Deputy -Thank You, Next

In the bustling atmosphere of the Christmas season, the retail sector in the United Kingdom experiences a remarkable transformation. This period, while brimming with festive cheer for many, presents a unique set of challenges for retail workers. Spearheaded by Jon Wilson, the head of Deputy in the UK, a significant campaign has been launched to illuminate these challenges and propose a culture of kindness as a remedy. This case study delves into the campaign’s nuances, emphasising the crucial role of politeness and gratitude in retail workplaces during the festive season.


Christmas in the UK is synonymous with increased shopping activities, leading to extended hours and heightened workloads for retail staff. Data from Deputy, a leading shift work management platform, underscores this trend with a striking statistic: a 28% increase in hours worked by British retail employees in December compared to the average month from January to November. This surge not only places a physical toll on workers but also impacts their mental well-being, emphasizing the need for considerate treatment from customers and fair workplace practices from employers.

The Campaign

Jon Wilson’s campaign, underpinned by Deputy’s comprehensive analysis of over 340,000 workplaces globally, aims to highlight the transformative power of politeness and gratitude in the retail sector. It seeks to create a “Ripple of Happiness” by advocating for the “Hyper-Dyadic Effect” — the phenomenon whereby positive interactions between customers and workers enhance the mood and satisfaction of both parties. The campaign’s focus on the simple acts of saying “please” and “thank you” serves as a reminder of the fundamental human values often overlooked in the hustle and bustle of holiday shopping.

Challenges and Impact

Retail workers, during the Christmas season, navigate a labyrinth of challenges — from managing a significant uptick in customer interactions to dealing with the physical demands of longer shifts. The campaign sheds light on these issues, drawing from Deputy’s State of Shift Work report, which collates responses from 3,809 shift workers across the UK, US, Australia, and New Zealand. The findings reveal a clear need for supportive measures, including fair compensation, mindful scheduling, and the fostering of a respectful work environment.

Media Engagement and Public Response

The initiative has garnered considerable media attention, highlighting the critical role of media in shaping public perceptions and behaviours. Coverage by national broadcasters like BBC Humberside and specialised outlets underscores the campaign’s broad relevance and its potential to influence consumer behaviour positively.

Solutions and Strategies

The campaign does not merely diagnose problems but also proposes solutions. It calls for employers to adopt more empathetic scheduling practices, ensure fair compensation, and promote a culture of respect and appreciation within the workplace. Furthermore, it encourages customers to recognise the human aspect of their retail interactions, advocating for a shift towards more courteous behaviour, especially during the high-pressure Christmas period.


Jon Wilson’s initiative serves as a poignant reminder of the importance of kindness and appreciation in the fast-paced retail environment of the Christmas season. By spotlighting the challenges faced by retail workers and promoting a culture of politeness, the campaign aims to enhance the work environment for employees and, by extension, improve the shopping experience for all. This case study not only reflects on the campaign’s immediate impact but also considers its implications for long-term changes in the retail sector, emphasising the need for a sustained commitment to the well-being of retail workers year-round.