Sales assistant

Sales assistants work in shops or stores, serving and advising customers on the purchase of goods. They might order, price and display goods and operate tills, for example. Some have responsibility for stock control.

Also known as:

• Retail assistant
• Shop assistant

Work activities

Sales assistants operate cash tills and take payments from customers for goods purchased. The tills are usually computerised. Assistants have to deal with cash and credit/debit cards, and sometimes customer loyalty or discount cards and vouchers. Goods might have to be weighed and packed, and sometimes gift-wrapped. Sales assistants maintain displays of goods and check that items are correctly priced. They also advise customers on purchases or persuade them to buy. They sometimes answer customer queries or complaints, demonstrate how goods work or direct customers to the location of a product. They might answer telephone calls from members of the public, suppliers or other businesses. They may be responsible for stock control, receiving and checking deliveries, renewing stock from a storeroom or warehouse, and keeping financial and stock records. They may also use hand-held scanners to record stock information and generate orders from barcodes on product labels.

Duties might vary widely, depending on the type and size of shop or store, and the goods sold. These could range from clothes, shoes, jewellery, mobile phones, books, greetings cards, toys or food items to TVs, sports equipment, fridges, carpets, furniture or bikes – to give just a few examples. In larger stores, assistants often work in one specialist department. They build up in-depth knowledge of the products they sell and advise customers on suitable items. In smaller shops, they could be involved in all aspects of operations, including keeping the store clean, tidy and secure. Some assistants might also help to cash up at the end of the day and take money to the bank. Senior assistants might have some keyholder duties, locking and unlocking the shop and setting alarms if the manager is away. Some sales assistants have to wear a uniform.

Personal qualities and skills

As a sales assistant, you will need to be able to:

• Be approachable, confident, helpful, friendly and co-operative when dealing with customers.
• Work quickly and accurately.
• Cope with working under pressure at busy times.
• Develop in-depth knowledge of the product(s) you sell.
• Be on your feet for a long time, either standing in one place or walking around.
• Work as part of a team.
• Lift and carry heavy goods, depending on the store.

You should have:

• Excellent communication and customer service skills.
• Basic number skills.
• Some IT and telephone skills.
• Writing skills for keeping records.

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

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

Pay and opportunities 

The pay rates given are approximate. Sales assistants earn in the range of £13,000 a year, rising to up to £26,000 with experience and extra responsibilities.

They usually work a basic 39-41 hours per week. However, they might be required to work evenings or at weekends and receive overtime pay or time off in lieu. Many sales assistants are employed on a part-time basis and there are opportunities for casual work during busy periods such as at Christmas.

Employers are a range of outlets – from small specialist shops and charity shops, to chain stores and large department stores. Opportunities for sales assistants occur in towns, cities and rural areas throughout the UK. Many employers are regional and national chains, often located in out-of-town retail parks.

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.

Where are vacancies advertised?

Vacancies are advertised in local newspapers, on job boards and some large employers’ websites, in stores, and on the Government’s Find a Job and Find an Apprenticeship services.

Entry routes and training

You can enter this career by applying directly to individual shops and stores. An intermediate (level 2) apprenticeship in the role of retailer is also a good place to start.

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 an Award, Certificate or Diploma in retail skills.

Promotion opportunities, depending on experience, are available with most of the larger employers. Sales assistants could progress to team leader or departmental manager posts, for example. Some sales assistants might go on to specialise in areas such as customer service, merchandising support or stock control. Sales assistants working in fashion stores could become personal shoppers.

Qualifications

For direct entry as a sales assistant, requirements vary. Some employers prefer applicants to have GCSEs at grades 9-4, including maths and English. Sales or customer service skills will be an advantage. Other, work-related, qualifications such as an Edexcel (BTEC) level 2 First qualification might be accepted for entry.

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

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