5 Ways to Empower Retail Frontline Teams for a Standout 2024 Holiday Season

Retailers are up against the biggest holiday season yet. According to the National Retail Federation (NRF), U.S. holiday sales are projected to generate nearly $1 trillion, representing an increase of about 3 percent year-over-year. To capture this demand, retailers need a prepared, adaptable frontline workforce that can deliver exceptional customer experiences across all channels. In my experience working with retailers worldwide, one thing is clear: empowered frontline teams are the backbone of success, especially during the critical holiday season.

Holiday-ready, skilled employees are essential not only to meet the heightened demand but also to deliver experiences that keep customers coming back. Here are five targeted strategies to empower retail frontline teams for a smoother, more rewarding holiday season.

Transforming Seasonal Hires Into Brand Ambassadors

Whether it’s luxury brands on the Champs-Élysées or U.S. grocery chains ramping up for the Thanksgiving rush, seasonal staff shape customer experiences at the most critical times. This year, retailers are expected to hire up to 500,000 seasonal workers, underscoring the important role these employees play during peak periods. Far from just filling shifts, these hires often serve as the face of the brand, creating first and lasting impressions for millions of holiday shoppers.

To maximize their impact, forward-thinking retailers are increasingly leveraging microlearning tools and immersive training methods. By equipping seasonal staff with essential product knowledge and brand values through these flexible, bite-sized learning platforms, companies can transform temporary hires into knowledgeable brand ambassadors who deliver memorable shopping experiences.

Centralizing Task Management for Peak Performance

The holiday season demands operational precision on a massive scale. Behind the scenes, corporate teams — equipped with monitors and real-time data — work to direct the flow of tasks. However, it’s frontline teams who turn these plans into action. From getting displays up on cue to ensuring that fresh deliveries reach grocery shelves promptly, seasonal hires are the last link in an intricate chain.

Many of these team members, often new to the intensity of the holiday rush and with limited training, must quickly adapt to manage critical tasks. By creating centralized systems, frontline teams can quickly ramp up, becoming operationally effective in record time. At the heart of this coordination lies a simple yet powerful device — the mobile phone tucked into the pocket of every frontline worker. Purpose-built for real-time communication and task management, this tool enables each employee to stay on top of high-priority tasks, access updates instantly, and keep operations moving seamlessly.

By equipping frontline employees with centralized, mobile-friendly platforms, retailers eliminate bottlenecks, reduce duplication of effort, and enhance overall efficiency, ensuring store teams perform at their peak, even under pressure.

Adapting to Last-Minute Shopping Surges

As every holiday season rolls in, retailers brace for the surges — and unpredictability — that come with it. From trending toys sparking nationwide hunts to sudden shifts in consumer demand, the holiday rush is full of surprises. To meet these challenges head-on, retailers have invested billions in artificial intelligence, leveraging the technology to provide real-time insights into inventory and customer demand across their supply chains. AI not only mitigates the risk of overordering but also minimizes the chance of empty shelves, helping to meet customer expectations as shoppers search for those last-minute gifts.

Effective use of AI in managing surges relies on a seamless line of communication that connects corporate headquarters, regional managers, store leadership, and frontline staff. By maintaining synchronized information flow across these levels, retailers ensure that stock decisions, promotional adjustments, and staffing changes align with immediate, real-world demands.

Leveraging Real-Time Analytics for On-the-Fly Adjustments

For global giants such as Walmart, holiday readiness relies on advanced analytics that predict demand, optimize stock, and streamline staffing. But the power of real-time analytics is no longer exclusive to the largest retailers. Today, even midsized and smaller retailers can access similar technology. This means even brands with a few hundred to a few thousand locations can implement best practices during the holiday rush using real-time analytics to optimize stock and staffing levels.

While analytics often conjure images of headquarters monitoring dashboards from afar, the true value of this data comes when it reaches the frontline. Equipping store associates with real-time insights on customer foot traffic, sales trends, and inventory levels empowers them to act quickly, responding to surges or redirecting efforts to high-demand areas as they happen. A direct, efficient line of communication between headquarters and the field ensures that insights are applied in real time, aligning corporate strategy with frontline needs.

Building a Resilient Frontline Workforce

After decades working as an engineer and now as the co-founder and CEO of a retail technology company, I know that customer experience is the true differentiator. In an era when consumers can push a button and receive a package overnight from almost anywhere in the world, what sets one retailer apart from another — especially in the high-stakes holiday season — is the ability to create a memorable, human connection.

There’s an undeniable magic to the holiday season that retailers can capture through thoughtful investments in their frontline teams. Those who prioritize their workforce — offering predictable scheduling, recognition programs, and open communication channels — are the ones that create an experience that resonates with customers.

When retailers focus on the critical needs of their staff, they build an environment where employees are prepared to bring the holiday spirit to life. This commitment fosters a resilient, energized workforce that not only meets the season's demands but leaves customers with lasting memories and a sense of connection that endures long after the holiday season ends.

Fabrice Haiat is the CEO of YOOBIC, an all-in-one frontline employee experience platform.