India is about to see the second half of 2025, and the festival season, featuring Raksha Bandhan, Ganesh Chaturthi, Dussehra, Diwali, and Christmas, should witness a serious spike in recruitment action. Unlike before, though, festive hiring for 2025 is anticipated as a more nuanced turn based on evolving consumer patterns, technology uptake, and shifting labour dynamics.
CHANGE IN RECRUITMENT PATTERNS
Seasonal hiring, which was initially a domain of retail and physical offline stores, has gradually shifted towards e-commerce, logistics, and gig-based or freelance employment over time. Seasonal hiring in 2024 also grew at a rate of 20 percent over the previous year, as per a report released by TeamLease Services.
The trend carries on to 2025 as well, wherein short-term contract jobs rise at a rate of 25-30 percent, primarily due to online shopping and last-mile delivery niches. Key players like Amazon, Flipkart, Meesho, and JioMart will hire over 300,000 gig and part-time workers to cater to the demand during the festive season.
These consist of delivery executives, warehouse associates, and customer support representatives. Here is where the twist lies – recruitment is no longer restricted to metro locations Tier II and Tier III cities contribute as much as 40 percent of the festive season manpower, reflective of increasing digital penetration and consumption in smaller markets.
TECH AND AUTOMATION STEAL THE LIMELIGHT
2025 is also experiencing a tech-facilitated festive recruitment. Recruitment with the help of AI-driven tools and onboarding through apps has significantly cut down time-to-hire. Zepto and Blinkit are employing algorithmic planning to schedule shifts and maximise workforce optimisation.
Aside from this, more and more recruitment sites are employing AI-driven matching processes to pair the ideal candidate with the best-suited job. This has resulted in a 15 percent boost in recruitment success, reduced turnover and improved seasonal employee satisfaction.
EVOLVING WORKFORCE PREFERENCES
One of the most significant trends this year is workforce preference evolution. The effect of hybrid and flexible work arrangements experienced and brought about during the pandemic has changed expectations even for gig jobs. A recent job search survey conducted by Naukri.com mentioned that 68 percent of jobseekers liked flexible shifts, and 54 percent of jobseekers sought work where they could learn a skill or upskill even temporarily.
Firms are fighting back by bundling up rewards such as performance-based bonuses, on-job training, and retention incentives in a bid to attract top-class talent. Firms that can offer room for growth, including temporary jobs, are witnessing increased candidate engagement and lower turnover.
WHAT’S NEXT?
Holiday hiring in India in the days to come will be more structured, data-driven, and fair. The opportunity to expand up to USD 455 billion by 2029 offers a talent strategy and inclusion of the gig economy in the form of seasonal hiring. Employers will need to spend on digital infrastructure, candidate experience, and the wellbeing of employees in a bid to stay competitive.
In the short term, look for a blend of human and AI capability to drive hiring in numbers, with regulation adherence, velocity, and customisation being the drivers. Companies that can marry their hiring plan with employee aspirations and market need will be this holiday season’s winners.
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