Models and Sales Demonstrators
Models and Sales Demonstrators wear and display clothing and accessories and pose for art and photography, and demonstrate goods at commercial premises, exhibitions and private homes.
modelling garments, footwear and fashion accessories for customers, sales personnel and fashion designers
posing for television, video and cinema commercials and for still photographs which appear in magazines, newspapers, catalogues and on billboards
posing as subjects for paintings, sculptures and other types of art
setting up displays and demonstrating goods to commercial customers and guests in private homes
answering questions and offering advice on the use of goods
selling goods or directing purchasers to sales counters
undertaking merchandising of goods in retail outlets and ensuring there is adequate stock attractively presented for sale
taking orders and making arrangements for payment, delivery and collection
offering sample goods and distributing catalogues and other literature advertising goods for sale
Informal or on-the-job
JSA produces employment projections to show where likely future job opportunities may be. The latest data are for the five years from November 2021 to November 2026. Over this period, the number of workers:
- is expected to grow strongly
- is likely to reach 6,500 by 2026.
Source: Jobs and Skills Australia Employment Projections to 2026.
Notes: The number employed includes people who work in this occupation as their main job. People who work in more than one job are counted against the occupation they work the most hours in.
Employment projections figures are rounded to the nearest 100. Calculations based on these rounded figures may result in differences to the numbers that are displayed on this page. Employment projections data (including occupations) can be downloaded from the Employment Projections page.
Number of Workers
Source: ABS Labour Force Survey, ABS seasonally adjusted data to November 2021 and Jobs and Skills Australia Employment Projections to 2026.
Earnings and hours
Around 20% of people employed as Models and Sales Demonstrators work full-time hours, in all their jobs combined. This is 46 percentage points below the all jobs average (66%).
Full-time workers work an average of 41 hours per week in their main job. This is similar to the all jobs average (44 hours per week).
More than a third of workers regularly work overtime or extra hours (either paid or unpaid).
Sources: Full-time share and full-time hours: ABS, 2016 Census, customised report. Compared to the all jobs average. Overtime hours: ABS, Characteristics of Employment, 2021.
Models and Sales Demonstrators work in industries like:
Source: ABS Labour Force Survey, annual average 2021.
Employment across Australia
Employment by State and Territory (% Share)
|State||Models and Sales Demonstrators||All Jobs Average|
Around 63% of Models and Sales Demonstrators live in capital cities, similar to the all jobs average of 62%.
Source: Based on ABS Census 2016, Customised Report. Share of workers across Australian states, territories and regions, in this job compared to the all jobs average.
Age and gender
The median age of Models and Sales Demonstrators is 45 years. This is higher than the all jobs average of 40 years.
A large share of workers are aged 45 to 54 years.
Females make up 81% of the workforce. This is 33 percentage points above the all jobs average of 48%.
Source: Based on ABS Census 2016, Customised Report. Age profile and gender share compared to the all jobs average.
Age Profile (% Share)
|Age Bracket||Models and Sales Demonstrators||All Jobs Average|
|65 and Over||4.9||4.2|
Source: Based on ABS Census 2016, Customised Report. Age profile of workers in this job compared to the all jobs average.
Education, training and experience
Formal qualifications are not usually required to work as a Model or Sales Demonstrator.
- My Skills to compare Vocational Education and Training (VET) courses, providers and student outcomes.
- AAPathways website to explore Retail Services VET training pathways.
Highest Level of Education (% Share)
|Type of Qualification||Models and Sales Demonstrators||All Jobs Average|
|Post Graduate/Graduate Diploma or Graduate Certificate||2.2||10.1|
|Year 10 and below||25.0||12.5|
Source: ABS Census 2016, Customised Report. Highest qualification completed by workers in this job (in any field of study). Qualifications needed by new workers might be different from the qualifications of workers already in the job.
Skills and Knowledge
Employers look for Models and Sales Demonstrators who interact well with others, provide good customer service and are reliable.
Skills can be improved through training or experience.
Talking to others.
Talking people into changing their minds or their behaviour.
Listening to others, not interrupting, and asking good questions.
Reading work related information.
46%Coordination with others
Being adaptable and coordinating work with other people.
Understanding why people react the way they do.
Looking for ways to help people.
Keeping track of how well work is progressing so you can make changes or improvements.
Being able to use what you have learnt to solve problems now and again in the future.
Thinking about the pros and cons of different ways to solve a problem.
Writing things for co-workers or customers.
Teaching people how to do something.
Managing your own and other peoples' time to get work done.
Bringing people together and trying to sort out their differences.
Figuring out the best way to teach or learn something new.
37%Judgment and decision making
Figuring out the pros and cons of different options and choosing the best one.
34%Complex problem solving
Noticing a problem and figuring out the best way to solve it.
34%Management of personnel resources
Motivating, developing, and directing people as they work, and choosing the best people for the job.
Measuring how well a system is working and how to improve it.
Using maths to solve problems.
These are important topics, subjects or knowledge areas.
58%Customer and personal service
Understanding customer needs, providing good quality service, and measuring customer satisfaction.
English language including the meaning and spelling of words, rules of composition, and grammar.
52%Sales and marketing
Showing, promoting, and selling including marketing strategy, product demonstration, sales techniques, and sales control systems.
Planting, growing, and harvesting food (both plant and animal), including storage and handling.
40%Public safety and security
Use of equipment, rules and ideas to protect people, data, property, and institutions.
40%Computers and electronics
Circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
39%Communications and media
Media production, communication, and dissemination. Includes written, spoken, and visual media.
Word processing, managing files and records, stenography and transcription, designing forms, and other office work.
Human behaviour; differences in ability, personality, and interests; learning and motivation; research methods; assessing and treating disorders.
36%Education and training
Curriculum and training design, teaching and instruction for individuals and groups, and the measurement of training effects.
35%Administration and management
Business principles involved in strategic planning, leadership, and coordinating people and resources.
Arithmetic, algebra, geometry, calculus, or statistics.
28%Sociology and anthropology
Group behaviour and dynamics, societal trends and influences, human migrations, ethnicity, cultures and their history and origins.
Moving people or goods by air, rail, sea, or road.
25%Production and processing
Raw materials, production processes, quality control, costs, and ways of making and distributing goods.
25%Personnel and human resources
Recruiting and training people, managing pay and other entitlements (like sick leave), and negotiating pay and conditions.
Design techniques, tools, and principles used to make detailed technical plans, blueprints, drawings, and models.
Transmission, broadcasting, switching, control, and operation of telecommunications systems.
12%Economics and accounting
Economics and accounting, the financial markets, banking and checking and reporting of financial data.
11%Law and government
How our laws and courts work. Government rules and regulations, and the political system.
Workers use these physical and mental abilities..
Speak clearly so others can understand you.
Communicate by speaking.
Identify and understand the speech of another person.
Listen to and understand what people say.
See details that are up-close (within a few feet).
See details that are far away.
Imagine how something will look after it is moved around or changed.
Come up with a number of ideas about a topic, even if the ideas aren't very good.
Come up with different ways of grouping things.
Use general rules to find answers or solve problems logically.
Use lots of detailed information to come up with answers or make general rules.
Do two or more things at the same time.
Come up with unusual or clever ideas, or creative ways to solve a problem.
Notice when something is wrong or is likely to go wrong, even if you can't solve the problem.
43%Sorting or ordering
Order or arrange things in a pattern or sequence (e.g., numbers, letters, words, pictures, mathematical operations).
Read and understand written information.
Write in a way that people can understand.
Pay attention to something without being distracted.
Pay attention to a certain sound when there are other distracting sounds.
Notice differences between colours, including shades of colour and brightness.
These are kinds of activities workers regularly do in this job.
70%Working with the public
Greeting or serving customers, clients or guests, and public speaking or performing.
Convincing people to buy something or to change their minds or actions.
67%Building good relationships
Building good working relationships and keeping them over time.
56%Communicating with the public
Giving information to the public, business or government by telephone, in writing, or in person.
53%Making decisions and solving problems
Using information to work out the best solution and solve problems.
50%Handling and moving objects
Using hands and arms in handling, installing, positioning, moving and manipulating objects.
48%Planning and prioritising work
Deciding on goals and putting together a detailed plan to get the work done.
46%Looking for changes over time
Comparing objects, actions, or events. Looking for differences between them or changes over time.
45%Communicating within a team
Giving information to co-workers by telephone, in writing, or in person.
44%Researching and investigating
Looking for, getting and understanding different kinds of information.
43%Assessing and evaluating things
Working out the value, importance, or quality of things, services or people.
Using your own ideas for developing, designing, or creating something new.
41%Training and teaching others
Understanding the needs of others, developing training programs, and teaching or instructing.
38%Keeping your knowledge up-to-date
Keeping up-to-date with technology and new ideas.
36%Doing physically active work
Use your arms, legs and whole body, such as climbing, lifting, balancing, walking, stooping, and handling objects.
35%Checking for errors or defects
Inspecting equipment, structures, or materials for errors, problems or defects.
33%Leading and encouraging a team
Encouraging and building trust, respect, and cooperation among team members.
31%Making sense of information and ideas
Looking at, working with, and understanding data or information.
27%Explaining things to people
Helping people to understand and use information.
24%Documenting or recording information
Entering, transcribing, recording, storing, or maintaining information in written or electronic/magnetic form.
Interests and demands
Learn about the daily activities, and physical and social demands faced by workers. Explore the values and work styles that workers rate as most important.
Interests are the style or type of work we prefer to do. All interest areas are shown below.
Starting up and carrying out projects. Leading people and making many decisions. Sometimes require risk taking and often deal with business.
Following set procedures and routines. Working with numbers and details more than with ideas, usually following rules.
Practical, hands-on work. Often with plants and animals, or materials like wood, tools, and machinery.
Working with people. Helping or providing service to others.
Working with forms, designs and patterns. Often need self-expression and can be done without following rules.
Ideas and thinking. Searching for facts and figuring out problems in your head.
Serve and work with others. Workers usually get along well with each other, do things to help other people, and are rarely pressured to do things that go against their sense of right and wrong.
Work alone and make decisions. Workers are able to try out their own ideas, make decisions on their own, and work with little or no supervision.
Advancement and the potential to lead. Workers are recognised for the work that they do, they may give directions and instructions to others, and they are looked up to in their company and their community.
Job security and good working conditions. There is usually a steady flow of interesting work, and the pay and conditions are generally good.
Results oriented. Workers are able to use their strongest abilities, giving them a feeling of accomplishment.
Supportive management that stands behind employees. Workers are treated fairly by their company, they are supported by management, and have supervisors who train them well.
96%Contact with people
Have contact with people by telephone, face-to-face, or any other way.
90%Spend time standing
Spend time standing at work.
89%Contact with the public
Work with customers or the public.
Talk with people face-to-face.
82%Indoors, heat controlled
Work indoors with access to heating or cooling.
81%Using your hands to handle, control, or feel
Spend time using your hands to handle, control, or feel objects, tools or controls.
81%Freedom to make decisions
Have freedom to make decision on your own.
Work with people in a group or team.
Work to strict deadlines.
75%Frequent decision making
Frequently make decisions that impact other people.
74%Impact of decisions
Make decisions that have a large impact on other people.
74%Physically close to people
Work physically close to other people.
74%Making repetitive motions
Spend time making repetitive motions.
Use electronic mail.
Have freedom to decide on tasks, priorities, and goals.
69%Angry or unpleasant people
Deal with unpleasant, angry, or rude people.
67%Being exact or accurate
Be very exact or highly accurate.
Talk on the telephone.
64%Lead or coordinate a team
Lead others to do work activities.
63%Letters and memos
Write letters and memos.
O*NET is a trademark of the U.S. Department of Labor, Employment and Training Administration.
The skills and importance ratings on this page are derived from the US Department of Labor O*NET Database Version 21.2, 41-9011.00 - Demonstrators and Product Promoters.
Links and downloads
Research and reports
The Skills Priority List provides a current labour market rating and a future demand rating for nearly 800 occupations nationally. Current labour market ratings are available for occupations at a state and territory level.
Occupation profiles data are available for download.
The Employment Projections are available for download.