Sonoma County retailers are hiring for the holidays

  • Thomas Martin stocks shelves at Toys"R'"Us on his first day as a seasonal worker on Friday, October, 19, 2012.

    (John Burgess/The Press Democrat)

The holiday season is full of anticipation, with children longing for toys and gadgets and families planning elaborate gatherings with friends.

For many of the unemployed, the biggest hope is to find a job that can help pay the bills. And with current retail forecasts, their chances are looking good.

The National Retail Federation released its most optimistic sales forecast since the recession, predicting that holiday sales will increase 4.1 percent to $586.1 billion.

Retailers are staffing up to meet that demand. More managers are planning holiday hires than at any time in the past five years, according to a poll conducted by Ipsos Public Affairs for Snagajob.com, a network for hourly employment.

"We're in the throes of it already, for the holiday planning and hiring and scurrying around," said Krista Kinney, director of employment for the northwest region at Macy's. "Our business is up a bit, and we certainly want to have enough folks to service the customers."

Nationwide, Macy's plans to hire 80,000 employees nationwide this holiday season, about 2.5 percent more than last year. Many of those temporary workers will end up with a regular job. The company keeps about 20 percent to a third of its holiday hires permanently, Kinney said.

Target plans to hire 80,000 to 90,000 people, and retained about 30 percent of the seasonal workers it hired last year, the company said.

At Toys &‘R' Us, which plans to hire 45,000 this year, the local store on Santa Rosa Avenue has hired 20 of the 100 workers it plans to bring in this season.

"We're just looking for really quality people who want to have fun and have energy, and are hard-working as well," said Lindsey Mohr, a local human resources manager. She said the store had 25 percent fewer applicants than last year.

Even so, many applicants are competing for a handful of positions. At the REI store in Santa Rosa, about 250 people applied for holiday work and 17 were hired, the store's assistant manager said.

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