Total footwear U.S. sales for July totaled $2.3 billion, representing a decline of 16 percent decline versus July last year. Among categories in dollars, Performance footwear was down 16 percent, Leisure declined 3 percent and Fashion fell 35 percent, according to data compiled by The NPD Group.
“After double-digit growth in June, athletic footwear sales declined in July as the impact of the delayed and virtual back-to-school season hurt sales. The cessation of the Pandemic Unemployment Assistance checks was also a hindrance. These factors will likely have a negative impact on sales as we continue moving through the back-to-school season – a key sales period for the industry. Some of the back-to-school business can be deferred until later, but when will that ‘later’ be? I believe we can expect a disappointing fall for athletic footwear sales,” said Matt Powell, senior industry advisor, sports at The NPD Group.
“After some improvement in June, July was again a very challenging month for fashion footwear. The comparisons to Prime Day and the Nordstrom Anniversary sale were tough, and by the last week of the month, it was clear that we were seeing the impact of a delayed and/or diminished back-to-school season. Clogs (Crocs), slippers and sport slides remained strong, while hiking picked up as well,” said Beth Goldstein, fashion footwear & accessories analyst at The NPD Group.
Photo courtesy NPD
