Circana LLC, the market research firm based in Chicago, reported sneakers remain the cornerstone of back-to-school (BTS) footwear purchases, with running-inspired styles, as well as low-profile sneakers and Mary Jane-inspired styles expected to stand out this year.
Circana said that for consumers of BTS products, sneakers are valued for their “adaptability, durability and everyday comfort.” Unlike apparel, footwear typically experience a more concentrated BTS spike, with July and August accounting for a combined 20 percent of annual sneaker sales for kids ages 5-18, according to Circana’s POS data.
“Versatility has become a non-negotiable factor for consumers,” stated Beth Goldstein, footwear and accessories industry advisor at Circana. “Stretching the dollar, families are looking for footwear that can transition seamlessly between the classroom, extracurricular activities, and other events — and sneakers fit most wearing occasions.”
Circana’s recent survey data also found price sensitivity to play an important role this BTS season, with 57 percent of consumers reporting they are either “Very Concerned” (24 percent) or “Somewhat Concerned” (33 percent) about price increases affecting BTS clothing and footwear costs this year. At the same time, over one-third (38 percent) of consumers surveyed said they are “Not Concerned” about rising prices, reinforcing the increasingly nuanced consumer landscape.
“Back-to-school shoppers aren’t simply looking for the lowest price — they’re looking for the smartest purchase,” said Kristen Classi-Zummo, apparel industry advisor at Circana. “Today’s consumers want products that deliver on style, fit and versatility while helping them feel confident that they are spending wisely and getting the most for their money.”
Among other categories, within the apparel market, denim is poised to remain in a leading BTS category. Sales of jeans are up 7 percent this year through May, according to Circana. After a strong showing among teens last season, momentum is expected to expand into the kids’ market, particularly among ages 5 to 12.
Wider-leg jean silhouettes continue to resonate with consumers and help drive demand for complementary items such as graphic tees, knit tops and other casual wardrobe pieces. The trend underscores continued demand for versatile pieces that can be worn across occasions and “blend comfort, functionality, and personal style.”
Backpacks also remain a BTS staple, though some families surveyed may choose to reuse existing bags to manage household budgets. Last year, 85 percent of parents and caregivers reported buying a new backpack for their school-age child during the BTS season, and both dollar and unit sales grew, suggesting that this year the industry could see softer results as parents look to extend the life of their child’s backpacks.
At the same time, backpacks remain an “important way for students to express their personality, helping to sustain demand across age groups.” Licensed products and trend-driven designs are expected to be key sales drivers, especially among younger consumers. In fact, the share of licensed backpacks continues to grow and accounted for nearly half of backpack sales during last year’s BTS selling season, underscoring the strong appeal of character- and brand-inspired designs.
Image courtesy Kids Foot Locker
