Retail Braces for Lean Holiday Season in 2025
The retail industry braces for a lean holiday season in 2025, with projections suggesting the lowest number of seasonal hires since 2009. Despite macroeconomic pressures, retailers like Target and Bath & Body Works have made hiring announcements, while others remain silent on their plans.
Target is focusing on existing employees, offering more hours over the holiday period instead of hiring en masse. This shift comes amidst a challenging year for retailers, marked by increased costs due to new global trade policies, inflation, and a greater reliance on automation and permanent staff.
Retail hiring during the 2025 holiday season is projected to fall to fewer than 500,000 positions, a significant drop from the 543,100 jobs added in Q4 2024. This would be the smallest seasonal gain in 16 years, following a 4% year-over-year decrease in 2024. In comparison, the retail industry hired just 495,800 seasonal employees in the Q4 period of 2009, as the U.S. was recovering from the prior year's economic collapse.
Several major retailers, including Amazon, Walmart, and Aldi, have made public statements about their employment goals for the Christmas season in 2025. However, some retailers have started debuting holiday initiatives without revealing their hiring plans.
As the retail industry navigates these challenges, consumers continue to spend at various retailers despite the headwinds. The coming holiday season promises to be a test of retailers' adaptability and resilience, with a focus on existing employees and innovative strategies set to replace traditional seasonal hiring.
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