The People Behind a Successful Holiday Retail Season
As the holiday season approaches, brands are preparing for one of the busiest shopping periods of the year. Holiday collections are arriving, seasonal campaigns are launching, and retailers are getting ready to welcome more customers both in stores and online.
For consumers, the holidays are often about discovering new products, finding the perfect gifts, and enjoying the shopping experience. Behind these experiences is an entire network of professionals working to bring the season to life.
From the teams developing holiday collections to the employees helping customers on the sales floor, a successful retail season involves much more than what shoppers see.
A New Approach to Holiday Hiring
Holiday hiring has long been a part of the retail industry, but the way brands prepare for seasonal demand continues to evolve.
According to the National Retail Federation, holiday retail sales are expected to grow 4.2% in 2026, with retailers projected to hire between 325,000 and 375,000 seasonal employees. While the demand for additional talent remains, many companies are taking a more measured approach to staffing.
Some brands are focusing on filling specific gaps within their teams, while others are exploring part-time and temporary positions that provide flexibility beyond the traditional holiday season.
For retailers, the challenge goes beyond bringing in more employees. Finding people who can adapt to a fast-paced environment, understand the brand, and contribute to a positive customer experience is just as important.
The People Behind the Holiday Experience
When thinking about holiday hiring, retail associates and store managers are often the first roles that come to mind. While these employees play an essential part in creating memorable shopping experiences, a successful season depends on talent across many different areas of a business.
Long before a customer walks into a store or places an online order, teams are working to bring products, campaigns, and shopping experiences together.
Design and Product Development: Holiday collections often begin months before they reach the retail floor. Designers, technical designers, and product development teams create products that reflect a brand's identity while meeting seasonal demand.
Merchandising and Buying: Merchandising and buying professionals help determine which products customers will see throughout the season. Their understanding of consumer preferences, inventory, and emerging trends plays an important role in creating successful assortments.
Marketing and Creative: From holiday campaigns and social media content to influencer partnerships and promotional events, marketing and creative teams help brands connect with consumers during one of the most competitive times of the year.
Ecommerce and Digital: With consumers shopping across multiple platforms, ecommerce professionals help create seamless online experiences through website management, digital merchandising, and customer experience strategies.
Retail and Operations: Store leadership, sales associates, and operations teams bring the final pieces together. Whether managing busy stores, supporting customers, or coordinating inventory and fulfillment, these professionals help ensure that the shopping experience meets customer expectations.
Each of these areas contributes something different, but together they shape how a brand shows up during the holiday season.
Building the Right Team for the Season and Beyond
For brands within the fashion, home, and beauty industries, the shopping experience is often an extension of their identity. The people interacting with customers, representing products, and supporting day-to-day operations all influence how consumers connect with a brand.
During the holiday season, when teams are working under increased pressure, finding employees who understand a brand's culture, values, and customer expectations becomes especially important. A strong seasonal hire brings more than availability or previous experience. Adaptability, communication, and an understanding of the brand can make a meaningful difference during its busiest moments.
Seasonal hiring can also create opportunities that extend beyond the holidays. Temporary employees may become valuable long-term additions to a team, while increased demand can help brands identify areas where additional support will be needed in the year ahead.
At EB, we partner with brands to find talent that aligns with their needs, culture, and long-term goals. From seasonal retail support to specialized roles in merchandising, ecommerce, marketing, and operations, our industry-focused recruiters understand the importance of building teams that reflect each brand's identity.
As the holiday season gets underway, the attention may be on the collections, campaigns, and shopping experiences, but the people behind them are what bring everything to life.
Looking to strengthen your team for the season ahead? Connect with EB to learn how we can support your hiring needs.