Retail is one of the biggest industries in the US, and if Black Friday is the most important day of the year for stores and shoppers across the country, then it’s also one of the most significant days on the economic calendar. What can job postings and skills data tell us about Black Friday trends, and the retail industry as a whole?
“Black October”
Over the years, it’s felt like the start of Black Friday keeps moving earlier and earlier: from 8 a.m. to 5 a.m. to midnight, and then to even days and weeks before Thanksgiving. This year, the earliest deals are starting on November 7 (!!). But from an employment perspective, the holidays begin even earlier.
Job postings show a consistent, critical pattern in retail hiring: October consistently marks the beginning of a significant recruitment wave. Retailers strategically ramp up their workforce in anticipation of the holiday shopping frenzy, before Black Friday officially kicks off the season.
Skills Defining Modern Retail Roles
Skills are the fundamental unit of the labor market, telling us far more about supply and demand in the labor market than occupations on their own. And for retail jobs, this shows us the type of work that managers and sales associates are performing. In an era when online shopping is so prevalent, many of the top-requested skills for retail jobs are about the personal relationships and physical space required to shop in person.
Customer Service, Sales, and Communication are the most-requested skill categories among retail jobs
"Lifting Ability" and “Cleanliness” rank among the top 10 required skills, highlighting the physical demands of retail work, in contrast to information-focused desk jobs.
Among emerging skills seeing the greatest growth from 2023 to 2024 include Multitasking and Coordinating, indicating a growing importance in flexibility and versatility in a modern retail environment. Interestingly, though, knowledge of both English and Spanish are top emerging skills, as well, signaling a growing emphasis on diverse workforce recruitment and serving a diverse customer base.
A Growing Need but a Dwindling Supply
The growing importance of speaking Spanish (and specific requests for English speaking) both suggest a greater reliance on immigrant labor to fill key roles. Since demand for retail jobs is so high, particularly this time of year, employers need to tap every resource possible to maintain talent pipelines.
The Rising Storm, research published this year from Lightcast, demonstrated that a worker shortage will hit the US by the end of the decade, and that jobs and industries like retail—with low education requirements, relatively low pay, and disproportionately staffed by older, younger, and immigrant workers—would be among the hardest hit.
That threat shows itself in social profile data that indicates retail-related college majors are declining sharply in popularity. This could be for the exact qualities described in The Rising Storm: the retail sector is often associated with low-wage, part-time, and unstable employment. Students may be less interested in pursuing a career in retail if they perceive limited job security, fewer opportunities for advancement, and comparatively lower salaries. A lack of flexibility could also play a role—with the rise of hybrid and remote work after COVID-19, students may feel that retail jobs which are primarily in person lack the flexibility they would want.
As you refine your talent strategies for the new year, consider how the transformation of Black Friday itself mirrors broader workforce trends in retail and beyond. The event has evolved from a single-day sprint to a weeks-long marathon, requiring adaptable staff who can maintain high performance across extended periods. Your recruitment approach needs to reflect this reality – attracting candidates who can thrive in an environment where traditional retail skills meet digital expertise.
The future of retail workforce planning isn't just about filling positions for peak shopping days; it's about building resilient, adaptable teams that can excel in an industry where the only constant is change. Employers’ ability to attract, develop, and retain talent that bridges traditional and emerging skill sets will be key to your organization's success in its next chapter.
