient when there are long lines or not enough staff. 
• Smile – sometimes just being nice can make the biggest impact on someone’s day. 
• Shop with stores that you have seen treat their workers well.
• Share stories of retail workers going above and beyond on social media platforms like Jobcase.

Globally, over four in five consumers cite that a company’s credentials in climate change, diversity and inclusion, and ethical business practices heavily influence whether they buy from them or not, confirmed another new study. Click here to read more.