Santas and Elves Wanted: Holiday Hiring Trends and Tips for 2023

Nearly all U.S. retailers (96 percent) are planning to hire at least some workers for this year’s holiday shopping season, compared to 40 percent last year, according to HR software provider UKG.

Macy’s alone is seeking to fill over 38,000 seasonal positions across its Macy’s, Bloomingdale’s and Bluemercury stores, along with its distribution centers. Walmart, on the other hand, announced in September that it plans to hire 40,000 workers for the holiday season—less than a third of the 150,000 it hired in 2022.

“The entire job market obviously contracted due to COVID-19, so hiring for holiday-related jobs was depressed for 2020 and 2021,” explained James Neave, head of data science at job search engine Adzuna. “Post-pandemic, there’s pent-up consumer demand and a strong desire for people to return to normalcy for the holidays.”

Not only are employers hiring clerks and delivery drivers, but also Santa Clauses and elves.

Santa Claus roles are currently open across the country, including at a Stew Leonard’s supermarket in Paramus, N.J., and at the Six Flags Fiesta Texas amusement park in San Antonio­. Elves are wanted too, at places such as the Fairmont Scottsdale Princess hotel in Arizona. “The Santa and elf outfits tend to be provided by the employer,” noted Neave, “and the pay is relatively competitive, with Santas being offered around $25 an hour.” 

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Finding holiday help in a tight labor market is never easy: 61 percent of retailers are concerned they won’t be able to hire enough seasonal workers to fulfill their needs, according to UKG. 

Retailers face challenges due to the industry’s relatively low pay and less-than-stellar reputation, as sales associates must deal with shoplifting and stressed-out, sometimes angry shoppers.

How can employers hire qualified Santas, elves, gift wrappers and light installers, not to mention seasonal sales associates and cashiers? We asked some experts, who offered the following advice:

1. Get the basics right. “Offering a competitive hourly rate and reasonable working hours are generally the most important factors for attracting holiday job candidates,” Neave said. “Paying a store Santa Claus $25 an hour is attractive compensation, but nobody wants to be in a hot Santa suit for long hours.” 
2. Extra perks matter. Small differences can matter to candidates in a competitive market, Neave noted, so being more generous with employee discounts and other perks, such as free snacks, can help you attract applicants who might be weighing four or five job opportunities this holiday season.
3. Have a strong employer brand. “An employer’s brand influences candidates’ choices,” said Tara Furiani, host of the Not the HR Lady podcast, “so companies seeking holiday help should showcase their commitment to pay transparency, sustainability and responsibility.” All things being equal, seasonal employees prefer to work for employers who share their values.
4. Use AI and automation in the hiring process. Furiani believes AI-driven recruitment tools can streamline the seasonal hiring process and provide a more personalized candidate experience, while meeting the expectations of tech-savvy job applicants. “If you’re not using tech in your holiday hiring this season, you’re already way behind the curve and should add it to your holiday to-do list,” she said. 
5. Hire for soft skills. All holiday-themed and public-facing roles require strong soft skills. “Santa Claus and elves’ roles demand a blend of theatrical skills and emotional intelligence,” said Furiani. “Soft skills like empathy, adaptability and cultural sensitivity are crucial for success in these holiday roles, as is reliability and a willingness to work in a high-energy, seasonal work environment.” 
6. Help your managers help seasonal employees succeed. “Provide managers with the tools and insights needed to effectively oversee seasonal workers,” said Rob Klitsch, industry principal and marketing director, retail and hospitality at UKG. “Seasonal workers should be given well-defined goals so expectations are clear from the start and seasonal employees know they’re on track.”
7. Create processes for turning good seasonal hires into permanent employees. “Seasonal workers can become valuable additions to your permanent workforce, so develop pathways for seasonal recruits to transition into permanent positions,” Klitsch said. “Implement an offboarding system with tailored exit strategies to enhance the employee experience and encourage return engagements” for next season or permanent employment, depending on your current needs.

For any employer looking to hire this competitive holiday season, Neave offered a final word: “It’s a tough labor market out there, so if you want to attract the best Santa Claus candidates and top-notch elves, you’d better be on top of your hiring game.” 

Joseph Romsey does his holiday shopping from Boston.