Pairs of Footwear Purchased Annually
Many consumers are avid shoe-buyers. The largest portion (19%) have added 10 or more pairs to their collection in the last year. 14% purchased 4 pairs, and another 14% purchased 5 pairs.
Total Monthly Footwear Spend
We know how many pairs of shoes consumers purchase each year. Now, let’s take a look at how that translates to monthly spending.
The largest portion of consumers (29%) spend less than $50 each month on shoes. 27% spend between $51 and $100.
Online Monthly Footwear Spend
Ecommerce continues to grow across all product categories. Footwear is no exception.
The graph below provides an overview of how much consumers are spending online on footwear each month. The largest portion (30%) spend less than $50 online on shoes each month. A quarter spend between $51 and $100.
Purchase Considerations for Footwear Shoppers
Shoes consider many factors when determining whether to purchase a pair of shoes. Comfort (93%) tops the list, followed by fit and sizing (89%), and overall quality of product (75%).
Many of these factors can be difficult for shoppers to assess when shopping online. As such, a large portion of shoe shoppers turn to user-generated content to learn about the experiences of other shoppers. Here, we dig into the way shoe shoppers leverage different types of UGC to help them make informed purchase decisions.
Information Shoe Shoppers Seek Out
Those shopping for shoes seek out many types of information when determining which pair is the right for them. It’s no surprise that pricing tops the list; 81% of consumers look for pricing information when deciding whether or not to purchase a footwear product.
However, ratings and reviews are a close second. 77% of consumers seek out this content when deciding whether or not to purchase a pair of shoes.
In addition, over half (51%) of consumers shopping for footwear look for photos and videos from other shoppers to help them to determine whether or not to purchase a specific product.
Footwear shoppers rely on user-generated content to make informed purchase decisions – especially when they’re shopping online. We explore the role of UGC for footwear shoppers in greater detail here.
Consumers are Spending on Footwear
Consumer budgets may be shrinking. Yet, consumers continue to spend on footwear. In fact, nearly one in five (19%) of shoppers added ten or more new pairs of shoes to their collection in the past 12 months. In addition, a growing portion of footwear budgets are spent online.
Clearly, there’s opportunity for shoe brands and retailers. However, these businesses must ensure they’re giving shoppers the tools and information they need to make informed purchase decisions.
Most Footwear Spending is Happening Online
In the past, when a consumer was in the market for a new pair of shoes, they’d head to a local store to find something that fit their needs (both literally and figuratively). Today, many consumers are opting to shop for footwear online.
In fact, our survey respondents spend the majority of their footwear budgets online.
Footwear brands and retailers must equip online shoppers with the tools and information they need to make informed purchase decisions. Delivering excellent digital experiences will boost conversion and satisfaction – and reduce the amount of merchandise that ends up being returned.
Consumers Weigh Many Factors When Shopping for Footwear
Shoppers have plentiful options when it comes to footwear. And they weigh many factors to determine which products to purchase – and which to pass over.
Many of the top factors – including size, comfort, and quality – are difficult for online shoppers to access. Increasingly, they seek out user-generated content to get input on these topics from others who have purchased the product in question.
Footwear brands and retailers must make it a priority to collect and display UGC on product pages and throughout ecommerce websites. Doing so can help boost shoppers’ confidence – and their likelihood of converting.
For Footwear Shoppers, User-Generated Content is Essential
It’s no surprise that price is the most common type of information footwear shoppers seek out when weighing purchase decisions. However, ratings and reviews are a close second. In addition, over half of shoe shoppers specifically seek out imagery from other shoppers like them.
It’s essential to display ratings and reviews and user-generated imagery throughout your website. If shoppers look for this information and come up short, you’re likely to lose a sale.
