The transformation of mental health care delivery is happening right before our eyes — not in hospitals or specialty clinics, but in the aisles of our neighborhood retailers. With millions of Americans struggling to access timely and effective mental health care, the concept of retail-based mental health care has quickly moved from an idea to a reality. Retail giants like CVS, Walgreens, Walmart, and Kroger are reshaping what care looks like by embedding behavioral health services directly into their store networks. These companies are using their expansive infrastructure to respond to one of the country’s most urgent public health needs — and the result is a new level of accessibility, convenience, and normalization of mental health treatment.
The Urgent Need for Faster Access
Access to mental health care has long been plagued by delays and limitations. A pre-pandemic study revealed that the average wait time to see a therapist for an initial appointment was 25 days — a time frame that can feel like an eternity for someone in emotional crisis. Unfortunately, that statistic has only worsened in many areas due to rising demand, workforce shortages, and systemic barriers. For individuals experiencing acute mental health symptoms or situational crises, the lack of immediate care can lead to worsening conditions, emergency room visits, or even tragic outcomes.
This growing need for immediate, walk-in care has paved the way for retail-based mental health care to fill the gap. The model mirrors the success of retail urgent care clinics, which redefined how Americans accessed physical health services by offering extended hours, no appointments, and convenient locations. Behavioral health leaders are now adopting this strategy to reach more people, faster.
The MIND 24-7 Model: Urgency Meets Accessibility
A key example of this shift is MIND 24-7, a company that has pioneered a 24/7 walk-in behavioral health model designed to serve anyone in need. Backed by a $20 million investment from Regal Healthcare Capital Partners, MIND 24-7 offers services such as express behavioral care, crisis intervention, 23-hour observation, intensive outpatient programs, and partial hospitalization programs. Importantly, they operate without requiring appointments or insurance pre-approval — a model built to remove friction and respond in real time to patient needs.
Founded in 2021, MIND 24-7 already has multiple locations in the Phoenix, Arizona area, one of which operates in a repurposed Walgreens. For Dr. David Kim, co-founder of Regal Healthcare and a veteran in urgent care and dental startups, MIND 24-7 is a natural evolution in the quest to provide care that is timely, effective, and accessible. “Those with mental health challenges can’t wait,” Kim said. “If you have an acute break, you don’t have 24 days to wait for a clinician.”
Retail Giants Are Building the Infrastructure
Major retail and pharmacy chains have taken notice of the opportunity and the responsibility. CVS Health was an early mover in this space, expanding from its walk-in MinuteClinic model to more comprehensive HealthHUBs — retail-based health centers that offer behavioral health services. CVS’s HealthHUBs provide both in-person and virtual therapy sessions with licensed clinicians, and by 2021, the company reported over 8 million virtual behavioral health visits. Their goal: to operate 1,500 HealthHUB locations across the United States.
Walgreens has also integrated behavioral health services through strategic partnerships, including telehealth collaborations with Mental Health America. Kroger provides mental health services through in-store clinics like The Little Clinic. Meanwhile, Walmart partnered with Beacon Care Services in 2020 to offer affordable in-store therapy, and later acquired MeMD to provide a broader suite of virtual mental health options. These developments signal that retail-based mental health care is not a passing trend — it’s a strategic pillar of how retailers see their role in the health care ecosystem.
Meeting Patients Where They Are
What sets retail-based mental health care apart is the unparalleled ability to meet patients in the communities they already live, work, and shop in. These retailers have brick-and-mortar locations in nearly every corner of the country, including rural and underserved areas where traditional mental health care infrastructure is limited or nonexistent. CVS alone accounts for nearly 9 percent of all stores among the 50 largest U.S. retailers. Combined, CVS, Walgreens, and Kroger boast more than 27,000 locations — nearly one-fourth of the country’s major retail footprint.
By leveraging this reach, these companies are breaking down geographic, logistical, and psychological barriers to care. They are helping normalize mental health treatment by integrating it into everyday errands — whether someone is picking up a prescription or buying groceries. This familiarity and convenience could be the key to encouraging more people to seek help for the first time.
Breaking the Stigma, One Visit at a Time
Retail pharmacies and walk-in clinics have long been a trusted resource for physical ailments, and now they’re becoming the same for mental well-being. The visibility of therapy and counseling services within high-traffic stores helps break down stigma simply through exposure. Consumers no longer need to search out an unfamiliar mental health provider in a separate medical building; instead, they can walk into a store they already visit and see signage, talk to staff, or learn about options for same-day virtual visits.
“I think the awareness can just not be understated — of consumers knowing that they have options in behavioral health,” said Tim Epple, managing director at Avalere Health. He emphasized the importance of retail branding power in shifting public perception and driving demand. According to Epple, retail-based mental health care helps people “tear off the Band-Aid” and try therapy in a way that feels less intimidating or burdensome.
Opportunities and Limitations of the Model
While the potential of retail-based mental health care is significant, it’s important to recognize its current limitations. This model is especially well-suited for crisis response, assessment, brief interventions, and referrals — not necessarily for long-term, ongoing therapy relationships. Critics argue that commoditizing mental health care could risk reducing quality or continuity, especially if follow-up care is inconsistent.
However, many providers view retail-based clinics as a gateway — not a substitute — for more intensive services. Ideally, walk-in care can stabilize a patient, connect them with ongoing support, and reduce the use of emergency departments for non-life-threatening psychiatric issues. If implemented thoughtfully, this hybrid model could lead to better outcomes, reduced health care costs, and broader access for marginalized groups.
Looking Ahead: A Mental Health System Reinvented
Retailers are not just expanding services — they are reshaping expectations. People now look to their local pharmacy or superstore as a hub for everything from flu shots to therapy appointments. This transformation reflects a cultural shift in how we view mental wellness — not as something separate from our everyday lives, but as an essential component of overall health.
With mental health needs at an all-time high, retail-based mental health care offers an innovative solution rooted in accessibility, convenience, and trust. As more companies invest in these models and as outcomes continue to be evaluated, we could see a long-overdue reimagining of the behavioral health system — one that meets people where they are, both physically and emotionally.
Conclusion: A Critical Step Toward Mental Health Equity
In the coming years, retail-based mental health care may not only become a standard option — it may be the first point of contact for millions of Americans seeking support. By integrating behavioral services into trusted, familiar retail environments, companies are helping to rewrite the narrative around mental health. They’re turning everyday spaces into lifesaving entry points, offering hope, healing, and access in real time.
And for a nation in crisis, that kind of shift isn’t just welcome — it’s essential.
