The holiday season is the busiest time of year for most retail businesses and also the time when staffing mistakes are most likely to happen. Between Massachusetts labor law quirks, employee scheduling headaches, and customer expectations that rise every year, there’s a lot to manage before the first string of lights goes up.

Here’s what Massachusetts retail owners need to know heading into the season.

Build Your Holiday Staffing Plan Early

The biggest mistake retail owners make heading into the holiday season is waiting too long to think about staffing. By the time November arrives, the available talent pool has thinned considerably. Most people looking for seasonal work have already committed somewhere else.

Start by mapping out your busiest anticipated days and identifying where you’ll need extra coverage. Black Friday, the weekends leading up to Christmas, and the week between Christmas and New Year’s are typically the highest-traffic windows for retail. Build your schedule around those peaks first, then fill in around them.

Once you know what you need, give your current team as much advance notice as possible. People plan their holiday time carefully. The more lead time you provide, the more goodwill you build, and the better the schedule you’ll end up with.

Where to Find Seasonal Help in Massachusetts

Posting on the big job boards is fine, but Massachusetts has some more targeted options worth knowing about.

MassHire Workforce Centers are free for employers. They help you post openings and connect with job seekers across the state. If you’ve never used one, it’s worth a quick call to your regional center.

Local colleges and universities are an underused source of seasonal talent. Massachusetts has one of the highest concentrations of college students in the country, and many are looking for part-time or seasonal work during the fall semester and winter break. Reach out to campus career centers directly. It’s usually free to post, and the response time can be faster than you’d expect.

Your existing customers are another overlooked option. The people who already love your store make natural brand ambassadors and often jump at the chance to work somewhere they genuinely enjoy. A small sign at the register or a note in your email newsletter can surface interest quickly.

When you bring seasonal help on, invest a little time in real onboarding. Someone who understands your products, your return policy, and how you want customers treated is worth far more during a busy Saturday in December than someone who was handed an apron and pointed at the register.

Set Your Holiday Hours Early and Communicate Them Clearly

Customers are planners. They look up your hours before driving to your store, and nothing frustrates a holiday shopper more than arriving to find unexpected closures or limited hours. Get your holiday schedule finalized as early as possible and then spread the word:

• Update your Google Business Profile hours for each holiday
• Post your hours on your website and social media profiles
• Put a sign in your storefront window with the full holiday schedule
• Include holiday hours in your email newsletters leading up to the season

If your hours vary by week or by specific holiday, be explicit about it. “We’re open regular hours except for Thanksgiving (closed) and Christmas Eve (closing at 3 p.m.)” is more useful than “Holiday hours may vary.”

Manage Customer Expectations Proactively

The holiday season compresses timelines and raises emotions. Customers expect faster responses, quicker shipping, and more availability, all at the same time your team is stretched thin. A few things that help:

Be transparent about inventory. If something sells out, say so quickly. A customer who hears “we’re sold out but here’s where else you might find it” feels better than one who feels misled.

Communicate wait times. If your busiest days create longer lines or slower service, acknowledge it rather than ignoring it. A small sign or a quick note from staff goes a long way.

Have a clear gift exchange or return policy posted. The week after Christmas generates a wave of return traffic. Make sure your policy is visible and that your team is aligned on how to handle it consistently.

Plan for the January Slowdown Now

It’s easy to focus entirely on November and December and forget that January is coming. The post-holiday drop in traffic and revenue hits hard, especially if you over-hired, over-ordered, or ran promotions that ate into your margins.

A few things worth thinking about before the season starts:

• Build a small cash buffer for January if you can
• Avoid over-committing to seasonal staff who you’ll need to let go in the new year
• Plan a January promotion or event to keep some momentum going

The businesses that come out of the holidays strongest are the ones that went in with a plan for both the rush and the recovery.

Making the Most of the Season

The holidays are an enormous opportunity for Massachusetts retail owners, but only if you’re prepared. Know your legal obligations, hire early, communicate your hours clearly, and set realistic expectations with both your team and your customers.