Aggressive Customer Behaviors Grow—Companies React

What’s behind the rise in aggressive customers? How are these incidents affecting workers? What are employers doing to protect their employees?

Customer violence has become so prevalent in US retail stores and restaurants that workers are quitting in record numbers. Not only is this bad for companies, but it can have lasting effects on employees’ mental health.

Here’s what’s causing the increase in customer aggression and what companies and states are doing about it.

Violence Against Employees Grows

Federal workplace safety regulator, OSHA, defines workplace violence as “any act or threat of physical violence, harassment, intimidation, or other threatening disruptive behavior that occurs at the work site.”

This broad definition encompasses a range of aggressive customer behaviors that have become increasingly common in retail and food service environments. A 2022 New York Times analysis of FBI data found that violent attacks in retail settings are rising faster than the national average for workplace assaults. Workers face verbal abuse and intimidation, physical assaults, and armed confrontations—particularly when dealing with shoplifters, enforcing store policies, or addressing complaints about prices or service.

Impact of Aggressive Customers

Customer abuse can take a severe psychological toll on workers, some of whom say they feel constant anxiety about their safety. A 2021 study found that 60% of food service workers experienced emotional abuse from customers, with 78% reporting declining mental health from these interactions.

Customer abuse has also contributed to unprecedented turnover rates and labor shortages: Part-time retail worker turnover jumped to 95% during the pandemic—up from 75% before 2020—and has remained at that level, leading to chronically understaffed stores. In 2023, retail workers quit at a rate more than 70% higher than workers in other US industries.

Causes of Customer Violence

Several factors have contributed to the surge in customer aggression.

• Growing customer entitlement. Post World War II retailers adopted increasingly permissive, customer-centric policies to attract shoppers.
• Covid-19. The pandemic created new flashpoints for customer violence when retail workers became responsible for enforcing Covid-19 safety measures, with 80% reporting hostile encounters over mask requirements.
• Political divisions. Retail workers increasingly face hostility over controversial social issues—like Target employees receiving threats from customers angry about LGBTQ Pride merchandise.
• Economic pressures. Rising prices due to inflation have triggered customer aggression in recent years, with fast-food workers reporting increased harassment when informing customers about even minor cost increases.
• Seasonal stress. The holiday shopping season often intensifies customer hostility, as shoppers frustrated by long hours, crowds, and out-of-stock merchandise direct their anxiety at retail workers. 

Company and State Responses

Companies have tried various approaches to protect employees. While many provide de-escalation training to help workers respond to hostile customers. Some businesses have rejected decades of “the customer is always right” philosophy, posting “Be Kind or Leave” signs and using social media to publicly condemn abuse of their workers. Major retailers including Gap, H&M, and American Eagle, have joined together on campaigns asking customers to support workers facing harassment from other shoppers. Yet customer violence has continued to rise.

With traditional approaches to deterring customer abuse proving insufficient, some retailers are exploring new solutions. For example, Walmart and TJX Companies are testing body-worn cameras on employees in hopes of curbing hostile customer behavior. But some workers worry the cameras could escalate tensions with already agitated customers.

This push for more robust safety measures has begun to influence policy. States like California and New York have enacted laws requiring retailers to implement violence prevention policies. Experts say it’s just a matter of time before more states follow suit.

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