The Smile Free Survey: The Most Welcoming Supermarkets For Unmasked Shoppers Ranked

Following the imposition of mask mandates in summer 2020, supermarket shoppers without face coverings – even those with disabilities and valid medical exemptions – have often suffered harassment and intimidation from security guards and in-store staff.

On the 19^th July 2021, the legal requirement to wear a mask in retail outlets was lifted in England (though not in Scotland, Wales or Northern Ireland). How have the various supermarket chains responded to this relaxation of restrictions? Are the supermarkets now more respectful and welcoming of those shoppers who choose not to wear a face covering?

To answer these questions, the Smile Free campaign conducted a survey between 19th July and the 25th August in which respondents were invited to share their experiences of supermarkets they had visited by rating how ‘welcoming,’ ‘neutral’ or ‘unwelcoming’ each of the major supermarket chains had been of customers who opt not to wear a face covering when shopping in store. There were 525 responses in total.

The overall results were encouraging, with 83% of responses indicating that people’s experiences of supermarkets since England’s ‘freedom day’ had been welcoming or neutral. It seems likely that in-store attitudes to the unmasked have improved since the relaxation of restrictions. Some participants in the survey expressed pleasure at seeing more unmasked staff as compared to earlier in the summer, valuing the opportunity to enjoy ‘unfettered conversation with the check-out girl’ and to now being able ‘to communicate properly again’.  

However, there were clear differences between supermarket chains.

The most popular among the survey respondents was Lidl, the German-owned discount retailer, with 64% of unmasked customers rating them as ‘welcoming’ and only 6% ‘unwelcoming’.

The other chains that were judged favourably were the Co-op and Aldi (with ‘welcoming’ judgments of 52% and 51% respectively, and only 10% finding them ‘unwelcoming’) and M&S (46% ‘welcoming’, 16% ‘unwelcoming).

In addition to the pleasing sight of many staff with their faces uncovered, some respondents also appreciated in-store announcements reminding customers to be respectful to people not wearing a mask as they may have a hidden disability. Also valued was a sign outside M&S stores stating, ‘Face coverings, Your choice’ – a sentiment that resonates with the Smile Free campaign.   

The least friendly supermarket retailer, according to the survey, was Tesco who were the only major chain judged unwelcoming overall, with a ‘welcoming’ score lower than the ‘unwelcoming’ score (23% and 25% respectively).

Other supermarkets performing relatively poorly included Morrisons, Sainsbury’s and ASDA. Thus the overall rankings from most to least welcoming were as follows:

1. Lidl
2. Co-op
3. Aldi
4. Marks & Spencer
5. Asda
6. Sainsburys
7. Morrisons
8. Waitrose
9. Tesco

In-store factors contributing to lower ratings included repeated tannoy announcements to ‘Be safe, wear a mask’ and ‘Wearing a mask is a choice, but please wear one to protect our staff’ – the latter being an example of a psychological ‘nudge’ to promote compliance by equating mask wearing with virtue. 

Of course, this small survey can only provide an initial snapshot of current attitudes towards unmasked shoppers in our supermarkets. Furthermore, it is likely that in-store approaches to customers who exercise their rights not to wear a face covering will differ significantly from branch to branch of the same supermarket chain, the warmth of the welcome being influenced by the views of local managers.

Nonetheless, it is hoped the survey will raise the profile of this important issue and encourage our supermarkets to continue to work hard to ensure that shoppers without masks do not feel harassed and victimised.