News

NRF releases crowd management guidelines as Black Friday nears

November 8, 2010

With preparations for the holiday season already set in motion, retailers' attention now turns to preparing their staff and store for what is expected to be the busiest day of the year – Black Friday. In collaboration with retail loss prevention executives, NRF has updated its crowd management guidelines for the 2010 holiday season, looking at the expected and even the unexpected when it comes to managing large crowds.

"Shopping on Black Friday is a tradition for many Americans, and planning for these crowds is something retailers spend a lot of time perfecting," said Joe LaRocca, Senior Asset Protection Advisor, NRF. "Planning for large crowds, especially those of Black Friday proportions, involves many dress rehearsals, a well-trained staff, and a solid and comprehensive list of priorities for all parties involved."

The guidelines outline the following essential components of a crowd control and/or emergency plan, including:

• Promotional/holiday sales and special events
• Sales and events versus emergency management crowd controls
• Mall-based retailers versus non mall-based retailers
• Crowd management guidelines, references and contingency plans

In addition to the outlined assessments, the guidelines also offer specific checklists for retailers to use when working on a crowd control plan. Event type, staffing and training, communication, physical and environmental considerations and line formations are among a few of the factors that retailers should take into account for their emergency and crowd control plans.