There’s a gift shop in Northwestern Illinois that’s redefining what it means to create a positive retail work culture. 

At Poopsie’s, a beloved specialty shop in Galena, Illinois, co-owners Alana Turner and Traci Lyden have built more than just a vibrant destination for quirky gifts, home décor, and joyful surprises. 

They’ve created a purpose-driven workplace where employees feel valued, inspired, and genuinely connected to the mission of spreading joy.

Here’s how they’ve built powerful retail team morale and what you can do to develop your own uplifting and inclusive workplace.

1. Hire for Passion and Values

Instead of focusing solely on resumes, Poopsie’s looks for individuals whose energy and values align with their mission. While many businesses screen for prior retail experience, Alana and Tracy emphasize potential and authenticity. They ask questions that reveal what excites a candidate and how they approach relationships with others. Co-owner and CEO of Poopsie’s, Alana Turner, said, 

“When we hire, we hire based on their values and their passions, less on their experience.”

By hiring this way, the team becomes more aligned and cohesive, contributing to a more substantial in-store experience for customers. If you’re planning to grow your team, prioritize value-based interviews to find individuals who will enhance your culture and evolve with your business.

2. Let Employees Focus on Their Strengths

Poopsie’s recognizes that employees shine brightest when doing work they love. Instead of assigning everyone the same tasks on rotation, Alana and Traci create opportunities for staff to do more of what excites them. That means letting the person who loves organizing focus on receiving inventory and letting the one who thrives in order handle cleaning and upkeep.

Here’s how they tailor roles to boost fulfillment:

• Task alignment based on passion: One team member, known for her sharp eye and attention to detail, takes the lead on receiving inventory and organizing new arrivals.
• Leaning into natural motivation: Another employee finds joy in cleanliness and proudly manages the back of house, so the store stays as joyful behind the scenes as it is upfront.
• Creating ownership through strengths: By allowing staff to work in areas they truly enjoy, the team feels more motivated, engaged, and appreciated for who they are.

This kind of personalized approach reduces burnout, fosters trust, and enables individuals to perform at their best. If you want to elevate team energy and loyalty, consider how you can assign tasks that reflect each person’s strengths. It’s one of the simplest ways to boost morale and performance.

3. Make the Mission Tangible

Many stores hang a mission statement on the wall and leave it at that. At Poopsie’s, the mission to “create joy for others” is a living, breathing part of daily operations. It informs product choices, staff interactions, customer service techniques, and community outreach. More importantly, it gives the entire team a sense of purpose.

When employees feel they are contributing to a meaningful goal, morale naturally increases. If your team is disconnected from the mission, bring it to life through team conversations, customer stories, and regular recognition tied to your core values. Doing so will help everyone feel connected to something bigger and motivate them to do more.

4. Empower Through Decision-Making

True morale comes from having a voice. At Poopsie’s, employees are task-doers and decision-makers. Their leadership team, comprising four employees, meets regularly to offer feedback, brainstorm ideas, and help steer the business forward. 

That kind of inclusion fosters trust, breaks down hierarchy, and cultivates a strong sense of ownership. If you want your team to care about the business as much as you do, invite them into the decision-making process. In doing so, your store can be a place where everyone helps shape the vision.

5. Celebrate People as Individuals

At Poopsie’s, the work environment is lighthearted and full of personality. From spontaneous celebrations to playful in-store experiences, the culture encourages team members to bring their whole selves to work. Oftentimes, this means dressing up for a store event, dancing with customers, or bringing in treats to share with them. 

Small, people-centered moments like these create valuable connections. Customers frequently comment that visiting the store feels like walking into “Disney in Illinois.” 

If you want to boost morale without spending money, look for simple opportunities to celebrate your team members for who they are. That will create a space of belonging and emotional loyalty.

6. Align Giving with Your Store’s Purpose

One of Poopsie’s most morale-boosting practices is their commitment to giving back. The store donates 1% of all sales to a local charity chosen by the staff. This initiative gives employees the opportunity to support causes they care about, reinforcing the importance of a shared mission.

Here’s how they make it meaningful:

• Staff-driven philanthropy: Employees actively suggest and vote on which charities to support, giving everyone a voice in where the store’s contributions go.
• Hands-on community impact: A recent favorite was purchasing a tricycle for Krider Services, an organization that supports adults with disabilities.  This allowed the team to build direct, personal relationships with the recipients.
• Mission in motion: Acts of giving aren’t just seasonal. They’re woven into the business model, reminding employees that their work has a purpose.

By involving the team in philanthropy, Poopsie’s creates opportunities for deeper fulfillment and social impact. If you want to build a workplace your team feels proud of, integrate giving in a way that involves and uplifts your staff. That turns everyday work into something meaningful.

7. Bring Humor Into the Workplace

Morale doesn’t have to be formal. Sometimes, it’s as simple as a shared joke. Alana proudly claims the title of “CEO and Janitor” because she’s always the one changing the toilet paper. These lighthearted moments keep the environment fun, even during stressful times.

Laughter builds camaraderie and helps dissolve tension. At Poopsie’s, humor is embedded in their daily culture, from store party planning to unexpected mascot appearances. If your retail space feels heavy, try introducing humor into meetings, signage, or shift routines to lighten the atmosphere. Making room for joy is just as important as making room for sales.

Conclusion

There’s no shortcut to building great retail team morale, but there is a path. As Poopsie’s demonstrates, a joyful and empowered workplace culture starts with intentional leadership, shared values, and treating employees like the heart of the business.

If you’re an independent retailer seeking to retain staff, create a strong in-store experience, and fuel long-term success, start by listening to your team and building from the inside out. A store filled with purpose, laughter, and shared ownership is one that customers (and employees) will never want to leave.

Want to learn more about other Illinois retail leaders? Read inspiring stories from retailers across Illinois who are making a difference.

If you loved learning about Poopsie’s story and know a retailer who deserves recognition, Nominate A Retailer to submit your nomination!