FDRA’s 2016 Holiday Sales Survey Shows Online Shoe Trends

FDRA’s 2016 Holiday Sales Survey Shows Online Shoe Trends

The Footwear Distributers and Retailers of America (FDRA), the footwear industry’s business and trade association, hired Emerson College Polling Society to conduct 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.”

Click here to view FDRA’s 2016 Holiday Online Sales Survey Report

About FDRA:

At over 80% of the entire industry, the Footwear Distributors and Retailers of America (FDRA) is the largest and most respected footwear trade association in the U.S. It represents and serves the entire footwear industry from small family owned footwear businesses to global footwear companies, as well as domestic manufactures, importers, and retailers. In all, it supports more than 130 companies and over 200 brands designing, producing, and selling great footwear to consumers all over the globe.

About The Emerson College Polling Society (ECPS):

ECPS is a research center at Emerson College in Boston, Massachusetts whose focus is on economics, politics, sports, and entertainment public opinion . ECPS surveys and polls are internationally recognized and in 2016 Bloomberg News ranked ECPS as the most accurate collegiate pollster for the Presidential Primaries. Over the last year, ECPS surveys and polls outperformed CNN, Fox News, WSJ, and PPP in terms of overall accuracy. ECPS is a charter member of the Transparency Initiative of the American Association of Public Opinion Research (AAPOR).