Why Kids’ Shoes Are the Fastest-Growing Segment in the Footwear Market

Kids’ shoes are the fastest-growing segment of the footwear market, according to new data from Circana (formerly IRI and The NPD Group). Consumers spent more on kids’ footwear thanks to average price increases, the analytics firm’s consumer tracking service showed. Plus, spending per buyer grew 9 percent, year-over-year, according to Circana’s Checkout data, which tracks product sales based on consumer sales receipts. This rise in spending for kids’ footwear comes as more parents are forgoing footwear purchases for themselves. Among households with kids under the age of 18, overall footwear sales revenue declined by 1 percent and unit sales fell 8 percent, year-over-year, Circana said. Conversely, among households without kids, sales revenue grew by 11 percent and unit sales were flat. On a generational level, Circana found that Millennial households with kids represented about one-quarter of total footwear market declines, and Gen Z households with kids generated half of the declines. Sales of adult footwear drove the declines among these segments, while their spending on kids’ footwear grew. In contrast, Millennial households without kids accounted for almost 45 percent of the annual growth in the market. “Families are obviously feeling the pressure from inflation,” Beth Goldstein, footwear and accessories analyst at Circana, said in

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