A recent university study finds frontline workers, such as cashiers and retail clerks, prefer free meals and events — including happy hours or company picnics — as wellness perks over health benefits and gym memberships.
The study from professors at the University of South Florida explored the effectiveness of wellness programs in motivating frontline employees, including:
Feelings of being valued.
Sense of indebtedness to the organization.
Customer responsiveness.
Researchers said such programs can inspire workers to provide better customer service.
The research, published in the Journal of Marketing Research, showed that food had the most impact, followed by social gatherings. Mindfulness activities, such as having a meditation room, also showed positive consequences. Physical and health wellness benefits, such as a flu-shot drive or a gym membership, saw the least impact.
“The recommendations for any business, small or large, is when you’re having these wellness programs, the ones that foster nourishment and connection have stronger downstream effects on customer-related positive effect,” said Dipayan Biswas, a marketing professor at the University of South Florida and co-author of the study.
The study arrives as nearly 85% of large U.S. employers now offer wellness programs, and several studies show retail workers enduring high stress levels due to understaffing, inflexible scheduling, long hours, the mental strain of customer interactions, and other factors. UKG found that 76% of frontline employees reported feeling burned out at work in 2025.
A Wellhub survey of 1,500 CEOs found 82% believed their programs deliver a positive ROI. Productivity tops the list of CEO priorities, with 56% citing it as the main driver of wellness investment. Yet the benefits extend further: 67% reported fewer sick days, 80% said wellness helps attract talent, and 73% linked it to stronger retention. Wellness is also credited with boosting brand reputation (76%), and reducing health care costs (68%).
Gym subsidies remained the most common fitness benefit (53%), followed by onsite fitness (39%) and outdoor options (39%). But personalization is increasingly key. One-third of employers (33%) now offer wearables, apps, gamified challenges, or wellness aggregator platforms that allow employees to tailor their experience.
Mental health support is widespread, with 51% of organizations providing counseling services. Paid mental health days (45%), stress workshops (40%), and employee assistance programs (39%) were also common.
Retail Wellness Programs Can Focus on Both Concrete and More Abstract Goals for Frontline Workers
Larry Chapman — founder of the Chapman Institute, a provider of wellness training and certification — in a blog entry suggests retailers address the physical demands of working retail in their wellness pushes, including placing anti-fatigue mats in checkout areas to reduce the strain on employees’ legs and back, alternating tasks to prevent repetitive strain injuries, and encouraging micro-breaks to stretch and move.
He likewise cites the benefits of mindfulness workshops, confidential counseling services, and creating dedicated spaces for employees to unwind during breaks. Chapman also suggests peer-to-peer recognition programs, enhanced training to help associates better tackle challenging situations, and more flexible scheduling can all play a role in bolstering a store’s staff wellbeing.
