As retailers across the U.K. manage rising labour costs and tougher scheduling rules, misaligned rotas are cutting into sales and service, with 84% of frontline associates saying poor staff planning is directly causing lost sales.

Research of 500 U.K. frontline retail workers, in Logile’s 2025 U.K. Labour Planning & Optimisation Report, shows shops are often under-resourced at peak times and overstaffed when quiet with employees caught in the middle.

59% of associates polled reported being short-staffed when busy, while 68% see overstaffing in quiet periods. 80% say they have been pulled from their usual role to cover gaps, and 74% are asked to stay late because of thin cover.

While 72% receive their rota at least a week in advance, 87% still face last-minute changes. 88% feel overwhelmed at least occasionally due to poor staffing, and more than half (53%) say rota changes disrupt personal plans. 72% have seen colleagues quit due to poor scheduling or hours.

“The U.K. retail reality reflected in our data shows that rota predictability is not just a fairness issue; it is about people’s ability to plan their lives and perform at their best,” said Purna Mishra, Founder and CEO of Logile. “Associates are feeling the strain of unpredictable schedules that disrupt their personal lives and store performance alike, and are open to technology that gives them more predictability and balance.”

61% of staff say they would be more likely to stay if rotas were more predictable, yet 62% have considered leaving if things do not improve.

“Retailers that connect demand forecasting, labour modelling and execution in one continuous flow will not only meet rising expectations for fairness at work, but also unlock measurable gains in efficiency, retention and customer experience,” added Mishra.