After the CDC announced Thursday that fully vaccinated Americans no longer need to wear masks or social distance indoors, Trader Joe’s didn’t waste any time. The grocery chain was the first major retailer to drop its mask requirement, stating that fully vaccinated customers don’t need to wear masks while shopping. Walmart has also dropped the mask requirement as of today and that includes Sam’s Club. It’s likely now we will start to see a ripple effect with many other retails following suit.
Trader Joe’s decision doesn’t apply to employees, who must still be masked. The company also stated that it won’t require or request proof of vaccination from customers, which has been a point of concern for some people.
Here’s my take; telling customers that vaccinated customers can come in without a mask, but not asking for proof, is a ridiculous policy. I wish I believed customers could always be trusted. I believe they can’t. A better approach would be to say “we are ok with customers that are not vaccinated. It’s a don’t ask, don’t tell policy.” But they aren’t doing that.
Trader Joe’s is a grocery store that depends on in-person shopping
Throughout the pandemic Trader Joe’s never wavered on their lack of a digital presence, offering zero grocery delivery. For customers that love specialty Trader Joe’s products, those customers had to wait in line for hours to get those products.
Trader Joe’s is an incredibly unique brand, as well as concept. I’ve covered what makes their customer experience - so unique - a few times during the pandemic.
I’m a customer as well, and shopped Trader Joe’s in person in 2020. I waited in line during special hours—very pregnant—alongside the elderly and vulnerable populations. Today—fully vaccinated—and no longer pregnant—I shopped at Trader Joe’s, and from what I could see every customer was masked, as were employees. It was a Friday morning and it wasn’t busy.
We’re Vaccinated, So We Can Take Off Our Masks Now?
The end of mask mandates is a major milestone in controlling the Covid pandemic. But for many retailers and customers, it isn’t as easy as simply going from requiring masks on everyone to not requiring them at all.
The choice to be the first store to end a mask requirement is a brave move for Trader Joe’s but also risky. Customers have become so used to wearing masks over the last year that the idea of shopping in a busy grocery store without one can be difficult, even for people who are fully vaccinated.
You Can Buy A Pantsuit At Target, Or Fly To Cabo For Spring Break, But Schools Are Closed
If you look back at how we handled Covid last year (and this year), we did everything we could to enable some businesses to stay open so customers could spend money - even shop leisurely. But kids were left with no options. I ran into a doctor I know at the pool and we were chatting about motherhood and the pandemic. I have two kids under five. She’s an older mom with two teenage girls. She said her girls were struggling so much with this world altering change. But she said she was grateful that it was only therapy that her kids needed. Her friends’ teenage kids were struggling with far worse, like drug addiction.
This past year neighbors and friends pulled their hair out trying to work and care for their kids. My 4 year old still wears a mask at preschool inside and outside. The school sent me an email this morning that parents are requesting a return to normal hours, but the preschool will continue with limited hours and reevaluate the situation in the near future.
My daughter hates wearing her mask at school. But I can now go to Trader Joe’s without a mask. As a society it doesn’t feel very organized in our approach to handling Covid, at least in the United States.
Today many kids where I live in Northern California are now going to school, but only two days a week, and they are half days. My daughter enters public school in the fall, and I’m concerned about Covid policies and her well-being.
Vaccinated People Are Spending More Time Outside Their Homes, Shopping
It is true that at some point, we have to rip off the Bandaid and shed some of our Covid behaviors to get back to normal life. A recent survey found that people who have been vaccinated are engaging in more outside-the-house activity, including in-person shopping.
Just because Trader Joe’s no longer requires masks doesn’t mean all customers will immediately stop wearing masks.
In the coming days, we’ll likely see other major retailers follow Trader Joe’s and end their mask requirements. It’s a sign that things are improving, but that doesn't mean the transition from mask mandates to mask freedom will come easily. It will be interesting to watch how Trader Joe’s handles this awkward time, as we try to transition from Covid-life to normal, and try and achieve normal again. Even just buying groceries.
Blake Morgan is a customer experience futurist, keynote speaker and the author of the bestselling book The Customer Of The Future. Sign up for her weekly newsletter here.
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May 15, 2021 at 03:58AM
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Trader Joe’s Dropped Their Mask Requirement, Here’s Why It Matters - Forbes
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