For many small businesses, the run-up to Christmas is both exciting and demanding. Customer footfall increases, online orders spike, and regular staff can quickly become overwhelmed. Seasonal hiring offers a solution, but even experienced business owners can struggle to manage it effectively.
This case study looks at how one Midlands-based gift shop worked with us to solve a recurring staffing challenge during the festive period, and the approach they took to scale up successfully.
The challenge: last-minute staffing gaps
The shop had faced the same problem for several years. During December, absenteeism and unplanned staff shortages meant shifts went uncovered, leading to overworked permanent staff and frustrated customers. Although the business knew when its busiest periods occurred, it lacked a reliable system to ensure coverage. The owners came to us hoping to create a more structured approach that would prevent this recurring problem and provide consistent, high-quality service throughout the festive season.
Understanding the root cause
We began by analysing why the existing approach was failing. Many temporary staff had been friends or returning students, and while they were keen to help, availability was unpredictable. Recruitment had previously been informal, with vague adverts and limited screening, and communication around shift patterns was inconsistent. Even dependable individuals sometimes missed shifts or arrived unprepared. It was clear that the business needed a repeatable system that could ensure both reliability and clarity for temporary staff.
Planning for the season
The first step was to forecast demand accurately. Drawing on sales and footfall data from previous years, we identified peak days and times, and the roles that required extra support, including gift-wrapping, customer service, and online order fulfilment. Together, we developed a staffing plan that set out how many temporary staff would be needed in each area, when they would be required, and how shifts could be scheduled to balance coverage across the busiest periods. This planning gave the owners confidence that they would have enough staff without over-relying on any individual.
Structured recruitment
Next, we helped the business design a recruitment process that was clear, fair, and efficient. Job adverts were rewritten to specify start and end dates, typical hours, duties, and pay. Candidates were screened with brief phone conversations to confirm availability and assess reliability, and short, paid trial shifts allowed the shop to see how people performed under pressure. This more structured approach ensured that only candidates who could meet the demands of the festive rush were hired, removing the uncertainty that had caused problems in previous years.
Onboarding and scheduling
Even short-term staff need clear guidance. We developed a concise induction programme covering essential health and safety procedures, customer service standards, and the use of the till and online order systems. Staff also learned how shifts would operate and who to contact for support. Rotas were published at least a week in advance, giving staff certainty and helping prevent the last-minute scheduling issues that had plagued the previous season. The combination of induction and clear scheduling meant that temporary workers could perform confidently from their first shift.
Managing engagement and reliability
A key part of the approach was treating temporary staff as valued team members rather than stop-gap workers. We advised the shop to include them in daily briefings, answer questions promptly, and acknowledge their contribution through small gestures such as festive snacks and end-of-season thank-you notes. By fostering a positive, inclusive environment, staff were more willing to take on extra shifts when needed and less likely to drop out unexpectedly. This built both trust and reliability during the peak period.
Results
By mid-December, the shop had successfully scaled up to meet its busiest trading days. All shifts were covered, online orders were fulfilled on time, and permanent staff were no longer stretched beyond capacity. Customer service remained consistent, and the temporary staff left with a positive impression of the business. Perhaps most importantly, the shop now had a pool of reliable seasonal workers ready to return next year.
The owners reflected that what had made the difference was not simply hiring more people, but implementing a structured approach that combined forecasting, recruitment, onboarding, and day-to-day management. They had transformed a recurring source of stress into a manageable, even enjoyable, part of the business calendar.
Lessons for other small businesses
This case study highlights several practical takeaways for any business preparing for a busy season. Understanding why previous staffing approaches failed is crucial. Accurate forecasting of demand allows for better planning, while clear recruitment, onboarding, and communication ensures staff can perform effectively from day one. Treating temporary workers as part of the team encourages reliability and engagement, and monitoring shift coverage in real time allows adjustments to be made without disruption.
By approaching seasonal hiring strategically, small businesses can scale up efficiently, maintain service standards, and create a pool of seasonal staff who return year after year.
Top tips
- Forecast demand accurately: Use past sales and footfall data to identify peak periods and the roles that need support.
- Recruit with clarity and structure: Specify start and end dates, hours, duties, and pay. Use brief screenings and trial shifts to ensure reliability.
- Onboard temporary staff properly: Even short-term workers benefit from clear guidance on procedures, systems, and expectations.
- Communicate and engage: Include seasonal staff in briefings, respond promptly to questions, and acknowledge their contribution.
- Plan scheduling in advance: Publish rotas early and maintain a clear process for shift swaps and adjustments.
- Monitor and adjust: Track coverage during peak periods and make real-time adjustments to avoid gaps or over-reliance on any individual.
- Build a returning pool: Positive experiences encourage reliable seasonal workers to return in future years, reducing recruitment pressure each season.