search
Glossy Logo
Glossy Logo
Subscribe Login
  • Glossy+ Member Subscribe Now
  • Glossy+ homepage
  • My account
  • FAQ
  • Newsletters
  • Log out

Offer extended: Get a year of Glossy+ for 35% less. Ends May 30.

  • Beauty
  • Fashion
  • Glossy+
  • Podcasts
  • Events
  • Awards
  • Pop
search
Glossy Logo

Offer extended: Get a year of Glossy+ for 35% less. Ends May 30.

Subscribe Login
  • Glossy+ Member Subscribe Now
  • Glossy+ homepage
  • My account
  • FAQ
  • Newsletters
  • Log out
  • Beauty
  • Fashion
  • Pop
  • Glossy+
  • Events
  • Podcasts
  • Newsletters
  • facebook
  • twitter
  • linkedin
  • instagram
  • email
  • email
Member Exclusive

Glossy Research: 50% of brands have downsized their brick-and-mortar staff this holiday season

  • Facebook
  • Twitter
  • LinkedIn
  • Reddit
By Jill Manoff
Dec 3, 2020
holiday retail

So much for staffing up on seasonal store associates.

According to a November 2020 Glossy and Modern Retail survey of brand workers, in preparation for this holiday season, brands shifted their resources away from stores to investments that better serve online shoppers.

Sales results of Thanksgiving weekend show that doing so was smart: According to National Retail Federation, the number of in-store shoppers on Thanksgiving Day in the U.S. dropped by 55% from last year, and those on Black Friday dropped by 37%. From Thanksgiving Day to Cyber Monday, online-only shoppers increased by 44% year-over-year, to 95.7 million.

Two out of three survey respondents working at brands that have retail stores said they expect holiday revenue earned in-store to be less this year, compared to 2019. Only 7% said the same of their e-commerce sales. That’s no doubt due — at least, in part — to retail closures. Forty-seven percent of participants from brands with stores said they now have fewer store locations than during holiday 2019. However, 29% of participants said their workplace has opened more fulfillment centers for online orders since this time last year.

At the same time, brands have downsized their payroll for store associates. Fifty percent of survey participants from brands with stores said they have less retail staff now, compared to holiday 2019. Where brands have bulked up their staff are in warehouses and fulfillment centers (up 50% year-over-year), as well as in customer service roles outside of the store setting: Forty-eight percent of brands now have more customer service staff, according to survey participants, and only 15% have cut customer service staff. That’s no doubt to the new e-commerce standard of offering virtual stylists, styling appointments and the like.

  • Facebook
  • Twitter
  • LinkedIn
  • Reddit
Related reads
  • Member Exclusive
    Fashion Briefing: Despite market volatility, jewelry brands are investing in new retail stores
  • Member Exclusive
    Luxury Briefing: How a bridal brand is leveraging in-store try-on to drive social media engagement
  • Member Exclusive
    Brands share uncertainty and possible solutions at Glossy’s Tariffs Town Hall
Latest Stories
  • Member Exclusive
    Fashion Briefing: Despite market volatility, jewelry brands are investing in new retail stores
  • The Glossy Beauty Podcast
    Sports agent Jacki Gemelos on beauty’s WNBA sponsorship opportunity, plus industry news
  • Earnings
    Off-price leader TJX sales grow 3%, embraces tariff benefits: ‘We’ll have plenty of merchandise’
logo

Get news and analysis about fashion, beauty and culture delivered to your inbox every morning.

Reach Out
  • Facebook
  • Twitter
  • Linkedin
  • Instagram
  • Threads
  • Email
About Us
  • About Us
  • Masthead
  • Advertise with us
  • Digiday Media
  • Custom
  • FAQ
  • Privacy Policy
  • Terms & Conditions
©2025 Digiday Media. All rights reserved.