US Men’s and Women’s Footwear Market Report 2020
“All retail sectors will be negatively impacted by the COVID-19 pandemic, and the footwear category is no exception. The positive growth pattern of the last five years will change, and…

US Men’s and Women’s Footwear Market Report 2020

£ 3,695 (Excl.Tax)

Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Men’s & Women’s Footwear: Incl Impact of COVID-19 – US market, and the behaviours, statistics, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

The footwear market will face similar challenges plaguing most of retail because of the COVID-19 pandemic, as well as barriers to growth unique to the category. As consumers restrict discretionary purchases, the footwear market will be challenged to encourage purchases among consumers who already shop more strategically and intentionally. Retailers need to experiment with ways to optimize seamless shopping and offer convenient, flexible shopping experiences to meet consumers’ needs on and offline as they navigate the uncertain future of retail. Additionally, focusing on the comfortable and functional benefits certain footwear, such as sneakers or slippers, can provide will appeal to consumers’ evolving preferences in footwear as a result of the pandemic.

All reports purchased from the Mintel Store now come with free access to our COVID-19 Global Insights Hub, allowing you to understand how industries and consumer behaviour is changing worldwide.


What does the COVID-19 Global Insights Hub give you access to?

  • Over 450 pieces of research (with more published each week) addressing markets across the globe.
  • Discover how people in countries at different stages of the crisis are adjusting to the ‘new normal’.
  • Trending industries which have seen growth due to the changes in circumstance.
  • Our latest consumer research surveys, allowing you to see customers views right now.

Expert analysis from a specialist in the field

Written by Alexis DeSalva, a leading analyst in the Retail sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

All retail sectors will be negatively impacted by the COVID-19 pandemic, and the footwear category is no exception. The positive growth pattern of the last five years will change, and sales are expected to decline as consumers limit non-essential spending. The footwear market will be challenged to encourage purchases among consumers who already mostly shop for replacement. Alexis DeSalva
Retail & Apparel Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Market overview
              • Figure 1: Total US sales and forecast of footwear, at current prices, 2014-24
            • Top takeaways
              • Comfort and function will continue to drive the category
                • Pre-purchase verification is critical for footwear shopping
                  • Impact of COVID-19 on men’s & women’s footwear
                    • Figure 2: Short-, medium- and longer-term impact of COVID-19 on Retail and Footwear, May 2020
                  • The issues
                    • The footwear market is fragmented
                      • Encouraging footwear purchases will be challenging
                        • The opportunities
                          • Retailers can win shoppers with convenience and technology
                            • Adding value without deep discounts
                              • What it means/what’s next
                              • The Impact of COVID-19 on Men’s and Women’s Footwear

                                  • Figure 3: Short-, medium- and longer-term impact of COVID-19 on Retail and Footwear, May 2020
                                • Opportunities and threats
                                  • Consumers concerned with finances will limit spending on clothes and footwear
                                    • Health-conscious consumers will drive interest in athletic footwear
                                      • Figure 4: Nordstrom customer email, April 2020; Nike Running Guided Runs, May 2020
                                    • Improving the consumer shopping journey
                                      • Sustainability and quality will keep core shoppers engaged
                                        • Figure 5: Allbirds carbon footprint, April 2020
                                      • Impact of COVID-19 on the footwear market
                                        • Figure 6: Total US retail sales and forecast of men’s and women’s footwear, at current prices, 2014-24
                                      • How the COVID-19 crisis will affect footwear’s key consumer segments
                                        • Consumers across generations gravitate more to online shopping
                                          • Casual comfort will be a bigger focus for younger consumers, and a new interest for older shoppers
                                            • How a COVID-19 recession will reshape the footwear industry
                                              • Delivering a new kind of value
                                                • Figure 7: Consumer spending on clothing and footwear, monthly, 2006-10
                                                • Figure 8: Zappos “customer service for anything,” May 2020
                                              • Footwear steps outside of the category to find partners
                                                • Figure 9: DSW and Hy-Vee Partnership, April 2020
                                              • Resale market will continue to grow among sneaker enthusiasts
                                                • COVID-19: US context
                                                • The Market – What You Need to Know

                                                  • The pandemic will alter footwear’s positive growth trajectory
                                                    • Both sectors drive sales, but will experience negative growth due to COVID-19
                                                      • Footwear preferences and behaviors evolve as consumers do
                                                      • Market Size and Forecast

                                                        • Reduced spending will impact the category’s positive sales pattern
                                                          • Figure 10: Total US sales and forecast of footwear, at current prices, 2014-24
                                                      • Market Breakdown

                                                        • Both sectors drive growth, but will be negatively impacted because of COVID-19
                                                          • Figure 11: Total US retail sales and forecast of men’s and women’s footwear, by segment, at current prices, 2014-24
                                                      • Market Perspective

                                                        • Retailers’ response to COVID-19 in footwear
                                                          • Emphasizing wellbeing
                                                            • Figure 12: Manolo Blahnik color-in sketches, April 2020
                                                            • Figure 13: Nordstrom customer email, April 2020
                                                          • Embracing local surroundings
                                                            • Figure 14: The Meatball Shop collaboration with Vans, April 2020
                                                        • Market Factors

                                                          • Generational differences prevail in footwear
                                                            • Figure 15: Population by gender and generation, 2019
                                                          • Lifestyle influences footwear purchases
                                                            • Figure 16: UGG: Gifts for the whole family holiday campaign, November 2019
                                                          • Culture is a significant factor in footwear purchases
                                                          • Key Players – What You Need to Know

                                                            • Beyond a brand: consumers connect with the full lifestyle
                                                              • Popularity of sneakers and resale increases competition for retailers
                                                                • Partnerships will continue as retailers team together to navigate the uncertain future
                                                                • Preferred Brands

                                                                  • Beyond a brand: consumers want to embrace the lifestyle
                                                                    • Figure 17: Adidas Originals Yeezy Campaign
                                                                    • Figure 18: Preferred brands – NET Any rank, March 2020
                                                                  • Young women appreciate a variety of shoes and, consequently, brands
                                                                    • Figure 19: Footwear behaviors and attitudes, by gender
                                                                    • Figure 20: Birkenstock x Vogue, March 2020
                                                                • What’s Working

                                                                  • Brands and retailers discover new ways to meet customers
                                                                    • Figure 21: Joffrey Ballet partnership with Opening Ceremony, February 2020
                                                                • What to Watch

                                                                  • HyVee and DSW partner to give consumers a one-stop shop for groceries and shoes
                                                                    • Increased demand in sneakers puts pressure on the resale market
                                                                    • The Consumer – What You Need to Know

                                                                      • Comfort and function drive purchases
                                                                        • Competition is thick, and consumers shop around
                                                                          • Most shop strategically
                                                                            • The impact of COVID-19 will heighten existing sentiments
                                                                            • Items Purchased

                                                                              • Analyst Perspective
                                                                                • Casual footwear becomes the norm
                                                                                  • Figure 22: Items purchased, March 2020
                                                                                  • Figure 23: Converse “dressed to impress myself” campaign, November 2019
                                                                                • Women aren’t just shopping for themselves
                                                                                  • Figure 24: Item Recipients, by gender and marital status, March 2020
                                                                                  • Figure 25: Gucci email campaign, April 2020
                                                                                • Footwear is a priority purchase and a part of young adults’ identity
                                                                                  • Figure 26: Items purchased, by age and household income, March 2020
                                                                                  • Figure 27: Crocs social campaign, April 2019
                                                                                  • Figure 28: New Balance and Fleet Feet Partnership, February 2020
                                                                                • Multicultural women’s purchases are reflective of their footwear priorities
                                                                                  • Figure 29: Items purchased and attitudes toward shopping for footwear, by gender and ethnicity – March 2020
                                                                              • Retailers Shopped

                                                                                • Analyst perspective
                                                                                  • Shoe shoppers shop around
                                                                                    • Figure 30: Retailers shopped – NET, any shopping, March 2020
                                                                                    • Figure 31: Shoe Bar at Nordstrom NYC, October 2019
                                                                                    • Figure 32: Retailers shopped, by items purchased, March 2020
                                                                                  • Men are brand enthusiasts, while women appreciate variety
                                                                                    • Figure 33: Retailers shopped – in-store versus online, by gender, March 2020
                                                                                    • Figure 34: Fleet Feet virtual fit finder, March 2020
                                                                                    • Figure 35: Retailers shopped – NET, any retailer, by gender, March 2020
                                                                                • Reasons for Buying

                                                                                  • COVID-19 is creating a major disruption in the footwear market.
                                                                                    • Figure 36: Reasons for buying, March 2020
                                                                                  • Women will buy shoes for more reasons
                                                                                    • Black consumers shop for head-to-toe looks
                                                                                      • Figure 37: Reasons for buying and shopping behavior, by race and Hispanic origin, March 2020
                                                                                  • Shopping Behavior

                                                                                    • Analyst Perspective
                                                                                      • Most consumers shop strategically and intentionally
                                                                                        • Figure 38: Shopping behavior – NET, March 2020
                                                                                      • Inspirational nature of social media can drive sales online
                                                                                        • Figure 39: Shopping behavior, by gender and age, March 2020
                                                                                        • Figure 40: Adidas #hometeam social media campaign, March 2020
                                                                                      • Younger generations are multi-channel shoppers
                                                                                        • Figure 41: Shopping behavior, by generation – March 2020
                                                                                      • More opportunities to encourage purchases from Black shoe shoppers
                                                                                        • Figure 42: Shopping behavior – NET, by race, March 2020
                                                                                    • Attitudes toward Shopping for Footwear

                                                                                      • The impact of COVID-19 will heighten consumers’ casual preferences and concerns with circular options
                                                                                        • Figure 43: Attitudes toward shopping for footwear, March 2020
                                                                                      • Sustainability is, and will continue to be, a priority for younger shoe shoppers
                                                                                        • Figure 44: Attitudes toward shopping for footwear, by generation – March 2020
                                                                                      • Flexibility will motivate more shopping for footwear enthusiasts
                                                                                        • Figure 45: Attitudes toward shopping for footwear, by age – march 2020
                                                                                    • Appendix – Data Sources and Abbreviations

                                                                                      • Data sources
                                                                                        • Sales data
                                                                                          • Fan chart forecast
                                                                                            • Consumer survey data
                                                                                              • Abbreviations and terms
                                                                                                • Abbreviations
                                                                                                • Appendix – The Market

                                                                                                    • Figure 46: Total US retail sales of men’s and women’s footwear, by segment, at current prices, 2017 and 2019

                                                                                                About the report

                                                                                                This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


                                                                                                Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


                                                                                                Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


                                                                                                Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


                                                                                                Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                                                *databooks not available with UK B2B Industry reports.

                                                                                                Below is a sample report, understand what you are buying.

                                                                                                Click to show report
                                                                                                2024 Sample Consumer Cover

                                                                                                Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

                                                                                                Trusted by companies. Big and small.

                                                                                                Want to speak to us directly?

                                                                                                Contact us with your enquiry and our expert global team can help.

                                                                                                Get in touch