The retail labor market is constantly changing, reflecting both economic trends and strategic decisions by manufacturers and staffing agencies. In February 2025, according to the Gradus Staff Index, there were mixed changes in wages for key occupations: merchandisers, sales consultants, sales cashiers, sales floor workers and supervisors. In different regions, both increases and adjustments in wages were recorded, which is due to fluctuations in demand for personnel and general market factors.
The impact of professions on retailers' revenue
Merchandisers:
Merchandising plays one of the key roles in generating revenue for retail chains.
Competent product display, shelf space management and timely replenishment of the assortment increase purchasing power and, thus, the sales volume of retail outlets.
Research shows that the implementation of effective merchandising strategies
increases store sales by 30–60%, and in some cases, growth reaches a 7-fold increase in sales of certain items. In 2024, the demand for merchandisers increased by 72% compared to the previous year, which was accompanied by a 23% increase in their average salary.
• Moscow: salaries increased to 60,000 – 65,000 rubles
• St. Petersburg: increased to 55,000 – 60,000 rubles
• Yekaterinburg: increased to 45,000 – 48,000 rubles
• Kazan: increased to 45,000 – 47,000 rubles
• Novosibirsk: 45,000 – 47,000 rubles
Vladimir Vasyutkin, Development Director at GRADUS:
“Saving on merchandisers is a risk that manufacturers cannot afford. It is their work that determines how effectively a product is presented on the shelf and attracts the attention of buyers. Competent merchandising management, supported by analytics, allows not only to increase sales, but also to strengthen the brand’s position in the market. Companies that invest in this process gain a competitive advantage and more stable financial results.”
In addition, an important element of effective merchandising is employee motivation. Vladimir Vasyutkin emphasizes: "Proper motivation of merchandisers is a key element of a successful process. This is not only stimulation, but also the creation of an atmosphere in which employees understand the importance of their role and feel valuable to the company." Motivated specialists work with greater dedication, which directly affects the results, attracting the attention of buyers and promoting sales growth.
Sales consultants provide personalized service, help customers with their choice of goods and influence the increase in the average bill. However, in 2025, there will be a decrease in salaries in this category, which may be due to the automation of processes and the introduction of digital solutions.
Moscow: decrease from 75,000 to 62,500 rubles
St. Petersburg: 61,500 rubles (decrease by 2,000 rubles)
Yekaterinburg: decrease from 60,000 to 57,500 rubles
Kazan: 49,000 rubles (increase by 1,500 rubles)
Novosibirsk: 47,800 rubles (stable)
Cashiers play an important role in ensuring uninterrupted customer service. Their work directly affects the speed of service and customer satisfaction. In 2025, there is an increase in salaries in this category, which may be due to an increase in the workload of personnel.
• Moscow: 63,250 rubles (an increase of 8,000 rubles)
• St. Petersburg: 55,000 rubles (a decrease of 2,300 rubles)
• Yekaterinburg: 47,500 rubles (an increase of 1,000 rubles)
• Kazan: 49,855 rubles (stable)
• Novosibirsk: 46,000 rubles (unchanged)
These employees are responsible for order in the sales area, display of goods and assistance to customers. They ensure the smooth operation of retail outlets and maintain a high level of customer service. The growth of salaries in this category indicates a high demand for specialists.
• Moscow: 44,500 rubles (growth of 2,500 rubles per year)
• St. Petersburg: 42,300 rubles (unchanged)
• Yekaterinburg: 39,500 rubles (+2,000 rubles)
• Kazan: 40,200 rubles (stable)
• Novosibirsk: 38,500 rubles (growth of 1,500 rubles)
Supervisors manage teams, coordinate the work of sales personnel and are responsible for achieving sales plans. In 2025, there will be a significant increase in their salaries, which confirms the increased requirements for management skills and increased responsibility.
• Moscow: 89,500 rubles (an increase of 6,000 rubles)
• St. Petersburg: 78,200 rubles (+21,500 rubles)
• Yekaterinburg: 74,800 rubles (+9,000 rubles)
• Kazan: 84,500 rubles (+12,500 rubles)
• Novosibirsk: 79,200 rubles (stable)
• Increase in supervisor salaries – especially noticeable in Kazan and St. Petersburg.
• Increase in demand for merchandisers – an increase in salaries in Moscow by 5,000 rubles confirms the strengthening of their positions in retail.
• Decrease in salaries of sales consultants – associated with changes in retailers’ HR policies and the redistribution of the budget in favor of more strategically important positions.
• Increase in salaries of sales cashiers and sales floor workers – a moderate but stable increase of 4–9% is recorded.
• Overall increase in salaries over 5 years – median salaries of merchandisers and supervisors increased by 28–45% compared to 2020.
• Supervisor salaries will continue to grow, especially in regions with a shortage of management personnel.
• Merchandisers' incomes will remain stable, as their role in increasing retail chains' revenue remains critical.
• Salaries of sales cashiers and consultants may be adjusted depending on retailers' strategy for process automation and staff optimization.
• The pace of salary growth in retail may slow down in the second quarter of 2025 if the economic situation remains unstable.
The retail salary review highlights the need for flexibility and strategic planning for all market participants in the context of its constant dynamics. The strengthening role of merchandising and increased investment in this area indicate a long-term shift in retailers' strategy aimed at increasing sales and competitiveness.
