US: Online athletic footwear sales surge 21%
28/06/2013
Ecommerce sales represented 18% of the total athletic footwear market, which was worth $28 billion and up 5% from the same time period last year.
“Online offers the ability to find the best value and the widest assortment of athletic footwear where bricks-and-mortar has limited space,” said Marshal Cohen, chief industry analyst at the NPD Group. “Consumers are clearly looking for this bigger online assortment each year and some retailers are working really hard at maximising space to include as many style offerings as possible.”
Online consumers were split 54% female and 46% male; while in-store females make up 57% of shoppers.
“Those who shop online care more about style, price and brand while consumers who shop in store focus more on comfort caring less about the style and brand,” said Mr Cohen.
Pricing continued to be one of the top reasons why consumers shop online: 53% was on sale, compared with 47% in stores. The average selling price online was $54.63, compared with $42.16 in stores.
“Sports sales has been growing faster online than other categories including apparel, fashion footwear, and fashion accessories,” added Mr Cohen. “The online consumer is different especially when it comes to buying athletic footwear, shoppers shop online for better deals but they are willing to trade up to higher-priced products.”
Share this story:
