As the retail, apparel and footwear industry gears up for the holiday shopping season, top brands are lining up seasonal hires. But there are challenges to figuring out just how many frontline workers are needed.
Keith Moore, CEO of AutoScheduler.AI, said figuring seasonal headcount is only half the equation. “Prepping for peak is a fun dance between trusting your forecast and hiring to meet it,” Moore explained. “However, most organizations don’t optimize their onboarding or overtime strategies for peak season to put them in the best position to deliver needed service while mitigating the risk of a bad forecast in either direction.”
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This year presents other issues. New data from ICIMS show retailers and brands face a smaller, younger candidate pool, raising the stakes for employers competing for frontline talent. Another variable is consumer sentiment. Over a dozen polls found shoppers are more value-focused and cautious but still willing to spend this year. Meanwhile, holiday sales estimates are all over the map, ranging from 3.5 to 6 or more percent year over year. Everything is a moving target.
Either way, retailers and brands are set on building up their seasonal workforce.
S. retailers and brands to hire somewhere between 325,000 and 375,000 seasonal workers for the 2026 holiday shopping season. This compares to roughly 356,000 seasonal hires in 2025.
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