Shoe Retail Marketing: Set Your Store Apart with Price & Selection

As you plan your shoe retail marketing strategy for 2025, it’s important to keep in mind consumers remain price sensitive due to ongoing economic pressures. It should come as no surprise that price is the leading factor in choosing a shoe retailer for 67% of consumers—more than selection (52%), quality (38%), and store location (26%).1

Shoe shoppers today are more likely to search for coupons, wait for sales, or purchase from discount retailers. This is a shoe retail marketing opportunity to target customers and drive store traffic with promotional campaigns and value-driven messaging.2

Consumers who bought shoes in the past 30 days chose a retailer based on these factors:

Source: Prosper July 2024

Shoe Shopping Habits Vary by Age Group

The millennial and Gen Z age groups are the largest purchasers of footwear:

  • 17% of millennials bought six or more pairs of shoes in the past year; 57% of millennials bought three or more pairs.2
  • 14% of Gen Z bought six or more pairs; 47% bought three or more pairs of shoes.2

Generationally, the annual footwear spend in the past year is as follows: 2

  • Gen Z – $295
  • Millennials – $346
  • Gen X – $278
  • Baby boomers – $142
  • Silent gen – $143

Shoe Shopping Trends to Inform Your Retail Marketing Strategy

Understanding consumer shopping and spending trends is key to developing a marketing strategy that increases traffic and sales.

  • Approximately 51% of consumers expect to spend over $100 on shoes in the next year. 2
  • Around 42% of consumers are more likely to search for coupons or wait for a sale compared to a year ago. 2
  • About 30% of Gen Z would wait for a discount to buy shoes, along with 40% of baby boomers and silent gen consumers. 2
  • 45% of households with incomes over $75,000 bought three or more pairs of shoes in 2023, compared to about 30% of households with incomes under $75,000. 2
  • Millennials are noted as the biggest buyers for purchasing multiple pairs of shoes and spending above the average household amount, but they are also more inclined to seek discounts and promotions. They are a prime target for marketing strategies that emphasize value and affordability. 2
  • Social responsibility and eco-consciousness are increasingly important as younger consumers look to engage with brands and retailers that share their values. Stores should actively promote sustainable options, as well as cause-based programs in which they participate. 2

Mspark’s targeting capabilities can help you ensure you cost-efficiently engage consumers most likely to do business with you to drive traffic and sales.

Shoe Store Retail Marketing Opportunity

About 76% of consumers still prefer in-store shopping for immediate access to products and the ability to try on shoes. Customer service is important, as consumers of this industry expect consistency and often someone with background in the shoes they are selling. 2

E-commerce continues to capture a large portion of shoe sales, presenting a challenge for the traditional brick-and-mortar retailer. Retailers can promote e-commerce, buy online + pick up instore, and other digital tools, which can help them appeal to consumers who want online options.2

Men & Women Shoe Shopping Preferences

Men’s shoes are purchased more often with a higher spend than on footwear for women. The most popular men’s footwear options are designer sneakers, functional sport, and outdoor footwear, making them a key target for stores offering these products.
 
According to a recent survey in the past year:

  • 42% of men bought three or more pairs of shoes in the past year; 11% bought 6+ pairs2
  • 39% of women bought three or more pairs; 9% bought 6+ pairs2

Overall, the top criteria in shopping for both men’s and women’s footwear are: 2

  • Fit/comfort
  • Price

Source: AdMall 2024

Source: AdMall 2024

Maximize Response & ROAS with Mspark’s Integrated Retail Marketing Solutions

Download our one sheet for a quick-start guide to plan your shoe retail marketing strategy and read a case study about a retailer who earned 200% return on ad spend using Mspark’s solutions.

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