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More Americans to Shop Online For Footwear Black Friday, FDRA Finds

The Footwear Distributors and Retailers of America (FDRA) released its 2016 Holiday Sales Survey on Tuesday, showing that 22 percent of Americans will buy shoes online this holiday season.

After the release of trends affecting the footwear industry, FDRA now offers predictions for e-commerce during holiday shopping season. Of those surveyed, 36 percent reported planning to spend more on shoes this year than in 2015, while 33 percent said they would spend less, and 30 percent planning on spending the same.

“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 VP Andy Polk.

An important finding from the survey shows that Americans turn online for shoe shopping not due to large crowds in stores, but rather because of greater options online.

The survey, conducted by Emerson College Polling, took place Nov. 15-18, found 40 percent of shoppers plan to make their online shoe buys between Black Friday and Nov. 30, and that those shoppers are more likely to be women than men, at 57 percent to 43 percent.

Cost was cited as the most important factor when shopping for shoes online, with 41 percent of those polled saying price was a make or break for them. Another 22 percent said brand and fashion were most important, 18 percent said adding new styles, while only 15 percent said an actual need for shoes.

When it comes to trends, athleisure continues to reign, with 28 percent of shoppers saying they expect to purchase “casual or retro” sneakers this season.

Backing up data in other studies, 44 percent of shoppers named Amazon as their first choice online destination, while store’s websites took second.

Interestingly, the survey found that 70 percent of men were more likely to shop for themselves compared to 53 percent of women, while women were more likely to shop for children at 27 percent, compared to men’s 12 percent.

Demographically, Caucasians were the most likely to shop online with 44 percent, while Asians comprised 20 percent, African-Americans 13 percent and Hispanics 12 percent.