Study: retail associates are your most powerful influencers during Black Friday and holidays



Results show investing in retail employees helps build more impactful influencers during peak sales events

Black Friday and the weeks that follow comprise undoubtedly the biggest shopping season of the year, and with it, top brands and retailers are investing in marketing strategies that will help them reach their sales goals. With the rise of influencers on social media, many will be embracing influencer marketing to reach those holiday goals, but only the best are learning to invest in their most impactful influencers: retail sales associates. After all, it’s sales associates who guide people through the last and most crucial part of their buying journey — deciding what to buy.

For instance, with #optoutside, REI is winning not only consumer buzz, but also appreciation from its staff who have been given time to spend outdoors and with their families. Similarly, Wal-Mart’s recent investment in wages is already paying back in efficiency and bottom line. Still, a majority of stores remain open for business.

Experticity recently polled nearly 500 US-based retail sales associates from its expert community to find out how the choices retailers make impact their employees as “influencers.” The results show that 94% of retail associates have conversations outside of work to discuss the products offered in their stores during the holidays. Additionally, the survey shows that if retailers were to give employees Thanksgiving Day and Black Friday off, employees would be more likely to be loyal to the store and recommend its products.

When they do work Black Friday, here are their top complaints

59% of associates say messy shoppers are their biggest complaint while working during the holidays.

48% of associates have been yelled at by a customer.

Nearly one in five associates (17%) say they have been pushed around by a customer or watched someone else get hurt by a customer (or group of customers).      

Additional findings

71% of associates say they are treated the same and/or worse by shoppers during the holiday season.

Almost one in four associates (22%) say they are treated better during the holidays.

44% of associates feel they are more knowledgeable than their managers about the products sold in their store.

Nearly half of associates say their holiday retail experience would improve if they were paid more during the holidays, and 22% say hiring more workers would improve their overall well-being.

About Experticity

Experticity ( has built the world’s largest community of influential experts, connecting them with the world’s top brands to create a new breed of “influencer” marketing — one that is not built on paid reach but on trust. Experticity’s community of more than one million experts is comprised of industry professionals, category opinion leaders, online influencers and passionate retail sales associates who are actively sought out for trusted recommendations on what to buy. To learn more about Experticity and how its rapidly growing community of brands and experts is making the buying journey better for consumers, visit

More news:

  1. Election To Screw Up Retail Sales Says Survey
  2. Bizfi Originates $127M+ in Financing to Small Businesses across the U.S. in Q3 2016
  3. Wyzerr Named Winner of CART Retail Innovation Pitch Event
  4. How To Tap Into Future Singles Day Sales
  5. Hathway Launches Mobile Application for The Coffee Bean & Tea Leaf®
  6. Adyen adds WeChat Pay to its platform globally
  7. ShopAdvisor and Mobee to Make Retail Hyperlocal Proximity Marketing More Effective
  8. What Marketers Should Know About Black Friday And Cyber Monday