Smiles of respect light up the UK this Black Friday in Retail Trust campaign focused on store worker abuse
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 store workers, members of the public and industry leaders will appear across high streets, shopping centres and landmark sites, including Flannels’ flagship Oxford Street store, Piccadilly Lights and Heathrow Airport, in support of the charity’s call to restore humanity to the high street this Christmas, starting with simple gestures of respect like a hello, thank you or a smile.
Research by the Retail Trust shows that 77% of store staff have experienced intimidating behaviour in the last year and a quarter were physically assaulted. 43% said they are being abused or attacked every week, a rise of 10% on 2024, when 33% stated they were experiencing weekly verbal or physical assaults.
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 upload their own smiles of respect at retailtrust.org.uk/respect and share them on social media using #RespectRetail. Shared smiles will appear on the screen at Piccadilly Circus on Wednesday 17th December.
Chris Brook-Carter, Chief Executive at the Retail Trust, says: “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, says: “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 a 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, says: “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 at bp, says: “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.”
Derek Manns, Head of Commercialisation at Landsec, says: “Retail workers are the heartbeat of our industry, keeping shops, restaurants and experiences running day in, day out. They contribute so much, both to their local communities and the success of our places.”
“We’re using Piccadilly Lights to amplify the Retail Trust’s message of kindness and respect for retail workers because we have a responsibility to support and protect the thousands of people who work in our centres. In doing so, we're reflecting what this landmark has always stood for: connection, community and the power of unrivalled visibility to inspire change."
2025 RTIH INNOVATION AWARDS
Physical stores were a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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