(Reuters) – Target Corp (TGT.N) said on Wednesday it would hire about 100,000 workers for the holiday season, a 43 percent increase from last year, after keeping seasonal hiring flat for the past four years. Goal last year hired 70,000 in-store workers for the vacation period, hiring cautiously along with others such as Macy’s Inc M.N., because most retailers planned for subdued sales amid growing competition from Amazon.com Inc (AMZN.O). Retailers make nearly a third of their sales and generate nearly 40 percent of the gains during the holiday season, which starts a day after Thanksgiving and continues into January. Target also said it will hire 4,500 individuals for the season during its distribution and fulfillment centers, which supply its 1,816 stores with products and fulfill online orders. The company had hired 7,500 workers to work in the centers last year as it took staffing. Target also said it had “streamlined operational processes” at the centers this year, requiring lesser staffing. The retailer has been making preparations to boost its business and take on other online rivals, which provide the same products at lower prices and Amazon and have made shopping more convenient. Target said last month it will roll out facility that was ship-from-store to stores before the holiday season, allowing more than 1,400 stores to send goods to clients. It is also extending Restock to markets before the holidays. Reporting by Sruthi Ramakrishnan in Bengaluru; Editing by Maju Samuel and Shounak DasguptaOur Standards:The Thomson Reuters Trust Principles.