Employee turnover is high in small retail business, compelling business leaders to implement strategies that successfully reduce employee turnover. The conceptual framework guiding this study was the Herzberg 2-factor theory because the theory identifies factors that influence job satisfaction and employee turnover. The study population was retail owners and managers from small businesses in the retail industry in San Antonio, Texas who had demonstrated successful strategies to reduce employee turnover. A focus group was conducted with 4 retail managers, and semistructured interviews were conducted with 2 small retail owners, all of whom were recruited via purposeful criterion-based sampling. Yin's 5-step process for data analysis of compiling, disassembling, reassembling, interpreting, and concluding resulted in themes of continuous learning in the workplace, communication, and valuing employees. These leaders provided continuous learning in the workplace, which demonstrated their value of their employees. Communication was a key concept discussed by all participants, as it built credibility with leaders and employees, increased productivity, and reduced turnover. The study has value to the practice of business because results may benefit industry growth by increasing retail leaders' knowledge levels about employee turnover. The findings may affect positive social change as leaders apply strategies useful for reducing employee turnover as lower turnover rates might reduce unemployment, stabilize communities, and improve the human and social conditions outside the workplace.