Negotiate Your Next Salary With Confidence

Before you negotiate, do your research.

Look at similar roles, compare salaries across your sector and location, and consider the level of responsibility involved. Job titles can vary significantly between businesses, so focus on the actual scope of the role rather than the title alone.

Current UK salary data shows just how much salaries can vary by specialism and location. For example, recent benchmarks put a Buyer at around £32,000 on average nationally, while London Digital Marketing Manager roles can sit around £50,000–£70,000 and London E-commerce Marketing Manager roles around £50,000–£60,000.

As a broad guide, typical salaries across the areas we recruit for can span:

These are broad market guide ranges rather than fixed averages. A London-based Head of function will naturally sit in a very different salary bracket from an entry-level role, and international packages may also include bonuses, relocation support, accommodation or other benefits. Current 2026 salary guides also highlight the importance of benchmarking by role, region and specialism rather than relying on a single national figure.

Your salary is only one part of what you earn.

Before discussing a new offer, understand the value of your current package, including:

A higher salary doesn't automatically mean a better overall package. Look at the full picture before deciding whether an offer works for you.

You don't have to accept an offer immediately. If you're genuinely excited about the role but the salary is below your expectations, keep the conversation positive and open.

You could say:

I'm really pleased to receive the offer and excited about the opportunity. Based on the scope of the role and my experience, I was hoping for something closer to £X. Is there any flexibility within the package?

Clear, professional and easy to respond to.

The strongest salary conversations are based on evidence, not personal circumstances. Rather than focusing on why you need a higher salary, explain the value you can bring. Think about:

Where possible, use numbers. "I grew the category by 18%" is much stronger than "I was responsible for category growth."

Sometimes the salary budget genuinely is fixed. That doesn't necessarily mean the conversation is over.

You could discuss additional holiday, flexible working, bonus or commission, pension contributions, a training budget, a signing bonus or an earlier salary review.

For example, if an employer can't increase the starting salary, you might agree to a formal salary review after six months based on clear objectives.

It's completely normal to be involved in more than one recruitment process. You can let an employer or recruiter know that you're speaking to other businesses, particularly if you're working to different timelines.

Just keep it factual — there's no need to create pressure or play offers against each other.

If one opportunity is your preferred choice, say so.

A significant salary increase can happen, particularly when you're taking on more responsibility, moving into a specialist role or bringing highly sought-after skills. But your expectations still need to reflect the market and the level of the role.

Think beyond "What percentage increase should I get?" and ask:

What is this role worth in today's market, and what evidence do I have that I should be towards the top of that range?

That's a much stronger starting point for any negotiation.

You don't always have to negotiate alone. A specialist recruiter can help you understand the market, benchmark your expectations, explain the full package and manage salary conversations with the employer.

At Fashion & Retail Personnel, we recruit across Temps & Freelance, Marketing, Digital & Creative, Retail Operations, International, Head Office, Buying & Merchandising, and Design, Wholesale & Technical.

We know that salary conversations can feel uncomfortable. Our job is to help both sides have the right conversation and get to an outcome that works.