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There,Uggs 5854, next to a small tub of Legos, is a pallet stacked with new Kindle e-readers.

A cart filled with books, toys and other stuff rolls to a stop near a plush red ladybug on a metal shelf.

And behind a counter, a young woman runs a pair of pink scissors through a sheet of blue paper, quickly wrapping a box of kitchen knives.

"Speed is of the essence, so they're working fast," says Amazon.com spokeswoman Michele Glisson, describing the scene Wednesday morning not at Santa's workshop in the North Pole, but at the company's Bellevue warehouse.

Seattle-based Amazon plans to hire about 130 temporary workers here to pack and ship merchandise for its Northwest customers this holiday season.

In all, it's hiring more than 15,500 seasonal workers to handle a coming crush of orders at its U.S. fulfillment centers an upbeat outlook that belies the tough economic times.

"The purpose of all this hiring is to support continued growth in our holiday orders," said Dave Clark, vice president of North America operations at Amazon.

The e-tailer predicts its worldwide sales for the October-through-December period will range from $12 billion to $13.3 billion, which would be an increase of between 26 and 40 percent from the fourth quarter of 2009.

Nationally, retailers could create as many as 650,000 holiday jobs, up from 501,400 last year, according to job-placement firm Challenger, Gray and Christmas in Chicago.

If October is any indication,Ugg Classic Knit Boots, seasonal hiring is off to a good start locally: New data from the Washington state Employment Security Department show King County stores added 400 jobs between September and October, providing 2,100 more jobs than a year ago. That's a welcome change from October 2009, when local retail jobs declined by 400 during the month, or 8,000 on a year-over-year basis.

Amazon began a hiring spree even before the holidays, boosting its worldwide payrolls by 2,900 in the third quarter to 31,200. What's more, it added 13 warehouses this year, an expensive move that possibly paves the way to better customer service, faster delivery and bigger product assortments. (Of those 13,Ugg Classic Cardy Boots, two are in Pennsylvania, another is in Arizona, and the rest are outside the U.S., bringing Amazon's worldwide total to about 50.)

Led by Amazon, U.S. retailers will ring up nearly $52 billion in Internet sales this holiday season, a projected year-over-year increase of 16 percent, according to Forrester Research.

While e-commerce still accounts for a small portion of total holiday sales, it continues to gain momentum with affluent, time-strapped shoppers who enjoy hunting the Web for deals, says consumer psychologist Deborah Mitchell, executive director of the Center for Brand and Product Management at the Wisconsin School of Business.

"You miss out on some of the fun things in the bricks-and-mortar world," Mitchell said. "But more and more people are willing to forgo that for the convenience of shopping online."

Also, she said, "People feel they'll get better deals because they have more information and control online. You're a click away from comparing hundreds of brands."

The National Retail Federation predicts holiday sales overall will rise 2.3 percent to $447 billion. Last year, holiday sales increased a narrow 0.4 percent after falling 3.9 percent in 2008.

Seattle-based retailer Nordstrom, which has posted monthly sales growth at stores open more than a year since October 2009, sounded a cautionary note Monday during a conference call with analysts to discuss its third-quarter earnings.

"We believe there is still some uncertainty in the current economic environment, and we do not anticipate any meaningful change in overall consumer spending over the near term," said Nordstrom Chief Financial Officer Michael Koppel.

Dana Telsey, chief executive of consulting firm Telsey Advisory Group, said stubbornly high unemployment will weigh heavily on shoppers' minds, though she also noted, "the worst is behind us."

So what does she predict will be the season's must-haves?

The Apple iPad, Ugg boots, nondenim pants and fortunately for Amazon the Kindle e-reader.