The latest U.S. Consumer Footwear Survey made for grim headlines about shoppers spending less, but it’s not all bad news. Here are some simple strategies both retailers and brands should focus on now based on the FDRA/AlixPartners survey’s findings. They might sound basic, but the fundamentals can be a difference-maker in uncertain times.
1) Focus your efforts on your core customers. It’s more important than ever to know which shoppers drive the most sales for you, and to zero in on the products and features that will move the needle for them.
Younger core customer? Innovation, personalization, and tech integrations are most likely to interest these shoppers and convince them to buy footwear. (Survey results showed 7 out of 10 18- to 44-year-olds would pay more for custom fit and personalization.)
Older core customer? Comfort, functionality, and durable construction are most likely to convince shoppers from 45 to 54 to buy, based on survey results. (In fact, 6 out of 10 respondents in the 45+ age bracket were willing to pay more for strong or robust construction. Unlike their younger counterparts, tech features like sensors and step-counters leave them cold.)
2) Focus on function. Not many shoppers plan to spend more on footwear this year, but those who do say material and performance innovations matter most, with 35% saying purchases will be driven by participating in activities that require specialty footwear (running, walking, hiking, etc.)
3) Focus on fit. Consumers are still just as likely to buy footwear in store as online. The main reason for in-store purchases? To ensure the right fit. If you specialize in sit-and-fit, you can help shoppers—and your bottom line—by playing to that strength.
The AI factor: Older consumers aren’t wowed by online AI shopping features like virtual try-ons, but the younger crowd is more open to virtual fit innovations. If they’re your target customer, “consider investments in these areas and ensure that these are prioritized in the IT roadmap,” the report’s authors advise. “A comprehensive assessment of IT hardware, software, and services to prioritize what is relevant to the customer can be helpful.”
4) Make add-ons like laces and shoe polish easy to find. The survey showed shoppers’ interest in polish and protector as well as different laces is on the rise, perhaps reflecting their desire to increase their shoes’ lifespan and versatility. (By contrast, respondents showed little interest in arch/ball supports, inserts, or stretchers/shapers.)
5) Coordinated outfits are trending. The survey showed a big uptick in consumers willing to buy an outfit to match their shoes—from 21% last year to 40%. (Bags don’t count: Interest in matching bags plummeted from 18% to 3%.)
6) Shoppers want their shoes fast—and that can give brick and mortar an edge. The demand for next-day delivery is higher in the footwear segment than in retail overall, and the number of shoppers using buy-online/pick-up-instore or curbside pickup more than doubled year over year.
“Since delivery expectations are costly and hard to meet, retailers should maximize their in-store experience: planning and allocations need to meet the increasing desire for product as soon as possible,” the report’s authors say. “Consumers want to be able to see where their size and model is in stock now.”
7) Free returns are a must. A whopping 99% of consumers say they’re a factor in their purchase decisions.
8) Sales and discounts rule. With tariffs looming and consumers tightening their belts, it’s a tall order, but shoppers are looking harder than ever for deals—and buying where and when they find them. Here’s what respondents said:
- 78% decide not to buy because of an item’s cost, up 12 percentage points from 2024.
- 59% decide not to buy because an item isn’t on sale, up 11 percentage points from 2024.
- Only 5% shop or spend more because of a loyalty program.
- A 5% price increase prompts shoppers to buy less; a 10% hike prompts them to change retailers.
With footwear prices in early 2025 up 10–15% year over year, what’s a business to do? “Footwear companies will need to place greater importance on cost management and SG&A efficiencies to offset incremental tariff costs,” the authors conclude.
What’s more, “To maintain share and profitability, brands and retailers need to focus even more intently on delivering the value that their target customer seeks, in ways they are willing to pay for it,” the report’s authors conclude. “Operationally, this will require much more precision—in pricing, inventory, and expense—than may be the norm for many. While this may require new skills, new approaches, and new tools, those that thrive through this turbulence will be those that address these requirements head-on.”
FDRA worked with AlixPartners to on the survey, which polled 1,006 U.S. footwear consumers aged 15 and above across all regions, demographics, and income levels to create a nationally representative audience was conducted online Feb. 28–Mar. 10, 2025, addressing the season of Spring and Summer purchases.
Read the full report here: https://www.alixpartners.com/media/pyadksrg/apxfdra-spring-footwear-survey.pdf
