Business crisis is an unplanned and unwanted process in business operations, limited duration and possibilities to impact on it, which harms the primary goals of the company with an ambivalent outcome. If a crisis occurs, the first step that a manager needs to do is to set and clarify the goals and purposes of crisis management. In such moments, emotional charges, conflicts and uncertainties often occur, and the involvement and awareness of all employees in the process is extremely important. The next step is to ensure effective communication strategy, especially external, so it doesn't come to spreading disinformation that would harm the business. Timely preparation for a crisis situation requires a close connection with a person, department, or public relations company because it is necessary to fully plan the communication strategy for the sake of not compromising the image. These elements are just some of the key items for efficient crisis management and they are pointing to the importance of crisis planning and management. Through this research, it has been concluded that retails have developed crisis management to the extent that it is enough for everyday problems to be efficiently and timely sanctioned, as well as professionals if the crisis is widespread in the media and they take care of employees awarness in such situations.