Key Insights for Upcoming Online Holiday Footwear Sales
FDRA conducted a nation-wide shoe sales survey, from
November 15-18, 2016, of people purchasing shoes online this holiday season. This special footwear survey seeks to understand basic drivers behind why consumers buy their footwear online during the biggest sales period of the year, how much they plan to spend, and what types of shoes they want the most.
5 Key Highlights of the Survey, which can be found below, include:
This holiday season, casual/retro sneakers are the top category people are looking to buy (36% of men and 21% of women).
At 44%, Amazon is the top destination of holiday shoe shoppers.
36% of respondents said they were going to spend more on shoes this holiday season than in 2015 (in-store and online purchases).
The main reason why Americans are buying shoes online this holiday season is not due to large crowds at stores.
40% of online holiday shoe shoppers will make their purchase between Black Friday and November 30th.
"Online is a booming sales channel for footwear companies, but there are a lot of assumptions about online shoppers without broader data points," said FDRA Senior Vice President Andy Polk. "To help fill some of this void, FDRA conducted a special holiday survey as part of our robust footwear retail data and analysis program.
We hope these insights will help the industry better understand consumers and their online shopping habits over the next six weeks, and for FDRA members, we hope the full 136 data set will help them as they develop their 2017 online marketing and sales strategies."
