Holiday hiring 2026: Amazon goes big as retailers stay cautious

Amazon said on October 20 that it plans to hire more than 300,000 people across its US operations for the holidays, up from 250,000 in each of the past three seasons. Almost everyone else is hiring carefully. That split defines holiday hiring 2026, and it gives small and mid-size employers a real opening if they move in the next few weeks.

Here is what the big employers have announced, what the forecasts say and a practical plan for staffing up before the rush.

What the big employers announced

Amazon is hiring for seasonal, part-time and full-time roles in its fulfillment and delivery network, according to the company's announcement. Seasonal workers will average $20 an hour, and full-time operations jobs start at no less than $20. Starting January 1, 2027, eligible seasonal staff working at least 30 hours a week get access to health coverage. CBS News reports the target is up 20% from last year, and new openings will be posted weekly through December.

UPS plans to hire 100,000 seasonal workers to sort, move and deliver packages, Reuters reported on October 7. That is down from 125,000 in 2024, and it comes as UPS cuts up to 30,000 operational jobs and closes 24 facilities this year while it shrinks the volume it handles for Amazon. Reuters notes that daily package volumes tend to double during the peak, which runs from late November into early January.

Macy's has not given a headcount, but it is running nationwide hiring events on September 24, October 22 and November 19 for its stores and some supply chain sites, with pay ranges listed in every posting.

Earlier in the fall, Spirit Halloween said it would hire 52,000 seasonal associates and Michaels said more than 10,000. As of Challenger, Gray & Christmas's September 23 outlook, several familiar names, including Target, Kohl's and FedEx, had not published 2026 targets.

What the forecasts say about holiday hiring 2026

The National Retail Federation expects holiday sales to grow 4.2% to $1.013 trillion, but it forecasts only 325,000 to 375,000 seasonal retail hires, roughly in line with last year's estimated 356,000. NRF points to higher gas prices, persistent inflation, higher interest rates and consumer debt as reasons retailers are holding back.

Challenger, Gray & Christmas, which tracks fourth-quarter retail job gains, found that retailers added 461,500 jobs in late 2025, the smallest holiday gain since 2008. It expects about 450,000 this year. Transportation and warehousing added 266,500 jobs in the fourth quarter of 2025, the lowest since 2018, and Challenger forecasts a similar total for 2026. Andy Challenger described the approach as "restocking staffing plans surgically" rather than returning to the big hiring waves of past years.

The reason is partly structural. Large retailers and shippers are leaning on automation, their existing staff, on-demand worker pools and flexible schedules instead of mass seasonal hiring.

In a cautious season, the fastest clear offer usually wins.

What it means for small and mid-size employers

Three signals matter if you run a shop, restaurant, warehouse or service business and need extra hands this holiday season.

• The pay benchmark is public. The biggest seasonal employer in the country is advertising a $20 average. You may not match it, but applicants will compare, so know where you stand and be ready to explain what else you offer.
• The big hiring windows are now. Amazon posts new jobs every week and Macy's holds its next hiring event on October 22. Applicants who want holiday income are deciding in the next few weeks, not in December.
• Many chains are not adding much. With flat retail forecasts and UPS hiring fewer people than in 2024, some workers who usually pick up holiday shifts at large employers may be looking elsewhere. A smaller business that responds quickly can reach them first.

How to staff up for the season in three weeks

Seasonal hiring rewards preparation more than budget. You do not need a recruiter or a big advertising spend, just a clear plan and quick follow-through. Here is one you can start this week.

1. Set the numbers. Decide how many people you need, which days and which shifts, and when the season ends. Put the schedule in the job post so applicants can judge fit immediately.
2. Show the pay and the perks. State the hourly rate, plus anything a big employer can't easily match: predictable shifts, hours around school or a second job, an employee discount or a short commute.
3. Call your bench first. Past seasonal workers, part-timers who want more hours, employee referrals and even loyal customers are often your fastest hires.
4. Shrink the process. One short interview, a quick reference check and an offer within a day or two. Every extra step is a chance for a candidate to accept somewhere else.
5. Talk about what comes next. Challenger notes that nearly half of last year's seasonal in-store roles at Michaels became regular positions. If you can keep strong people after January, say so up front.
6. Plan day one. A one-page guide, a named buddy and a short training block help seasonal staff become useful in their first shift.
7. Build in a cushion. Hire one more person than your bare minimum, or keep a short backup list of strong applicants. Seasonal schedules shift, and a ready replacement saves a frantic week in December.

Before you hire, check how your state treats seasonal and temporary workers for things like overtime, breaks and benefits eligibility. If you are unsure, talk to an employment lawyer or your payroll provider.

Job Elf tip: Before scheduling interviews, watch a candidate's short video introduction and scan their experience. Two minutes of that often tells you more about how someone will greet customers than a ten-minute phone screen.

On Job Elf you can search candidate profiles for retail, warehouse, delivery and customer-service experience, and our employer resources cover onboarding and fair hiring.

The bottom line

Holiday hiring 2026 is lopsided: Amazon is going big while most retailers and carriers hold steady or pull back. For smaller employers, that is an opportunity. Set your schedule, show the pay, call your bench and make offers fast, and you can be fully staffed before the season's busiest weeks.