Who are the Retail Sales Associates of Tomorrow?: Career Hires an Industry Initiative

Retail sales associates (RSAs) are the lifeblood of the industry. With tenured RSAs on the verge of retirement, the ability to attract quality employees is a top priority among many retailers.

Today, the vocation seems to many as a stepping stone or temporary position and has often been overshadowed by careers perceived as more traditional or prestigious. But industry leaders are now working to change that narrative, highlighting sales not only as a viable career but as a profession.

“Sales can be a good career. It can be a great career,” says Scott Reid, owner of Reid’s Furniture and Ashley Home Store in Thunder Bay, Ont. “If you’re good at it, you can build a great lifestyle.”

Reid points to his own team as proof.

“I’ve got a 50-year employee who doesn’t need the money — he just loves the work,” he says. “Another one checks his stock portfolio at work, just to pass time. These are people who have made a life out of sales.”

With decades of combined experience on the sales floor, Reid has benefited from a tight-knit, self-motivated staff.

“They don’t call in sick. They cover for each other,” he says. “It’s a strong culture that we’ve built over time. And it works.”

But that culture is facing new challenges.

“Retirements are hitting fast and furious. I’ve got two people leaving in the next 60 days, and more to follow,” says Reid. “The part that concerns me most is losing the culture we’ve built — losing that institutional knowledge.”

Bringing in new talent hasn’t been easy. Reid admits he’s grown frustrated with online job platforms where quantity often outweighs quality.

“It’s not what I’d expect,” he says. “We’ve been lucky to find a few real winners, but it’s been tough.”

The newer generations, millennials and Gen Z, have different approaches to work compared to previous ones. They prioritize work-life balance and flexibility when considering job offers. This year, Gen Z will constitute one-quarter of the workforce. Forbes has labelled them as the ‘restless generation,’ noting that Gen Z workers are up to 50 per cent more likely to leave their jobs within three years.

This raises the question: How can we accommodate these preferences within the structure of retail hours and retain employees in the long-term?

Reid remains optimistic about the next chapter, especially if the industry takes proactive steps to position sales as a long-term opportunity.

Others in the industry echo that sentiment. Jim Fee, president of Stoney Creek Furniture in Hamilton, Ont., and former chair of the education committee for the Home Furnishings Association, says there’s growing momentum to invest in the next generation of furniture professionals.

“As an industry, we’ve looked at everything from college partnerships to scholarships,” says Fee. “We want to show people what a career in home furnishings looks like, not just from a job standpoint but a lifestyle.”

In many ways, sales in furniture retail parallels the trades. Long undervalued, both offer hands-on, people-oriented work with strong income potential — without necessarily requiring a university degree.

“There are real opportunities here,” says Fee. “And more people are starting to take notice.”

Efforts to professionalize the role go beyond recruitment. Training is a key piece of the puzzle, and collaboration between vendors and retailers is vital.

Reid says he welcomes vendor-led product knowledge sessions but draws a line when it comes to interfering with in-store strategy.

“If we’re not aligned, I don’t want a rep undoing the training and systems I’ve put in place,” he says. “But if we are aligned, then yes, bring the knowledge, be available, build relationships with my staff.”

Despite hiring and training challenges, both Reid and Fee agree the future of furniture retail is bright. With a renewed focus on mentorship, education, skills training and culture, they believe the industry will be better positioned to attract and retain the next generation of passionate professionals.

“This is a beautiful job,” says Fee. “You (salespeople) get to help customers create homes. You work in an inspiring environment. And you can make a great living doing it. That’s the story we need to tell.”

RetailPulse™ digs deep to uncover and share what’s happening throughout the Canadian home furnishings industry. The next instalment of RetailPulse™, authored by Corrie-Ann Knell, will discuss the cost of training and ways to retain salespeople. Corrie-Ann has served the home furnishings industry in various capacities for more than 17 years and provides reflections on the many challenges faced by today’s leading retailers.