Retailers are actively seeking to hire hundreds of thousands of seasonal workers for the upcoming 2025 holiday season. However, it appears that hiring numbers may still lag behind those of previous years, raising concerns about employment opportunities during this peak shopping period.
Amazon stands out in the crowd, having announced its ambitious goal of bringing on 250,000 seasonal jobs as of Monday. In contrast, other companies have been noticeably quieter in their hiring announcements compared to the previous year, indicating a potential shift in employment trends.
Target serves as a prime example of this trend. Last September, the retailer publicized its intention to hire 100,000 seasonal employees for its stores and supply chains. Yet, for the current holiday season, Target has refrained from making any similar announcements, instead opting to communicate that it is “heading into the holidays with a strong, experienced team.” The company emphasized its strategy to offer additional hours to current staff before considering new hires, highlighting a cautious approach to workforce expansion.
Similarly, UPS previously announced a “holiday hiring spree” in late September 2024, setting a target of hiring 125,000 seasonal workers. However, this year, the shipping company has remained silent regarding its hiring plans, leaving many to wonder about its approach to seasonal staffing.
Walmart has also kept a low profile regarding its holiday hiring announcements, which is less surprising given that this marks the third consecutive year without a publicly promoted initiative. In contrast, in 2021, Walmart made headlines by announcing the hiring of 150,000 new employees, showcasing a significant difference in their current hiring strategy.
The current situation unfolds against a backdrop of heightened scrutiny of the labor market. Before the government shutdown disrupted federal job data reporting, the unemployment rate had crept up to 4.3% in August, marking the highest level observed in nearly four years.
Typically, seasonal hiring plays a crucial role in bolstering the job market during this time of year. An October 2 report from outplacement firm Challenger, Gray & Christmas highlights the importance of seasonal roles. If hiring diminishes, many individuals could face challenges in making ends meet during the notoriously expensive holiday season, impacting their financial stability.
“We usually observe retailers ramping up hiring for the holidays during this period, but the current plans seem to be progressing slowly, reflecting a sense of caution,” stated Andy Challenger, senior vice president and labor expert for the firm. “With declining consumer confidence and looming tariff pressures, we anticipate a subdued hiring season this year.”
Nancy Vanden Houten, the lead economist at Oxford Economics, suggests that it is premature to label this year’s holiday hiring as a failure. However, she warns that weaker hiring numbers may be on the horizon due to broader consumption trends. “Business will likely be driven by upper-income households and online shopping,” she noted in an email, pointing to the contrast between strong hiring by Amazon and a more reserved approach from brick-and-mortar retailers.
With this context in mind, let’s explore some of the major name-brand companies that are currently ramping up their hiring efforts for the holidays:
Amazon’s Ambitious Hiring Plans for the 2025 Holiday Season
On Monday, Amazon unveiled its plan to hire 250,000 seasonal employees, matching the number from last year. The company announced that seasonal workers would earn an average of $19 per hour, which is an increase of $1 compared to the starting wage of $18 per hour offered last year. This competitive wage reflects Amazon’s commitment to attracting talent during the busy holiday season.
Among the 250,000 roles, many will be regular full-time or part-time positions. Employees in permanent roles at Amazon earn an average wage of $23 per hour, according to the company’s announcement. They are specifically seeking candidates for fulfillment and transportation roles across various locations nationwide, contributing significantly to their logistics operations.
Bath & Body Works Expands Holiday Hiring Efforts
Bath & Body Works is set to hire 30,000 seasonal workers for the holiday season, as stated in a September news release. The open positions encompass both part-time associate roles in retail stores and full-time positions within distribution centers, allowing the company to efficiently meet increased customer demand during the festive shopping period.
Dick’s Sporting Goods Hosts a Special Hiring Event
Dick’s Sporting Goods is organizing a “signing day” hiring event on Wednesday, aiming to onboard approximately 14,000 seasonal employees. Interested candidates should apply online and prepare for interviews at their nearest store on the day of the event. This initiative reflects the company’s proactive approach to staffing during the high-traffic holiday season.
Among the job openings, roughly 9,100 positions are specifically with the sporting goods chain, while an additional 4,750 roles are available with other brands within their portfolio, such as Foot Locker and Champs, showcasing the diverse opportunities available.
Michaels Increases Seasonal Workforce
Michaels, the well-known craft store, recently held hiring events and announced plans to add 10,000 seasonal employees this year as the holiday shopping period approaches. The company is also offering existing employees the chance to take on additional hours, emphasizing its commitment to retaining talent, as more than half of the seasonal workforce from the previous year stayed on after the holiday season.
Macy’s Gears Up for the Holiday Hiring Season
In September, Macy’s, Inc. revealed that Macy’s, Bloomingdale’s, and Bluemercury were actively hiring seasonal full- and part-time workers in select markets. The company has scheduled in-person hiring events on Thursday and November 20 at specific locations, allowing potential candidates to engage directly with hiring managers.
While the company did not disclose a specific hiring target in its announcement, they have not responded to requests for comments from Money, leaving some uncertainty about their overall goals for seasonal staffing.
Target’s Cautious Approach to Seasonal Hiring
Target seems to be taking a more conservative approach to hiring this year. In a recent release, the retailer confirmed that it will be hiring seasonal employees who will earn a minimum of $15 per hour; however, it did not specify a hiring target. This contrasts sharply with last year’s announcement of 100,000 seasonal positions, indicating a shift in strategy amidst a changing economic landscape.
The release also mentioned that Target plans to utilize its “On-Demand” team of workers with flexible schedules during the busy holiday season, allowing them to adapt to customer demands more effectively.
Catalyst Brands Expands Seasonal Job Opportunities
The parent company of popular brands including Aéropostale, Brooks Brothers, Eddie Bauer, Lucky Brand, Nautica, and JCPenney is looking to fill 13,000 seasonal positions. These roles primarily consist of sales and cashier jobs, as detailed in an October 7 news release. Hiring events are planned for this weekend and from November 7 to November 9, providing ample opportunities for job seekers.
Kohl’s Seeks Seasonal Associates
Kohl’s has confirmed that it is actively hiring seasonal associates for both its stores and distribution centers. However, the company has not disclosed the precise number of positions available. A local media outlet in Milwaukee reported that the number of seasonal jobs in that area exceeds 300, highlighting the retailer’s commitment to staffing up for the holiday rush.
Explore More Insights from Money
Discover the 5 Best Job Search Sites of October 2025, tailored for those seeking seasonal employment opportunities.
From baristas to influencers, explore these 68 jobs that could qualify for ‘No Tax on Tips,’ a great incentive for job seekers in the service industry.
Hiring managers share insights, stating that Gen Z workers are perceived to ‘lack work ethic,’ providing a snapshot of current workforce perceptions.
