It’s that time of year again. Shops are decked out in Christmas decorations and Mariah Carey’s All I Want for Christmas Is You is playing on repeat across shopping centres.

Whether Christmas shopping fills Australians with joy or dread, it’s one of the most important trading periods for retailers, with the Australian Retail Council noting some discretionary retailers generate up to two-thirds of their annual profits during the season. 

For retailers, the preparation extends well beyond stocking shelves and creating festive displays. Employees need to be trained and ready to assist customers, while rosters must account for increased foot traffic, extended trading hours and the influx of seasonal staff.

Yet new research conducted by YouGov for Elmo Software suggests the in-store experience is often falling short. In a survey of more than 1000 Australians, 72 per cent of shoppers said they had been unable to find a staff member when they needed assistance while Christmas shopping, with more than half (54 per cent) experiencing this on multiple occasions.

With shoppers able to research and compare products online before entering a store, ensuring staff have the knowledge and confidence to provide useful advice is more important than ever. However, Elmo’s research suggests there’s room for improvement. Sixty-nine per cent of shoppers reported being served by someone who appeared new or not properly trained while Christmas shopping, with 45 per cent saying it has happened more than once.

These situations can be frustrating for customers, but they can also place considerable pressure on employees, particularly those still finding their feet.

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