The holiday season isn’t just a sprint — it’s a marathon. From pre-Black Friday surges to the flurry of returns and post-holiday deals in January, retailers face pressure to deliver seamless customer experiences while keeping operations running smoothly. This extended peak period, which now represents nearly 30% of annual retail sales, is no longer just a test of sales, but a test of leadership.
Retail turnover among seasonal workers hit an estimated 60% in 2024, highlighting the critical need for tools and strategies that engage and empower frontline teams during peak periods. For retailers, the ability to energize their workforce while maintaining operational excellence can mean the difference between a profitable holiday and one defined by missed opportunities.
In a retail landscape defined by shifting consumer expectations and operational complexities, leadership isn’t just about meeting demand — it’s about transforming challenges into opportunities.
Michaels, North America's largest supplier of arts, crafts, framing, floral and DIY home décor, demonstrates how investing in employee engagement, streamlining operations and leveraging real-time tools can create a ripple effect: boosting productivity, enhancing customer experiences and positioning the business for long-term success.
These strategies offer a playbook for retailers aiming to navigate the holiday marathon and thrive in an increasingly competitive market.
Empowering the frontline workforce
Retail success during the holidays hinges on a simple truth: engaged employees deliver better customer experiences. Yet, many retailers struggle to sustain engagement, particularly during the busiest time of the year. For Michaels, the solutions lay in redefining how it connects and supports its frontline teams.
"One of the biggest strategic priorities for us right now is team member engagement and really investing in how we enhance that," said Tiffany Reese, Director of Workload and Communications at Michaels.
Through its innovative frontline engagement platform, Mik Check, powered by YOOBIC, Michaels transformed how employees interact with their tasks, managers and each other.
YOOBIC's all-in-one solution provides Michaels with the tools to simplify workflows, enhance communication and ensure frontline employees have everything they need to succeed during the busiest time of year. By centralizing communications, task management and training on a mobile-first platform, Michaels has created an environment where employees feel informed, supported and valued. The results speak for themselves: employee engagement rates jumped from 30% to over 80%, fostering a more connected and motivated workforce.
"We have noticed a change with the employees, the morale and the productivity,” said Matt Tarrer, a Michaels store manager. “I've noticed more involvement. I've noticed more ownership. I'm seeing tasks being executed at a higher level."
Streamlining operations for peak efficiency
In the fast-paced holiday season, even minor inefficiencies can snowball into missed opportunities.
Mik Check became the backbone of this transformation, allowing Michaels to centralize and simplify task management across its entire store network. Managers can assign and track tasks in real-time, ensuring consistent execution, while frontline employees gain instant access to the tools and information they need to stay ahead of the holiday rush.
“Working with YOOBIC as a partner has been one of the best experiences,” said Tiffany Reese, Director of Workload and Communications at Michaels. “I don't think I've heard a 'no' yet... every step of the way we've had somebody that's been an expert and has been there to help us do exactly what we need to do.”
Harnessing real-time insights for adaptability
Through Mik Check, Michaels’ leadership gained instant visibility into key performance indicators across its entire store network. From tracking merchandising execution to monitoring staffing levels, the platform provided actionable insights that empowered managers to make precise, timely adjustments.
"Real life drill — in the boardroom, and I'm being asked about a particular merchandizing set," says Chris Freeman, SVP Store Operations, Custom Framing & Artistree Manufacturing. "Within seconds I'm able to pull up the platform and take a look at execution across the entire chain."
By leveraging real-time insights, Michaels turned holiday challenges into opportunities, consistently delivering on customer expectations and reinforcing its reputation as a leader in retail excellence.
“Michaels has truly set the bar for how to leverage real-time insights to navigate the complexities of the holiday season,” said Noreen Allen, Chief Marketing Officer, at YOOBIC. “Their ability to execute consistently at scale while maintaining flexibility is a model for the industry. It’s a testament to the power of combining forward-thinking leadership with innovative tools.”
Turning challenges into opportunities
For retailers looking ahead to 2025, the lessons are clear:
● Invest in your frontline workforce
● Adopt mobile-first, data-driven solutions
● Plan for flexibility
With consumer expectations continuing to rise, retailers must embrace innovation and adaptability to remain competitive. Michaels demonstrates that leadership isn’t just about meeting demand — it’s about exceeding it.
As we head into 2025, the question isn’t just how to survive another holiday season — it’s how to lead through it.
To showcase this further, Michaels and YOOBIC will be hosting a Big Ideas Session: Michaels’ 6 Strategies for Operational Excellence in Peak Season, at the National Retail Federation (NRF) 2025 on January 14, which will explore strategies for operational excellence during peak seasons. Click here for details.
