Smiles of respect

Every day, three million people power retail - from shop floors to delivery vans, stockrooms to call centres. They keep Britain moving, serving 30 million of us every single day. 

But something has changed. 

Over the past three years, we’ve seen an escalating crisis: 

• 77% of shop workers have been verbally abused. 
• 23% have been physically assaulted. 
• Nearly half face abuse every week. 

Behind those numbers are real people - colleagues, parents, neighbours - who’ve been shouted at, spat at, pushed and filmed without consent to be mocked online. 

Let’s Respect Retail is a national movement to bring humanity back to the high street. It starts with something small, but powerful. 

A smile.

That’s why we’re sharing our gallery of smiles. These smiles were shared with us, and now it’s time to share them back with the industry.

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A smile costs nothing, but it changes everything.

When you smile, your brain releases feel-good chemicals such as dopamine and serotonin, easing stress and lifting your mood. And because smiles are contagious, seeing one makes someone else more likely to smile too.

It’s not just kindness, it’s connection.

A visible act of respect that reminds us to see one another. One smile can spark a thousand more.

Every act of respect matters. Whether you’re in a supermarket queue, behind a counter, or shopping online, you can help change the story. 

1. Pause before you react. 

Remember there’s a person behind the uniform. 

2. Acknowledge the human. 

Make eye contact. Say thank you. Smile. These small acts restore dignity. 

3. Be an ally for respect. 

If you see someone being treated unfairly, show kindness or step in safely. 

4. Join the movement.

Follow the Retail Trust social channels and sign up to our newsletter to find out what’s next #LetsRespectRetail #RespectRetail.

5. Donate to support

Your support funds the work of the Retail Trust and helps us make retail a happier place to work.

Together, we can make shopping human again - one interaction, one gesture, one smile at a time.

Donate now