42% Shoppers Delay Purchases as Athletic Footwear Claims 61% of Spring 2025 Sales

As warmer weather approaches, US consumers are strategically timing their spring and summer footwear purchases around sales events while prioritizing athletic styles, according to new industry data. The 2024 Spring U.S. Footwear Consumer Survey reveals 42% of shoppers now actively delay purchases until promotions emerge, reflecting broader economic pressures and shifting retail strategies in the $XX billion footwear market.

The Rise of Promotional Purchasing Windows

Historically, footwear buying patterns followed seasonal needs, but recent trends show a recalibration around discount opportunities. While a 2019 Statista survey found XX% of consumers began shopping in March/April, 2024 data indicates this timeline now aligns with retailer-led sales events. For instance, 51% of athletic footwear buyers plan to spend over $100 per pair, but only when their preferred brands like Nike or Hoka offer discounts.

This behavior coincides with inflationary pressures, as 58% of consumers would reduce purchases if prices rise, prompting brands to leverage limited-time offers.

Athletic Footwear Dominates Seasonal Spending

Athletic shoes account for 61% of planned spring/summer purchases, driven by dual demand for performance and casual styles. Nike maintains its market lead with €28.4 billion in 2024 global footwear sales, but emerging brands like On Running (+68% growth) and Hoka (+54%) are gaining traction through niche innovations. Key drivers include:

• 76% of buyers prioritize fit and support
• 64% seek versatile styles for both workouts and casual wear
• 39% of Gen Z consumers dictate family footwear choices

Generational Spending and Sustainability Trade-Offs

Despite Gen Z’s cultural influence, Generation X (ages 45–60) remains the highest-spending cohort, averaging $450 annually on footwear. Their purchases focus on durability, with 43% opting for sustainable materials, though only 32% of all consumers consider sustainability a primary factor.

Younger demographics show divergent priorities:

• Millennials (28–44): 22% growth in Asia-Pacific markets for premium brands
• Gen Z (15–27): 66% abandon carts due to shipping costs, pushing brands to offer free delivery

With most shoppers—about 76%—still preferring to try things on in-store, retailers are getting creative and blending online and offline experiences to keep up. Tools powered by AI are making a real difference, cutting down return rates by 31% as people get a better fit the first time. Meanwhile, nearly half of shoppers (42%) are choosing to buy online and pick up in-store just to skip delivery fees, showing how much convenience and savings matter. Social media is also buzzing, with more than 15,000 creators helping to launch new products and shape what’s trending.

But it’s not all smooth sailing. Inventory issues are a big headache—60% of shoppers have walked away from a purchase because what they wanted was out of stock. This makes it clear that retailers need to get even better at managing their supply chains in real time. With the U.S. footwear market expected to grow by over 8% each year through 2029, brands are under pressure to keep prices reasonable while still coming up with fresh, in-demand products. As we head into spring 2025, retailers face a real challenge: can they turn quick sales and promotions into lasting customer loyalty? The answer will shape whether shoppers are ready to walk—or even run—toward the next big thing.