As the holidays approach and consumer wallets tighten, a new survey commissioned by the Footwear Distributors & Retailers of America (FDRA) is turning up the heat on trade policy. According to data collected by Emerson College Polling, 75% of likely shoe buyers report they’ve seen higher footwear prices in the past year — and a substantial majority point to tariffs as a key culprit.
Key Findings That Should Trouble Brands & Retailers
- 75% notice higher shoe prices over the last 12 months.
- 76% expect prices to keep rising heading into this holiday season.
- 70% see tariffs as a “primary or major contributor” to rising footwear costs.
- Among voters 50+, over 80% believe tariffs are a major driver of inflation in footwear.
Price sensitivity is especially acute among lower-income households (< $50,000 annual income).
FDRA President & CEO Matt Priest didn’t mince words: “This survey makes it clear: consumers are feeling the pinch, and they know tariffs are part of the problem.” With many shoppers scaling back – or cutting non-essentials like shoes – the footwear industry could see muted holiday demand.
In 2025, footwear brands are increasingly competing on trade policy narratives. When tariffs become a visible line item in consumer perceptions, brands that can transparently absorb, explain, or offset the impact will earn credibility. Savvy brands will spot the opportunity to reposition — not just price — themselves, such as limited-edition styles that are tariff-exempt, manufacturing pivots to lower-cost jurisdictions, or messaging that reassures consumers they’re not being “taxed” for trends.
Bottom line: with 75% of consumers saying “I see it in my shoe bill,” footwear brands can no longer stay silent.
