For generations, retailers like Macy’s, Target, and Gap scrambled to hire a small army of workers each fall to prepare for the critical holiday shopping season. Rushed through brief training, these part-timers would be thrust into the seasonal chaos—ill-prepared, overwhelmed, and struggling to keep up with productivity. Come January, after the frenzy subsided, they moved on, their brief tenure marking the cyclical nature of holiday staffing.
While this model worked for much of the last century, today’s dynamic retail environment demands a new approach—especially for heavy shopping periods outside the holiday months.
Today, a number of retailers are shifting from traditional seasonal hiring to developing and investing in core staff year-round, relieving the reliance on short-term hires. This shift aligns with the changing labor market, where part-time and gig work is on the rise and competition for talent is fierce. Companies must build a more flexible, committed workforce model.
Retail is one of the largest employers for first-time hires, with jobs that can be stepping stones to future roles in management. So, while merchandise discounts are certainly a draw for new associates—especially during the holidays—the frontlines of retail are where skills are built and careers begin.
Shifting from seasonal to sustainable
This year, across Gap Inc.’s distribution centers, over 700 seasonal employees transitioned into full-time roles as merchandise handlers—the result of our year-round investment in core staff.
This continuity strengthens teams, enhances customer service, fosters a sense of belonging, and deepens connections between employees and brands.
An increased focus on retention and training offers a career path and a sense of purpose, in addition to increased hours and a stable paycheck.
From seasonal worker to senior leader
Across Gap Inc., we’ve seen how sustainable retail careers can unlock potential. Take Kevin Kuntz, our SVP of Global Logistics, who started as an hourly employee at 17 and worked his way up to lead our network of distribution centers employing more than 9,000 people. His journey reflects what’s possible when companies invest in their people.
“When I started at Gap Inc. as a seasonal employee, I thought it would be temporary. But I was eager to learn, and the company gave me opportunities to grow. I had great mentors who stoked my curiosity and embodied our company values and what it meant to be a great leader. More than 30 years later, I wouldn’t change that choice for the world,” said Kuntz.
Stories like his show that retail can be a springboard for long-term success and that there is potential in every role.
The evolving retail role
Retail is evolving rapidly, and so is the nature of work—which is why it is important to reimagine the frontline employee experience by integrating technology to make work more engaging, impactful, and scalable to meet fluctuating demand.
For example, robotics in stock delivery and order fulfillment allow employees in our Gap Inc. distribution centers to build new capabilities for high-touch job functions while supporting career development. As demand increases, robot arms and machine packers help add capacity—enabling employees to maintain high performance where it’s needed most.
When companies view every role as an investment towards capability development—whether it’s on the store floor, in a distribution center, or at corporate headquarters—employees learn essential skills like problem-solving and customer service, ensuring that both the business and their individual careers are well positioned for the future.
Investing in employee well-being
Retail work isn’t just about what happens on the clock; it’s about improving employees’ overall quality of life – which is why it’s important to continually assess benefits to ensure every employee has the resources they need to thrive.
At Gap Inc., part-time and full-time employees alike have access to a portfolio of health and well-being resources – including 12 free mental healthcare sessions per year for employees and their families – support navigating healthcare systems, free digital fitness and meditation classes, 401(k) and other financial planning programs, a discounted stock purchase program, a 50% merchandise discount across all our brands, care-taking support, and more. Where possible, employees in stores and distribution centers are paid weekly, offering greater financial flexibility.
A vision for the future
The holidays are a time for connection, celebration, and gift-giving. But behind every purchase and customer interaction, there’s a team member working to create an exceptional experience. And if your company is doing it right, they aren’t just seasonal workers; they’re incentivized to stay, create a meaningful impact, and become part of something bigger.
Now is the time to reimagine what it means to work in retail and build a workforce where every employee feels seen, heard, and valued, and every career has purpose.
