Abusive language or behaviour remains a regular reality for 70% of Irish retail workers

Kindness Week 2026 research by Circle K, Maxol and MrPRICE Branded Bargains, supported by Retail Ireland, highlights both the positivity shown by most customers and the ongoing challenge of abusive behaviour in Irish retail

• 70% of retail workers have personally experienced abusive language or behaviour from customers while working, with one in three of those experiencing incidents at least once a week
• 83% of retail workers say the vast majority of customers are kind and respectful, estimating that more than three quarters of customers are consistently courteous in store.
• Foul language (69%) and verbal abuse (67%) remain the most common forms of abuse experienced by retail workers, with over a quarter of those affected (28%) also reporting violent, aggressive or threatening behaviour. Discriminatory abuse remains a significant concern, particularly in relation to race or ethnicity (36%), gender or sex (34%) and age (28%), with incidents linked to gender or sex continuing to increase year on year.
• 86% believe they or their colleagues would be supported by their employer if they experience abusive behaviour.
• Kindness Week campaign, led by Circle K, Maxol and MrPRICE Branded Bargains, was created to encourage the public to consider the impact their behaviour can have on retail employees and to thank customers who are kind and respectful.

While over eight in ten retail workers (83%) say the vast majority of customers treat them with kindness and respect, new research shows that abuse from a small minority remains a regular reality across Ireland’s retail sector, with seven in ten workers (70%) reporting they have personally experienced abusive language or behaviour from customers.

The findings form part of new research commissioned for Kindness Week, led by Circle K, Maxol and MrPRICE Branded Bargains, supported by Retail Ireland, a campaign designed to raise awareness of the issue of mistreatment of staff in retail but to also celebrate retail staff and say thank you to customers who are kind and respectful. Kindness Week 2026 begins today, Monday January 26^th and will run until this Sunday February 1^st.

The research shows that one in three retail workers who have experienced abusive behaviour from customers say it occurs at least once a week. However, retail workers continue to report that customer interactions are overwhelmingly positive overall, estimating that more than three quarters (76%) of customers are consistently kind and courteous in store.

Foul language and verbal abuse remain the most common forms of abuse experienced by retail workers, reported by 69% and 67% of those affected respectively. More serious behaviour is also a concern, with more than a quarter (28%) of those who have experienced abuse saying it involved violent, aggressive or threatening behaviour, although this represents a notable decrease from 35% last year.

Around a third say the abuse of their colleagues was targeted at race or ethnicity (36%) or gender or sex (34%), with incidents linked to gender or sex showing an increase compared to last year (27%). Inappropriate language or behaviour relating to age was also observed by more than a quarter of retail workers (28%) who had witnessed their colleagues receive abuse.

While two in three believe abusive or inappropriate behaviour has changed over the past 12 months, over a third (37%) reported that harassment has increased during that time, while 27% believe behaviour has improved.

There is also a clear split in opinion on whether customers understand the impact of their behaviour. Half of retail workers (50%) believe customers do understand the effect abusive behaviour can have on staff, while a slightly similar proportion (49%) feel customers do not fully appreciate the consequences of their actions.

This year’s research highlights distinct patterns around when abusive or inappropriate behaviour is most likely to occur. Almost a quarter of retail workers (24%) say such incidents are more common between 5pm and 8pm, with a further 22% reporting they are most likely to occur between 8pm and 10pm. By contrast, far fewer workers associate these behaviours with earlier in the day, with just 4% saying incidents are more common before 9am and 8% between 9am and 12pm.

Retail workers also associate abusive behaviour with periods of increased pressure in store. Almost a third (32%) say incidents are more likely to occur during busy periods, while 31% report weekends as a more likely time. More than a quarter (28%) say abusive or inappropriate behaviour is common during the busy lead-in to Christmas.

While unacceptable customer behaviour continues to present a serious challenge for Ireland’s retail sector, which employs more than 370,000** people nationwide, there is strong confidence among workers that they would not face such incidents alone, with 86% believing they would be supported by their employer if they experienced abusive or inappropriate behaviour from a member of the public.

By highlighting both the scale of the issue and the positive behaviour shown by most customers, the campaign aims to reinforce a culture where kindness is the norm, abusive behaviour is challenged, and retail workers feel supported and valued in their roles.

Speaking about the Kindness Week initiative, Ciara Foxton, Managing Director of Circle K Ireland, said “Our people are at the heart of everything we do at Circle K, and their safety and wellbeing are our top priority. While most customer interactions are positive, unacceptable behaviour towards retail staff remains an issue, which is why Circle K first launched the Kindness initiative in 2023 and continues to champion Kindness Week today.

“Kindness Week is an opportunity not only to raise awareness of the challenges our teams face, but also to thank the many customers who treat our staff with kindness and respect, and to recognise the dedication of our teams who serve communities across Ireland every day.

“We are proud to stand alongside Maxol and MrPRICE Branded Bargains, with the support of Retail Ireland, and we welcome the positive engagement we have had with Government on this initiative, including with Minister of State for Retail Business, Alan Dillon TD. Creating safer and more respectful retail environments is a shared responsibility, and we believe this campaign plays an important role in driving positive change across the sector.”

Maxol CEO, Brian Donaldson added, “At Maxol, we are proud to stand alongside our fellow retailers in supporting Kindness Week and promoting a culture of respect across the sector. Our teams work hard every day to serve communities throughout Ireland, and they deserve to feel safe, valued and respected in their workplace.

“While the vast majority of our customers continue to engage with kindness and courtesy, this campaign serves as an important reminder that respect should always be the standard. We want to thank our teams for their dedication and professionalism, and our loyal customers for the patience and kindness they show. Kindness costs nothing, but it makes a lasting difference.”

Edel McSorley, Operations Director with MrPRICE Branded Bargains said, “This Kindness Week, we are proud to join retailers across the sector in highlighting the importance of treating retail staff with kindness and respect. While most customers are thoughtful and supportive, this campaign is a reminder that even small acts of patience and courtesy can make a meaningful difference.

“To our teams, thank you for your dedication, professionalism and the exceptional service you provide every day. You are at the heart of what we do, and together we can continue to build a culture where everyone feels valued and respected.”

Arnold Dillon, Director of Retail Ireland said, “Any level of harassment towards retail staff is deeply concerning. The findings highlight serious issues, including verbal abuse and incidents of physical assault, which many retail workers continue to face. The impact on staff is significant, contributing to mental health challenges, burnout and increased absenteeism.

“It is essential that the retail sector remains an attractive and safe place to work, and achieving this requires a shared effort. Business, Government and the wider public all have a role to play in supporting retail employees and addressing this issue together.”