Amazon will once again beef up its workforce in the fourth quarter to handle the expected shopping surge that comes with the holidays. This year, though, it could be responsible for nearly half of all seasonal hiring in the retail sector.
The retail giant says it plans to create 250,000 jobs in the U.S. That’s on par with the number of people it hired last year – and in 2023. That not only underscores Amazon’s standing among shoppers, it also puts a spotlight on expected slower sales at some competitors.
Seasonal hiring is nothing new. Every year as temperatures get brisker, retailers put the call out for workers looking to make some extra cash and help handle the expected stampede of shoppers. This year, though, outplacement firm Challenger, Gray and Christmas estimates retailers will add fewer than 500,000 positions overall, the smallest level of seasonal hiring in 16 years.
For comparison’s sake, retailers added 543,100 jobs in the fourth quarter of 2024.
Amazon says it will be hiring for full-time, part-time, and seasonal positions in its search. Regular full- and part-time employees will earn an average of $23 per hour with benefits. Seasonal workers could earn over $19 per hour. People interested in applying can peruse openings at amazon.com/localjobs or text NEWJOB to 31432 to sign up for job alerts
Amazon suggests you apply quickly if you see a job that raises your curiosity.
“We find that our seasonal roles are really popular—often filling up within minutes of being posted—because they meet different needs for so many different people,” the company wrote. For some, it’s a few months of extra income to support their families during the holidays. For others, it’s the first step in building a new career path.”
While the numbers from Amazon are largely in line with expectations, the fact that the company is announcing how many seasonal hires it is planning is somewhat unusual in the retail space this year. Large competitors, such as Target, have opted not to disclose their total number of seasonal openings for 2025. (Last year, Target announced it would be bringing 100,000 people on board.) Kohl’s, also, has declined to give its hiring target number.
Some smaller retail chains have given numbers, though. Bath & Body Works plans to bring on 32,000 workers, including 2,000 workers in distribution centers. And Spirit Halloween will hire 50,000 seasonal employees.
The lack of big hiring announcements from retailers could indicate they’re expecting consumers to be less eager to spend this holiday season. Tariffs have resulted in higher prices for everything from toys to decorations. Inflation is looming. And a weakening job market (beyond retail) could mute spending as well.
“While we could see a late hiring push if holiday sales surprise to the upside, the cautious pace of announcements so far suggests that companies are not betting on a big seasonal surge. This year may be more about doing more with less,” said Andy Challenger, senior vice president at Challenger, Gray & Christmas.
The National Retail Federation (NRF) predicts U.S. holiday retail sales will grow between 2.9% and 3.4%. That’s slightly lower than last year’s gain. All totaled, the group expects consumers to spend between $5.42 trillion and $5.48 trillion this year.
“Significant policy uncertainty is weighing on consumer and business confidence,” NRF President and CEO Matthew Shay said.
Analyst surveys back that thinking up. A survey of 367 U.S. consumers by Gartner found that 40% of shoppers expect to see fewer discounts this year and 75% said they are expecting to have to spend more to get presents for friends and loved ones due to higher prices at retailers. PwC, meanwhile, said over 80% of consumers plan to cut back on seasonal spending over the next six months.
