Back-to-school boosts athletic footwear in the US
03/09/2014
Children’s sales began to increase in mid-July and peaked in the second week of August, which is the biggest month for children’s footwear sales.
Marshal Cohen, chief industry analyst at the group, said: “In terms of back-to-school shopping priorities, parents view footwear as one of the early must-haves for their children, because shoes don’t usually survive for a second year. Kids either outgrow or wear out their shoes each year, unlike other items such as backpacks and lunchboxes. So, it’s no surprise that footwear is among the top items on the list of back-to-school necessities.
“While parents prioritise footwear, kids choose it based on brand, colour, style and overall lifestyle, especially when it comes to athletic footwear. Coinciding with the growing activewear trend of stylish comfort, athletic shoes are worn for every season and all occasions, not just for gym class and the playground.”
The basketball-related footwear category in particular is capitalizing on this back-to-school trend, with a 70% jump in children’s basketball shoe sales during this time period. This category now represents 26% of the total children’s volume, up from 17% of sales in 2013 and 14% in 2012.
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