Target, the American retail giant, has announced plans to employ approximately 100,000 seasonal workers for the upcoming holiday season, maintaining hiring levels consistent with the past three years.

This move comes as analysts predict a slower pace of holiday shopping in 2024, with retail sales expected to grow at their slowest rate in six years.

The Minneapolis-based retailer said the seasonal positions would be spread across its stores and supply chain facilities, with the majority of roles based in-store. These temporary staff will support various operations, including order pick-up, drive-up services, and product stocking.

Brian Cornell, chair and chief executive officer of Target, commented on consumer behaviour, stating, "Given the significant headwinds they faced with inflation over the last few years, consumers continue to focus on value as they work hard to manage their household budgets."

To attract budget-conscious shoppers, Target plans to introduce more affordable holiday items, including over half of its holiday toys priced under $20 and thousands of stocking stuffers under $5. The company will also launch its deals week programme, Target Circle, starting from 6 October.

The retailer's hiring strategy aligns with broader industry trends. Walmart, Target's main competitor, indicated its holiday hiring plans would be consistent with recent years, prioritising additional hours for existing employees before bringing on new seasonal workers.

Deloitte, a leading consultancy firm, projects holiday retail sales to increase between 2.3 per cent and 3.3 per cent, reaching $1.58 trillion to $1.59 trillion between November and January. This represents a slowdown compared to the 4.3 per cent growth observed in 2023.

Akrur Barua, an economist at Deloitte Insights, offered a cautiously optimistic outlook: "Although the pace of increase in holiday sales will be slower than last year, we expect that healthy growth in disposable personal income, combined with a steady labour market, will support a solid holiday sales season."

Despite economic challenges, Target remains confident in its ability to attract and retain talent. The company noted that over half of last year's seasonal hires were offered permanent positions following the holiday period, highlighting potential long-term opportunities for new recruits.

---