It’s peak shoe-shopping season. Most women’s shoes are purchased in the month of May, according to a new shoe-shopping survey.
The romance between women and their shoes plays out in DSW Designer Shoe Warehouse’s shopping survey of more than 4,000 of its female loyalty members. Nearly 75 percent of the women surveyed said they own more than 21 pairs of shoes, while 95 percent said they own more than 10 pairs.
More than a third of the women surveyed said they buy new shoes at least once a month. It’s a worthy monthly expense, as 64 percent of respondents said the right pair of shoes makes them feel confident.
That shoe may just not be a stiletto. Nearly one-third of the women said they love stilettos but don’t feel they can pull them off. Instead, when asked what type of shoe they would wear for the rest of their life, more than half of the women said they would pick comfortable shoes like sandals, tennis shoes and loafers.
While women frequently add new shoes to their collections, the survey also reveals how many are reluctant to give up old pairs. A quarter of women said they own a pair of shoes that is at least 12 years old.
The survey coincides with the launch of DSW’s redesigned loyalty program, DSW VIP. The retailer debuted the updated program this week with new features based on customer feedback, including the ability to earn points by donating shoes and free shipping on all purchases.
The new program now includes three tiers: VIP Club, which is free to join; VIP Gold, which requires a $200 annual spend; and VIP Elite for consumers who spend $500 annually. All three tiers receive birthday rewards, but Gold and Elite members can also give two $5 birthday rewards to friends and enjoy early access to exclusive offers and events.
“DSW has been an innovative leader in loyalty since we launched our first rewards program 20 years ago, and since then our 25 million members have enjoyed great perks,” said Michele Love, chief operating officer at DSW. “The new DSW VIP program continues this legacy by offering members compelling benefits and emotional experiences when they shop for shoes. We want to inspire their self-expression. Our customers are very important people, so we want every member to feel like a VIP when they shop at DSW.”