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US shoppers intend to keep buying shoes online into the holidays

Nov 4, 2021 United States
US shoppers intend to keep buying shoes online into the holidays
According to the latest poll of likely holiday footwear shoppers from FDRA and Emerson College, most of the respondents intend to purchase online. This trend remains stable from last year
Of all 941 respondents, 80% have said they are very (55%) or somewhat likely to purchase (25%) new shoes this next holiday season. The remaining 20% are not likely at all to purchase shoes, but this percentage has decreased from 34% as compared to the 2020 survey. Additionally, 40% of the participants are planning to spend about the same amount of money on shoes this holiday season, 39% more money, and 21% less money.

The majority (72%) is planning on making their holiday shoe purchases online. This trend remains steady, as compared to 2020, with a minor shift of 1% towards shopping online this year. Among the 677 participants preparing to buy shoes online, 37% intend to shop on Amazon, 32% on the shoe brand’s website, 20% from a retailer’s website, 8% on Zappos or another shoe website, and 3% somewhere else online. The survey highlights that since the 2020 holiday survey, respondents’ preferences are moving away from Amazon (44% to 37%) towards the shoe brand’s website (19% to 32%).

Between the 264 respondents who plan to shop in-person, 45% expects to do it at a footwear store chain (like Famous Footwear or DWS), while 34% are programming to shop at large mass retail shops (like Target, Costco, Walmart) and 21% at department stores (like Macy’s or Nordstrom). Most respondents aged between 50 and 64 years old (68%) stands out for planning to shop at large mass retail stores.

As for the type of footwear, there has not been a significant change from last year. Of those surveyed, 45% have said they wish to purchase casual shoes, while 33% plans to buy athletic shoes, and 22% fashion/dress shoes or boots. Men are most likely to acquire casual shoes (49%) or athletic shoes (38%), while women are split between casual shoes (40%), fashion/dress shoes (32%) or athletic shoes (28%).

Considering the supply chain disruptions, which have made retailers start their holiday marketing earlier, more than half of the respondents (52%) are expecting to shop between now and Black Friday, 32% plan to do it between Black Friday and Cyber Monday and 16% will do it sometimes in December, closer to Christmas. Those aged between 18 and 29 are most likely to do it between now and Black Friday.

Image Credits: freestocks on Unsplash



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