Reaching retail workers before the holiday rush

As the holiday shopping season approaches – with many shoppers already getting started this summer – retailers are bracing for one of the busiest times of the year. 

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.

Turnover Is Still a Major Challenge

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!

Why “Traditional” Communication Isn’t Cutting It

Retail teams are mobile by nature. They aren’t sitting at desks or checking emails between tasks. And then often don’t have access to company devices or HR portals during their shifts. Relying on breakroom posters or end-of-shift meetings also isn’t cutting it.

What takes shape is a frustrating disconnect. Leadership might feel like they’re sharing key updates about benefits, safety protocols, incentives, or recognition programs, but those messages never even make it to the floor. As a result, employees are left feeling like they're in the dark, which can create disengagement and distrust.

In fact, a staggering 91% of frontline workers reported that they were dissatisfied with how company updates and benefits communications were shared. Perhaps even more surprising? Nearly half of frontline employees don’t know who their CEO is. During busy times like the holiday rush, this disconnect is no doubt even more pronounced.

Mobile Tools Meet Employees Where They Are

To meet employees where they are, more retailers are adopting mobile-first approaches to communication and engagement. These tools allow managers to push real-time updates, recognize great work instantaneously, and allow employees to access information when and where it’s convenient for them.

Mobile recognition has seen widespread adoption. Whether it’s a shoutout for going above and beyond or a peer-nominated award, real-time recognition can boost employee engagement by up to 26%.

Mobile access also democratizes communications. Instead of top-down announcements filtered through the chain of command, every team member gets the same information at the same time. This can make all the difference during fast-paced, seasonal shifts when policy changes, promotions, or corporate updates can happen quickly.

Understanding Recognition Isn’t Just About Rewards

In high-pressure retail environments, small moments of recognition can go a long way. What’s more? It doesn’t need to involve bonuses or gifts. Oftentimes, a public thank you or an on-the-spot kudos can mean much more.

Ninety percent of HR professionals said that an effective recognition program improves business results, and 91% believe it has a positive effect on retention. Yet many employers still focus on annual awards or performance reviews, missing the little opportunities for more frequent and more meaningful touchpoints.

This type of recognition is especially important during busy periods like holiday shopping season when stress, fatigue, and burnout can undermine morale. A simple thank you from a store manager or regional leader can be a powerful motivator and make one company stand out from all the others than employee may be thinking of jumping to. Finally, a focus on what is working helps the employees, but can also reduce the stress of long-suffering leaders.

Expand Communication Channels with Purpose

To truly reach and engage retail staff, companies need to rethink not just what they say, but how and where they say it. Consider a mix of mediums:

• Mobile apps for quick and personalized updates;
• SMS alerts for timely reminders;
• Breakroom screens that showcase achievements;
• Recognition moments that kick-off shift huddles;
• Channels for peer-to-peer shoutouts that build team culture; and
• Short-form video messages from leadership

The key is consistency without overload. Messages should be short, actionable, and timely. And when it comes to topics like benefits or wellness support, don’t assume that one channel is enough. Use multiple touchpoints to reinforce the message.

Get Ahead of the Holiday Rush

The best time to start engaging your frontline workforce isn’t during Black Friday, it’s now. Ensure the culture is one that new people want to join and that existing employees will refer others to.

Set the tone before the chaos of the holiday season begins:

• Audit your communication channels – Are they reaching everyone?
• Launch or refresh your recognition program – Is it real-time, mobile-friendly, and inclusive?
• Clarify benefits and seasonal perks – Can employees easily access this information on their phones or off-hours?
• Empower managers – Do they have the tools they need to support their teams and are they given the time to use them?

Retail leaders often invest heavily in advertising, inventory, and staffing leading up to the holidays. But the biggest ROI might come from investing in your people. Frontline staff are your brand ambassadors, and the better connected they are, the better customer experiences they will deliver.

In a labor market where loyalty is hard to win and easy to lose, meaningful engagement is critical.