Ask for advice on the difference between the brands, models, and styles that are suitable for your level of proficiency and your aspirations. Make sure the assistant understands your needs (take a fellow skater with you if possible), and do not allow yourself to be talked into buying the first model the assistant recommends until you have made your needs clear

Ask about the performance and specification of the skates, especially the wheels and bearings.

Try on at least two - more if possible - styles of skate.

Make sure that the skate fits snugly and comfortably.

Make sure that the model you choose carries a manufacture's guarantee. Some stores even offer a "comfort" guarantee.

Remember to buy your protective gear at the same time.

Go to more than one store or shop if you can