More than one fifth (21%) of retail employees directly experience abusive or inappropriate behaviour and language from the public weekly, according to research commissioned by three leading retailers.
However, the research also found that most interactions with customers are positive, with some 83% of staff highlighting that most shoppers are kind and respectful.
Circle K Ireland, Maxol and MrPRICE Branded Bargains commissioned the survey of 500 employees, conducted by 3Gem Research & Insights in December 2024 and January 2025.
The research into types of behaviour that retail employees experience forms part of Kindness Week, a campaign to raise awareness of the mistreatment of retail staff while celebrating them and thanking customers who are kind and respectful.
Circle K first launched Kindness Week two years ago, and this year the initiative has extended to a week-long campaign with other retailers, to encourage shoppers to treat staff with respect.
Statistics
Over two thirds (68%) of Irish retail workers report experiencing abusive or inappropriate language or behaviour from customers while at work.
The research also highlighted a higher rate of abuse towards female staff members – of the 500 staff members surveyed, 75% of female respondents reported this behaviour, compared to 60% of their male counterparts.
Of the abuse endured, staff reported that 35% of it was violent, aggressive or threatening in nature, while 22% said that it took the form of discriminatory language.
Additionally, some 74% of staff reported seeing a colleague experience abusive or inappropriate behaviour from customers.
Some 78% of younger staff (18- to 24-year-olds) surveyed reported experiences of this behaviour most – well below the 28% of staff aged over 55 who reported the same experiences.
Common types of unacceptable behaviour included foul language (76%), discriminatory language (38%), violent, aggressive or threatening behaviour (39%), and physical contact (12%).
For those who witnessed these behaviours, they reported that 31% of it regarded race or ethnicity, 27% gender, 22% age, 15% sexual orientation, and 15% religion.
While unacceptable customer behaviour is a significant issue that can impact people working in Ireland’s retail sector – an industry that employs over 370,000 people – some 86% of workers felt that they were supported by their employer if they experienced abusive or inappropriate language or behaviour from a member of the public.
‘The Start Of Something Bigger’
Speaking about the Kindness Week initiative, the managing director of Circle K Ireland, Ciara Foxton, said, “Our people are at the heart of everything we do in Circle K, and their safety is our number-one priority.
“In recent years, we have seen an increase in unacceptable behaviour towards our teams, which promoted Circle K Europe to launch [the] Kindness Day initiative two years ago.
“We are now proud to stand alongside Maxol and MrPRICE Branded Bargains to highlight this important issue in [the] week-long Kindness Week campaign.
“We also use Kindness Week to acknowledge and thank the majority of our loyal customers who treat our teams with kindness and respect.
“It is also a great opportunity to celebrate our outstanding teams, who serve our loyal customers each and every day.”
Foxton added, “I believe this is the start of something bigger, and I hope more retailers can join the campaign next year.
“It is important retailers work together to create a kinder environment for Irish retail workers.”
‘Kindness Costs Nothing, But Means Everything’
Maxol CEO Brian Donaldson said, “At Maxol, we are proud to stand alongside our fellow retailers in supporting Kindness Week.
“Our dedicated teams work tirelessly to serve communities across Ireland, and they deserve to be treated with respect.
“We call on everyone to show appreciation for those in the retail industry because kindness costs nothing, but means everything.”
Edel McSorley, the operations director with MrPRICE Branded Bargains, added, “This Kindness Week, we’re joining forces with retailers across the sector to highlight the importance of treating retail staff with respect and kindness.
“Let’s continue to build a culture of kindness together, where everyone feels valued and appreciated.”
The director of Retail Ireland, Arnold Dillon, said of the campaign, “Any level of harassment toward retail staff is an enormous concern.
“The survey highlighted some very serious issues, including incidents of physical assault and verbal abuse, that retail workers had to contend with.
“The consequences for staff are very real, including mental health issues, burnout, and increased absence.
“It is crucial that everything is done to make the sector an attractive place to work.
“Business, government, and all of us individually have a part to play in supporting retail employees and together addressing the problem.”
