By Angela Youngman
Spare a thought for overworked shop assistants in stores up and down the land this Christmas, putting on festive cheer in a state of exhaustion and stress.
These overlooked workers have, however, been clocked by one team of helpers — chaplains to the retail industry, who are to be found in shopping centres and high streets across Britain, with a listening ear, calm advice and wise support in the Christmas rush when Britons are due to spend £24.6 billion.
Fiona Usher is one of those retail chaplains. She leads a team of volunteer chaplains serving northeast England, including the Metrocentre and Trinity Square shopping centre in Gateshead and Newcastle International airport.
“Christmas is not joyful for everyone,” she says. “People have to put on a smile and be welcoming, no matter what they are feeling and this can be exhausting. Things may have happened, like a death at Christmas, and they don’t want to celebrate because of sad memories. It can magnify problems like abuse or financial pressure.
“We offer a friendly face, a quiet presence, someone they know can offer confidentiality, calm, and a listening ear. We help them cope. We give them time, listen and gentle conversation. If they need more help, then we find them professional help or counselling.”
Over at Bluewater in Kent, Penny Culliford echoes this: “Sometimes the kindest thing the chaplains can do is just drop in a Christmas card or give a cheery wave through the window, and be there to talk to any staff who are feeling the pressure.”
It is unclear how many retail chaplains exist within the UK. There are no official figures. Most belong to the Workplace Chaplaincy network and are volunteers called to serve within a listening ministry rather than a pastoral one.
Some operate in interfaith teams, such as those at Canary Wharf. Others are engaged solely in a Christian context, such as at Bluewater, but work alongside those of other faiths. Whatever the personal faith of the chaplain, the aim is always the same — to listen, to help people of all faiths and none.
“We are motivated by our faith to offer a service beyond church walls,” Ms Usher says. “It is not proselytising, just showing care and love. If people want to talk to us about faith then we do so. It is showing the love of Christ in a practical way.
“We are there for the staff. We try to build up trust and relationships with people. Companies have support staff and take welfare seriously. Sometimes staff don’t want to talk to line managers. We get to know the staff and can recognise if someone is struggling.”
Retail chaplains don’t just wander into stores. They work in teams, and are known to shop managers, centre and/or town management. Each chaplain has a set group of stores to visit regularly.
The Rev Andrew Irvine, a Methodist minister, is lead retail chaplain in Belfast with more than 30 volunteer chaplains across the town centre of which three are in CastleCourt Shopping Centre.
In Pershore, Worcestershire, a team of eight chaplains regularly visit a set group of shops and businesses within the town. One of the chaplains, Angela Gerrard, says: “Most of are small, individual traders and many struggle to remain viable with reduced footfall but we are always welcomed by them and they appreciate our visits. At Christmas we take a tub of chocolate and individual Christmas cards for each trader.”
“We have developed a close working relationship with the manager of CastleCourt. The chaplains go in uniform — a jacket with the word chaplain on it — giving us a visible presence. They each have a specific area to cover, going into the shops and talking to people. If people are having problems we offer the chance of a discussion, take them off for a coffee and a chat.”
The Rev Jo Tatum has a chaplaincy involving John Lewis, M&S and the Victoria Centre in Nottingham. She says: “I wander around the floors and just say hi and make general welfare inquiries — for example ‘How’s your mum since her op?’ that kind of thing — then have a cuppa in the staff canteen for a while and visit the admin/management.
“If anyone wants a longer conversation, they can arrange to meet up on the phone/Facetime or in person, in store or out or at home.”
Retail chaplains can be found in any shopping place, but always with the agreement of the management and retailers. Often, they find themselves asked to expand their involvement into other local centres, having shown how valuable their presence can be.
In Birmingham, 19 chaplains cover the city centre (indoor and outdoor markets, shopping arcades and centres) and other nearby town centres (Solihull, Kings Heath, Knowle, Longbridge and Boldmere).
Gavin Page is part of a team run by a United Reformed Church minister, assembled for the Frankfurt Christmas market, which runs in the city centre every year.
“We work with the retail staff (including security guards and operational management) and connect with consumers,” he says. “At Christmas, we give out mince pies, hot drinks and even escort Father Christmas around the Frankfurt market for St Nicholas Day. “
Although the retail staff and other employees are the main focus of retail chaplains, they are always ready to help others as needed.
Mr Irvine adds: “At CastleCourt, the chaplains noticed a group of elderly men coming in on a regular basis. It turned out they were alone and wanted somewhere warm to sit. We set up a men’s group meeting every Friday morning in the food court where they could come and chat and meet the chaplain.”
Bluewater offers a “place of quiet” where anyone can go to get away from the hustle and bustle of the malls, providing a space where people can seek a calm atmosphere. Prayer mats can be borrowed when Muslims go to pray, and there are resources like Bibles and other spiritual literature on hand from a variety of religious traditions.
Being a retail chaplain is quite different from any other type of workplace chaplaincy. It can take time for employees to appreciate the value of a chaplain.
The Rev Sarah McDowall, a Methodist minister in Southend, is chaplain at the town’s Victoria shopping centre – and at a theme park. She recalls that when first appointed some employees wondered why a chaplain was needed. “Now staff come and talk to me. One said I was a lifesaver.”
A similar story comes from Ms Culliford at Bluewater: “Retail chaplains can build a relationship with the people they meet weekly and some staff stay in their jobs for many years. Many work shifts, so it can be difficult to catch up with everybody.”
And then she adds the only drawback: “There is also a temptation for retail chaplains to spend money when you are constantly seeing nice things!”
