Retail Peak Starts Now: Don’t Miss Your Window

Everyone wins when you plan to recruit for peak season

For retailers, peak season doesn’t start in December - it starts now. Labour Weekend marks the unofficial kick-off to the biggest trading period of the year in New Zealand, but the groundwork for success begins months earlier. And this year, the clock is ticking faster than ever. With unemployment at 5.1% and underutilisation at 12.3%, the talent pool is tight. Leading retailers have already kicked off their search, with seasonal roles already being advertised, and the best candidates are going fast. 

According to the 2025 Retailworld Salary Guide, 73% of retailers are finding it harder to hire quality staff compared to last year, and 62% have increased salaries to remain competitive in attracting and retaining talent. 

Why August is Your Critical Window 

Here’s the reality: most candidates won’t leave their current roles mid-peak. If you’re planning to recruit in late September or October, you’re likely too late. The hiring cycle takes longer than many anticipate - typically 8 to 10 weeks from sourcing to interviews, notice periods, and onboarding, making it essential to move now if you want your team trained and customer-ready by Labour Weekend. 

What Happens If You Wait? 

Miss the August/early September window, and you risk going into peak with: 

● Unfilled roles, placing pressure on your existing team 

● Rushed hiring decisions that compromise quality 

● Training gaps that affect customer experience 

● Burnout and attrition, which cost more in the long run 

Retailers who delay often find themselves onboarding new staff during their busiest weeks. This not only affects service and morale, but also directly impacts sales. A poorly prepared team during peak is the fastest way to lose market share. 

Plan Your Peak Hiring Like a Pro 

A structured hiring plan gives you more than just coverage; it creates a competitive advantage. Here’s how to set yourself up: 

1. Forecast Early 

● Review last year’s trading data 

● Consider growth factors like new stores or extended hours 

● Build in buffers - what if key team members resign or go on leave? 

2. Engage Candidates Now 

● Advertise roles early and tell your brand story 

● Leverage employee referrals - they’re fast and effective 

● Offer flexibility to appeal to a broader range of candidates 

3. Prioritise Onboarding & Training 

● Schedule onboarding and product training now 

● Get systems training done ahead of time 

● Focus on delivering standout customer experiences - this is where loyalty is won 

Think Beyond “Just Seasonal Staff” 

Peak hiring isn’t just about extra hands on the shop floor over Christmas. It’s also about securing key store leadership and critical support office roles, from planners and marketers to e-commerce and operations leads, who play a strategic role in supporting peak trade performance. 

And it’s not just about the now: over 60% of today’s senior retail leaders started their careers on the shop floor, often seasonal or part-time roles. That’s proof that a smart seasonal hiring strategy can lay the groundwork for your future leadership pipeline. 

Beat the Rush – Start Now 

The takeaway is simple: August/early September is your key hiring window. Waiting until late September or October (or even later) means fewer options, more pressure, and a higher risk of missing out. The retailers who act now will be the ones celebrating come November and December, and beyond. 

The timeline below breaks down the average hiring process and shows why starting now is essential to have your team ready by Labour Weekend: 

Plan, plan, plan - time is ticking

Need Help? 

Retailworld connects leading retailers with top talent - fast. Get in touch today to make sure your team is ready for the season ahead. Want a copy of the 2025 New Zealand Retail Salary Guide? Reach out to Retailworld and request a copy today!