Personal shopper

Personal shoppers use their expert knowledge to choose items for customers. Some personal shoppers work in large department stores or fashion clothing stores. They give advice and opinions about which items suit the customer. Self-employed personal shoppers might also offer a complete makeover service. Others buy things for people who cannot go shopping for themselves.

Work activities

Personal shoppers choose items for customers based on their needs, likes and budget. Some personal shoppers work in large department stores or fashion clothing stores. They see customers individually or in small groups. First, they ask questions to find out what the customer wants and how much they would like to spend. For example, someone might need clothes for a special occasion like a wedding, a job interview or a holiday – or they might want a whole new look. The personal shopper finds out more about the person’s likes and dislikes. Then, the personal shopper goes round the store and selects items for the customer to try; they use their expert knowledge to choose colours and styles that they think would suit that person. When the customer tries on the clothes, the personal shopper is on hand to give advice and opinions about which items look best. However, the customer is under no obligation to buy anything. If the customer does decide to purchase any of the items, the personal shopper deals with the sale (by cash or credit/debit card) and wraps the items. Personal shoppers keep records of each appointment.

Some customers make regular appointments, for example, at the beginning of each new season, so that the personal shopper can build up in-depth knowledge of that person’s likes and dislikes and what will suit them. They can let the customer know when suitable new ranges arrive in store. Self-employed personal shoppers might offer a different service to their clients. For example, they might act as image consultants and offer a complete makeover service including a consultation and a personal shopping session in different stores (usually accompanied by the client). Or some might buy things for people who do not have time (or who are unable) to go shopping for themselves. They might, for example, buy household furnishings and accessories, items for people to give as gifts, or even a complete range of party items. They shop in different stores and might spend a considerable amount of time travelling around to find suitable items. Self-employed shoppers spend part of their time attracting new customers, book-keeping and dealing with paperwork.

Personal qualities and skills

As a personal shopper, you will need to be able to:

Handle people tactfully and discreetly.
Build up product knowledge.
Forecast trends.
Work as part of a team as well as on your own initiative.
Deal with customers who are difficult or demanding.
Pay attention to detail.
Keep accurate and well-organised records.

You should have:

Excellent customer service and communication skills.
An eye for fashion and styling.
Influencing and selling skills.
A positive outlook.
An enthusiastic, confident and friendly manner.
The stamina to spend a long time standing and walking around.
A smart appearance.
Self-employed personal shoppers will need marketing, business, bookkeeping and IT skills.

The following future skills shortages have been identified within the industry:

Customer-handling skills.
Communication skills.
Teamworking skills.
Problem-solving skills.

Pay and opportunities

Earnings for personal shoppers vary depending on experience and location, and whether they are employed or self-employed. The pay rates given are approximate. Employed personal shoppers earn in the range of £14,000 a year. Higher earners can make around £25,000 a year. Some companies also pay bonuses and commission. Self-employed personal shoppers can earn more, depending on the success of their business.

Personal shoppers usually work a basic 39-41 hours per week. However, early starts, late finishes and weekend work might be required.

Employers are the big high street department store and fashion chains and small consultancy firms. Opportunities for personal shoppers occur in larger towns and cities, as well as in stores located in out-of-town retail parks throughout the UK.

Some experienced personal shoppers set up their own business.

What’s happening in this work area?

Rising high street costs, and the dominance of online shopping has led to many retail store closures and job losses. Many big department stores are either cutting staff or closing down.

Where are vacancies advertised?

Vacancies are advertised in local newspapers, on job boards and large employers’ websites, and on the Government’s Find a Job service.

Entry routes and training

Some personal shoppers have previous experience as retail assistants, usually in retail fashion. Some entrants start as personal shopping assistants, working in support of personal shopping consultants. Others have trained as image or beauty consultants. An intermediate apprenticeship in the role of retailer could be a good way into this career path.

On-the-job training, sometimes through a work-based training programme, might be combined with part-time study for appropriate qualifications. It might be possible to work towards a certificate or diploma in customer service or retail skills.

Personal shoppers could progress to team leader or departmental manager posts, for example. Promotion opportunities are more likely with larger employers. Some personal shoppers might set up their own business.

Qualifications

If you wish to enter this career through an apprenticeship, you will need GCSEs in English and maths, although you may be able to complete these alongside your programme.

Adult opportunities

Age limits: It is illegal for any organisation to set age limits for entry to employment, education or training, unless they can show there is a real need to have these limits.

Any previous retail or customer service work is useful. Some employers look for fashion graduates or people who have developed relevant skills by working in fashion.

The Federation of Image Professionals International (FIPI) offers foundation training and a professional qualification in image consultancy. Colourflair Training offers a choice of attendance or distance learning.

Related careers

Beauty consultant
Image consultant
Sales assistant
Sales executive