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Parents Go Online for Kids’ Athletic Footwear

Millennial parents are raising a generation of sneakerheads. Data from The NPD Group’s new Checkout Tracking service showed athletic footwear accounted for the majority of children’s footwear online sales in the 12 months ending April 2015.

Shoppers purchased an average of 2.4 pairs of children’s shoes online during this time, while over one-third of sales came from the southern portion of the U.S.

“Athletic footwear and apparel has become the wardrobe of choice for many kids as well as their parents, most of whom have grown up with athletic brands themselves and naturally seek the same for their children,” said Matt Powell, sports industry analyst, The NPD Group.

Classic and marquee basketball footwear continues to generate interest, Powell noted. Nike and Brand Jordan nabbed 19.5% of online dollar sales of children’s footwear, leaving its closest competitors, Children’s Place and Crocs, in the dust with just over five percent of dollar sales each.

Stride Rite, New Balance, Converse, Toms, Adidas, Puma and Skechers rounded out the list of top selling brands.

Powell attributed much of the growth in children’s footwear to increases in average selling prices, and the parents who are willing to indulge on brand name footwear. He also reported that more teen girls are opting to buy boys-sized footwear for their less expensive costs.