2024 Retail Worker Safety Survey
80% of Retail Workers Feel Unsafe While on the Job, New Study Shows
Survey findings from Theatro shed new light on the state of the retail industry as staffing shortages intensify safety threats faced by frontline workers.
Purpose of this Study
Imagine starting your workday knowing there’s a significant chance you’ll face a situation where your safety is at risk. Even worse, you’re all alone on the job and there might not be an easy way to call for help if you need it.
This isn’t the plot of a suspenseful drama; it’s a daily reality for 80% of retail workers across the nation who clock in for their shift knowing they could face danger at any moment–from shoplifting or burglary, to aggressive customers or emergency situations like fire or medical crises. And the pressure is rising: retail labor shortages are making it even harder to maintain a safe environment–with a real impact on personal lives and industry stability.
To understand this retail safety crisis and how retailers can act proactively, Theatro partnered with the third-party survey platform Pollfish to find out the experiences of 600 in-store retail workers aged 18+ in the top 15 metropolitan areas across the United States.
The survey highlights significant concerns for frontline worker safety. Retail workers say they don’t feel safe while on the job and are having to take drastic measures to ensure their personal safety. The impact is rippling across the industry as well as into workers’ personal lives, potentially leading to massive turnover, lawsuits and more.
Theatro’s survey also explored specific safety and security measures within the stores, assessing the strain placed on existing staff to maintain protocols and the perceived effectiveness of technological solutions in compensating for the manpower deficit.
The responses suggest that retailers must respond proactively to maintain stability and protect the future success of their stores by involving frontline employees in identifying solutions and investing in critical technology and security measures. In-store workers play a crucial role in the future of the retail industry, and leaders must step up to ensure their safety and well-being.
“Frontline workers are the backbone of the retail industry, bringing the heart, soul, and connection that transforms customers into loyal brand advocates. This survey exposes the dangers these frontline employees face daily as they work tirelessly to keep our stores safe and secure, and outlines a clear path for what the industry must do to respond,” explained Theatro’s CEO Chris Todd.
Key Findings of the Theatro 2024 Retail Worker Safety Survey
- 80% of in-store workers don’t feel protected by retailers while on the job and are taking drastic measures to ensure their personal safety.
- This industry-wide safety crisis is further intensified by the labor shortage, adding to the instability, stress, and pressure faced by in-store workers. 63% say that staffing shortages have made it harder to keep their stores safe, and an alarming 72% have experienced incidents in which staff couldn’t respond to a threat because their store was understaffed.
- In-store workers are feeling vulnerable and unsupported by retail management as they navigate frontline pressures while seeing glaring gaps in store safety measures. 62% of workers say they feel ill-equipped to deal with difficult situations, and 51% rate their store’s technology as only slightly or moderately effective.
- A majority of in-store workers think their store would be safer if leadership solicited feedback from in-store workers, yet 23% said they hadn’t been involved in any capacity in safety and security planning for their store.
- Retail workers have identified what is becoming the new standard for technology-enabled store safety measures, with 37% spotting the need for discrete emergency alert systems and 31% wanting communication devices with established code works for emergency situations.
- In the face of industry-wide staffing shortages, retailers are facing a potential mass exodus from workers over these safety and staffing concerns. Along with escalating risks as employees contemplate legal action over safety issues, this trend will rise further if left unaddressed. 73% of retail workers are considering leaving their jobs, and 64% would consider suing their employer over a store crime incident.
The Current State of Retail Worker Safety
Retail stores can be a high-stress work environment, and currently, the safety of in-store workers is on shaky ground. Theatro’s survey paints a clear picture: a majority of retail workers are scared every day as they clock in.
Deep cuts in staffing make it tough for them to handle emergencies and safety issues on the job, ramping up the feelings of stress and danger. With frontline workers vulnerable and exposed, it’s no surprise that some might feel the need to take drastic measures–adding to the level of urgency needed for retailers to deploy sustainable solutions for keeping them safe.
80% of retail workers don’t feel protected at work and are having to take drastic measures to maintain their personal safety, such as purchasing personal safety devices (e.g. pepper spray, personal alarm, etc.).
- 63% say that staffing shortages have made it harder to keep their store safe from crime.
Over the past year, 72% have experienced incidents in which staff couldn’t respond to a security or safety threat because their store was understaffed. Even more alarming, 22% said that this scenario occurs frequently.
- 57% reported that witnessing or experiencing crime at their workplace has impacted their personal stress level, with a quarter (25%) saying the impact has been significant.
- 42% of in-store workers saw this stress level rise over the past year, and when asked what issues have contributed to this stress, 33% cited an increase in shoplifting or other in-store crimes, 27% said staffing shortages, 23% said unreasonable customers, and 16% added that they simply don’t feel safe at work.
Frontline Workers Feel Vulnerable and Unsupported by Retail Management
In a world where first impressions are everything, retail workers often serve as the most important face of the brand. Based on our data, the average shopper walking in from the street may encounter a face that reflects fear, vulnerability, and a disconnect with management.
We found that retail workers are frustrated with the lack of support from retail management in addressing safety issues raised by staff, pointing to glaring gaps in training, safety protocols, and technology investment.
- 55% of retail workers think retailers should do more to equip store workers with personal safety tools and technology to help keep them safe.
66% of retail workers aren’t confident about their employer’s investment in tech for workers to request help during a safety crisis.
- 51% of retail workers rate their store’s technology as only “slightly” or “moderately” effective in ensuring worker safety, and 19% said it’s “not effective at all.”
- 40% of retail workers did not received any training over the past year on handling difficult situations (e.g. theft, aggressive customers) that may arise due to being understaffed, and 22% said their training was inadequate–creating a total of 62% of workers who feel ill-equipped to deal with difficult situations.
Retail workers are seeing glaring gaps in store safety measures, with 37% spotting the need for discrete emergency alert systems, 36% wanting more frequent training and safety drills, 33% desiring more security personnel on the floor, and 31% wanting communication devices with established code works for emergency situations.
- With a unique ground-floor perspective, 55% of respondents think their store would be safer if leadership solicited feedback from in-store workers, yet 23% said they haven’t been involved in any capacity in safety and security planning for their store.
Retailers Face a Mass Exodus And Other Risks Over Safety Concerns
A majority of in-store workers said they’re ready to throw in the towel and leave their job, with some even considering legal action in the event of a safety issue–creating the possibility of more legal risks and even greater staffing shortages for employers.
- 73% of in-store workers are considering leaving their job over the next year.
Among those contemplating a departure, 25% attributed it to the combination of safety issues and staffing shortages, 18% said it’s due to safety issues but not staffing shortages, 14% said it’s due to staffing shortages but not safety issues, and 17% said they’re considering leaving their job due to other reasons.
- 64% of retail workers would “definitely” or “probably” consider suing their employer over an injury or safety issue from a store crime incident.
- 73% of retail workers have carried a personal safety device with them during their shift within the past year, with 26% claiming to do so frequently.
- Among those who have carried a personal safety device during their shift, 57% have considered deploying it at work six or more times over the past year due to a safety or crime threat.
- Workers also raised the alarm about a significant impact on their personal wellbeing, with many turning to therapy and medication to cope with increased stress levels–stress that can ultimately impact work performance and retention. When asked about the personal impact from work-related stress, 33% said they’re considering finding a new job specifically due to the personal impact, and others reported seeing a decline in their mental health, physical health, and personal relationships
Frontline Workers Have Identified a Clear Path Forward for Retailers
These survey insights show the raw emotion from retail workers, but their heart and dedication to the customer came through clearly. Workers want tools and solutions that will allow them to provide customers with the best possible experience. Now, it’s time for retailers to listen and learn from these frontline heroes.
Survey respondents provided concrete recommendations, including areas for improving communication, bolstering security, evolving training, and investing in the right technologies. These insights provide guidance for retailers that want to keep stores and workers safe.
When asked about what retailers could do to reduce stress during staffing shortages, suggestions included:
- 46% want retailers to improve in-store communication.
- 43% would like to see enhanced security measures when employees are in the store.
- 40% see the need for better technology to streamline in-store operations.
- 38% want additional training on handling difficult customer situations.
37% said retailers could improve employee recognition and rewards programs.
It’s Time to Take Action
What can retailers do to implement this feedback? Theatro’s CEO Chris Todd shared his advice.
- Training and awareness is key. Invest in training programs that teach employees how to recognize suspicious behavior, handle uncomfortable confrontations, and appropriately respond to emergencies.
- Think about your in-store culture, and find ways to reinforce a culture of awareness and vigilance among employees. Talk frequently about safety, and regularly ask your team what would help them feel more safe.
- When a safety issue occurs, employees need to be able to communicate and respond in the moment. Things can spiral quickly, so an immediate response is needed. Now is a good time to audit your communication solutions, processes, and tools to identify holes.
- Many retailers are turning to solutions like Theatro’s Personal Safety Alert workflow, which allows store team members to use simple code words to send an alert for help, backed by a generative AI-powered virtual assistant to provide instant guidance on how to respond to the safety crisis while extra support is on the way.
Chris concluded, “Ensuring employees feel safe, valued, and protected is not just a moral obligation; it’s a business imperative that drives customer satisfaction and loyalty. It’s incumbent upon retailers to address these critical issues immediately and invest in the worker–and by extension, invest in the organization’s long-term success.”
Survey Methodology
Theatro used the third-party survey platform Pollfish to conduct an online retail worker safety survey of 600 in-store retail workers aged 18+ in the top 15 metropolitan areas across the United States on March 23-24, 2024. Researchers reviewed all responses for quality control.
