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Deputy Launches Global Gratitude Movement: #ASimpleThanks for One Million Shift Workers

Deputy Launches Global Gratitude Movement: #ASimpleThanks for One Million Shift Workers

After Black Friday and before Cyber Monday, we are celebrating the second annual Shift Worker Sunday.

  • Retail workers put in an average 26% more hours over Black Friday weekend 
  • 46% of shift workers say that being valued and recognised for their contribution results in more positive working environment
  • If someone says thank you to 28 people and they pass it on,  it could reach almost 22k people – a ripple effect, known as the hyper-dyadic effect
  • #ASimpleThanks is an initiative launched to show gratitude for retail workers over Black Friday weekend and spread cheer
  • Happiness Doctor, Dr Andy Cope, is supporting the initiative

LONDON, 20th NOVEMBER 2023 - Last year retail workers put in 24% more hours on Black Friday, 24% more on Saturday, and 29% more on Cyber Monday, compared to an average Friday, Saturday and Monday across the year. 

The impacts of shift work are well-documented. 24% of workers report negative health implications because of their shift work, with 23% expressing frustration with unpredictable schedules. 24% of workers also don’t think that they are paid fairly for their work, according to data from Deputy, the leading shift work management platform.

Over a third (36%) of workers report that it has become harder to take time off, and 37% state that their work/life balance has suffered as a result. This is further compounded by the fact that most (51%) do not think about their paid annual leave. This lack of attention to holidays can lead to burnout and dissatisfaction among workers. 

Despite all of this, 80% of UK shift workers say they love or enjoy their job, with 40% particularly enjoying the interaction with customers. 

Furthermore, 46% of shift workers in the UK said that simply being valued and recognised for their contribution would result in more positive working conditions overall, according to Deputy’s 2023 State of Shift Work Survey.

Shift Worker Sunday (26 November 2023) is an international annual day to celebrate shift workers. This is being celebrated this year with a global gratitude initiative #ASimpleThanks, to remind shoppers to appreciate retail workers simply by saying thank you.

“Shift workers are behind those daily moments that make our communities thrive, but they often get taken for granted and many feel under-appreciated for the work they do,” says Deputy SVP Jon Wilson.

“Gratitude isn't just a kind gesture; it has tangible benefits for individuals and wider communities. When we acknowledge the hard work and dedication of shift workers in retail, hospitality and other industries, we create a positive ripple effect, improving workplace morale, mental health, and overall productivity.

“We’re kick-starting the movement to say thanks to shift workers through our app and are encouraging everyone who visits a shop, restaurant, bar or calls a customer service line this weekend to also say an extra thanks to those shift workers to help spread positivity and gratitude to cheer everyone’s working days.” 

Dr Andy Cope, a Doctor of Happiness, is supporting the #ASimpleThanks initiative. He said: “Let's say you engage with 28 people in one day, including family, colleagues, and strangers who work in shops. Now, imagine each of those people also interacts with 28 others. This creates a ripple effect, known as the hyper-dyadic effect, where your influence has the potential to reach 21,952 people. 

“Positive energy (a thank you) can illuminate the networks of those you interact with, spreading joy and happiness far and wide. But remember, negativity can also spread in the same way.  

“Spreading positive, upbeat, energetic, and passionate vibes will not only make us feel better, but it will also elicit a positive response from those around us. By taking a moment to thank retail workers with a simple "thank you," shoppers can contribute to a positive atmosphere and show workers that their hard work is appreciated. In the grand scheme of things, we may feel insignificant, but to those we interact with, we are incredibly significant, shaping their quality of life.”

As part of the campaign, Deputy is rolling out 2023 Clock Out, an industry-first user experience where shift workers will be able to share their 2023 year of work to their social media channels. Clock Out will showcase personalised insights such as the number of shifts and hours worked, how many shifts they have swapped and covered for colleagues, and other key achievements at work in the past 12 months. 

Based on their achievements, Clock Out will identify their unique shift worker archetype or personality based on the insights from how they use the Deputy app. Workers can find out if they are: The Seasoned Professional, The Powerhouse, The Hustler, CEO of Saving the Day, The Influencer, Globe Trotter, Night Owl, Early Bird, The Vibe Setter, Busy-Bee, The Go-To, or Everyday Hero.

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“Our new Clock Out experience aims to create a fun and engaging way for shift workers to feel appreciated with personalised insights such as achievements, personality traits and moments tailored uniquely for each one of them. This experience will become a fixture of Shift Worker Sunday moving forward to showcase our ongoing commitment to saying ‘thank you’ to the people who make our lives better every day,” said Deepesh Banerji, Chief Product Officer at Deputy.

Visit to share a message of gratitude with a shift worker ahead of Shift Worker Sunday, 26 November 2023.

About Deputy

Deputy is on a mission to improve the world of hourly work for businesses and workers alike. Deputy's leading software solution streamlines communication, scheduling, tasks, and timesheets for millions of workers and businesses worldwide. More than 330,000 workplaces and 1.3 million shift workers use Deputy daily in over 100 countries. At the forefront of empowering businesses, Deputy’s platform equips them with the tools and insights they need to streamline compliance, build thriving workplaces, and stay focused on what matters most.

Visit, or find us on Twitter, Facebook, the App Store or Google Play for more information.

About Shift Worker Sunday

Shift Worker Sunday, celebrated annually on the last Sunday of November, is all about celebrating the hourly workers who keep our communities thriving through all of life’s moments, big or small, exciting or nerve-wracking — shift after shift.

On Shift Worker Sunday, we show gratitude to the workers who make sacrifices every day by giving them #ASimpleThanks and shouting out the people and businesses that keep our communities connected and thriving. Support #ShiftWorkerSunday and learn more about the #ASimpleThanks gratitude movement at

About the State of Shift Work Report

The survey is based on responses from 3,809 shift workers from Australia, New Zealand, the United Kingdom (1166), and the United States in the retail, healthcare and hospitality industry sectors.

Deputy partners with market research firm Dimensional Research to conduct its global State of Shift Work Survey annually. This survey was conducted between May 26 – June 26, 2023. Half of the respondents were Deputy users, and the other half were not. 

The primary goal was to capture insights from this community of workers to understand trends and better understand their work-life experiences and overall job satisfaction.


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