Retailers rethink mask policies following new CDC guidelines

Retailers have returned to all-too-familiar territory that they didn’t think they would face again as many consider whether or not to reinstate in-store mask mandates for shoppers and employees.

On Tuesday, the Centers for Disease Control and Prevention released a new recommendation that calls for re-wearing face masks in areas of the country where the Covid virus is spreading fastest. This covers about two-thirds of all counties in the United States. The decision came about two months after the CDC said in May that those vaccinated could do without masks. The delta variant, however, did escalate cases and led the organization to reassess.

The National Retail Federation, one of the industry’s leading trading groups, said in a statement that retailers large and small “will continue to follow CDC guidelines.”

He added, however: “It is truly unfortunate that mask recommendations are back when the surest known way to reduce the threat of the virus is through widespread vaccination.”

Some companies were quick to react. In the wake of updated CDC guidelines, Apple said it was requiring vaccinated and unvaccinated customers, as well as staff members, to wear masks in many of its U.S. retail stores starting Thursday. The state of California, where Apple’s headquarters are located, on Wednesday recommended that all people wear masks indoors, regardless of their immunization status.

Disney is also re-requiring that guests, regardless of their immunization status, wear face coverings inside the Walt Disney World Resort in Florida and the Disneyland Resort in California.

Some have gone further and are asking visitors to prove they have been vaccinated against the coronavirus.

Danny Meyer’s Union Square hotel group told CNBC on Thursday that it will now require all customers in its restaurants to show they have been vaccinated. The mandate also applies to current employees and new recruits.

“It’s the most logical thing I’ve ever seen,” said Shake Shack founder and chairman of the board of the fast casual chain. “I’m not a scientist, but I can read the data and what I see is this is a crisis of people who haven’t been vaccinated.”

Brian Dodge, president of the Retail Industry Leaders Association, asks that customers be aware of new guidelines that may be released in the days and weeks to come by retail establishments.

“As the virus changes, variants spread, and vaccine reluctance persists in some populations, retailers understand that CDC guidelines may evolve and masks may be needed again in certain circumstances,” said Dodge in a press release. RILA represents Walmart, Target, Best Buy, Home Depot and other major retail chains.

Spokesmen for Walmart, Target, Best Buy, Kohl’s and Nike did not immediately respond to CNBC’s requests for comment regarding any changes to their policies.

A spokesperson for Macy’s said the department store chain is currently reviewing the revised CDC guidelines.

Joanne Crevoiserat, CEO of Coach and Tapestry, parent of Kate Spade, told CNBC the retailer stays close to local guidelines and follows what local authorities enforce.

“We have shown that we can be flexible,” Crevoiserat said in a telephone interview. “We know how to engage consumers in a hidden or remote environment.”

Now that many consumers have had a facelift grace period, however, confusion and frustration begins to ensue.

The latest CDC recommendations are no easier for businesses and customers to follow. The guidelines are closely tied to the rates of Covid transmission in counties, meaning a retailer or restaurant operator could have two locations in the same neighborhood with totally different policies.

“This leaves a lot of room for discretion and also creates the problem of localized rather than national policies, which can be confusing,” said Neil Saunders, Managing Director of GlobalData Retail.

“Retailers reinstating mask requirements will have to prepare for another potential wave of dissent,” Saunders added. “There were already conflicts around masks and this will only increase as some consumers are particularly resentful of always having to wear masks after being vaccinated.”

Mike Ryan, a product department employee at an Albertsons grocery store in the Rancho Bernardo community in San Diego, said he expected shoppers at his store to refuse.

“It’s difficult to approach and approach clients… and impose the mandate on them,” he said. “It’s a bit threatening on their side. But it’s also a safety measure for us as employees.”

United Food and Commercial Workers, the union of 1.3 million food and retail workers, argues that the latest CDC guidelines are not enough.

“A national mask mandate is the only way for us to finally take control of this virus and every retail CEO in the country must recognize that now is the time for all of us to mask ourselves so that we can keep our economy. open and our communities safe, ”said UFCW International President Marc Perrone.

“As Covid cases continue to rise, essential workers have been forced to take on the role of vaccination police,” Perrone added.

Last year, when big companies like Costo and Kroger implemented mask mandates, customers didn’t always follow the rules. Store workers were often the ones who had the burden of cracking down on unmasked visitors. This time around, that task could be even more difficult. Especially for fully vaccinated people who might feel like they don’t need to put on a mask.

“By doing all of these about-faces, you create controversy around the topic, and it exposes retailers to criticism,” said Stacey Widlitz, president of SW Retail Advisors. “People are frustrated, and consumers are going to have to take that into account.”