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US footwear sales likely to bounce back a bit in 2021: NPD
03 Nov '20
2 min read
Pic: Shutterstock
Lifestyle changes and consumer behavior shifts in 2020 due to the pandemic have driven year-over-year (YoY) sales declines for the US footwear industry, but trends are expected to stabilise and recover in 2021, according to The NPD Group’s ‘Future of Footwear’ report. Improved fashion footwear and performance sales are forecast to lead to increased sales for the overall industry, though sales will remain below 2019 levels.
The fashion category, which has been the hardest hit by the pandemic, is expected to see renewed sales during the coming year as consumers begin to return to some of their pre-COVID behaviours.
The women’s slippers category—one of the few bright spots in fashion footwear this year—is likely to be a hot holiday item and will remain strong in 2021—even outperforming 2020 sales, the company said in a press release.
“A return to the office and store re-openings will likely reignite some demand for fashion footwear, although the focus will remain on casual and comfort-oriented styles. The pandemic has only amplified the importance of these attributes, as the blending of work-from-home and remote learning has led consumers to favor comfort to wear any time of the day,” said Beth Goldstein, NPD’s fashion footwear and accessories analyst.
Following a similar trajectory and after declines during the last two years, performance footwear is expected to see growth in 2021—a lift that will be driven by road running shoes.
Footwear sales are expected to decline in the mid-single digits during the fourth quarter of 2020, but this is a significant improvement from year-to-date trends.
The fashion category, which has been the hardest hit by the pandemic, is expected to see renewed sales during the coming year as consumers begin to return to some of their pre-COVID behaviours.
The women’s slippers category—one of the few bright spots in fashion footwear this year—is likely to be a hot holiday item and will remain strong in 2021—even outperforming 2020 sales, the company said in a press release.
“A return to the office and store re-openings will likely reignite some demand for fashion footwear, although the focus will remain on casual and comfort-oriented styles. The pandemic has only amplified the importance of these attributes, as the blending of work-from-home and remote learning has led consumers to favor comfort to wear any time of the day,” said Beth Goldstein, NPD’s fashion footwear and accessories analyst.
Following a similar trajectory and after declines during the last two years, performance footwear is expected to see growth in 2021—a lift that will be driven by road running shoes.
Footwear sales are expected to decline in the mid-single digits during the fourth quarter of 2020, but this is a significant improvement from year-to-date trends.
Fibre2Fashion News Desk (DS)
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