HappyOrNot report flags key CX trends for 2025, including happiest and least happy times for shoppers

HappyOrNot, a specialist in customer feedback solutions and creators of those smiley faced feedback buttons you have definitely seen in stores, airports and public spaces, has released a report based on over 57 million feedback points collected from across the globe throughout 2024, offering analysis on customer satisfaction, retail performance, emerging technologies and industry trends.

Key findings:

Happiest time for customers: 7 - 8am

Least happy time: 6 - 8pm

Happiest days of the week: Tuesday and Wednesday

Least happy day: Sunday

Top customer challenges:

1. Prices

2. Checkout processes

3. Product availability

Regional trends and peak season highlights

North America: CX scores dip to their lowest in Q3 (91.8%) but recover swiftly in Q4, reaching

92.5%, the highest quarterly score of the year. Shopper traffic remains steady, making Q4

a critical period for retailers to excel through improved staffing, planning, and in-store execution.

Europe: CX satisfaction drops to its lowest point of the year in Q3 (90.8%) but recovers in Q4 to

92.1%, despite declining traffic levels. This demonstrates that even in challenging markets, aligning execution with demand can help retailers regain momentum and drive customer satisfaction.

HappyOrNot says that the data underscores the importance of adapting to local market dynamics and leveraging peak season opportunities to enhance customer engagement and operational performance.

2025 RTIH INNOVATION AWARDS

Customer experience initiatives will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which will open for entries in April, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.