The U.S. footwear industry’s sales inched up 1 percent in the first quarter, supported by higher average selling prices (ASP) and momentum in the performance footwear category, according to Circana’s Retail Tracking Service data.
Overall units sold declined in the quarter.
The performance category outperformed the broader market in Q1, with dollar sales up 5 percent, supported by both unit demand growth and ASP increases. Running was the standout, delivering double-digit dollar and unit growth, highlighting “sustained consumer investment in shoes that support regular movement and wellness routines,” according to Circana.
Cross-training styles, along with sport-oriented shoes for golf and tennis, also delivered solid gains as participation-based activities and hybrid fitness habits continue to influence purchasing behavior. In the lifestyle space, running-inspired silhouettes continued to gain share while other sport-inspired segments slowed.
Some of the broader softness in the footwear market was absorbed by casual fashion categories that reflected the emphasis on wearability and comfort. Overall, the fashion segment delivered 2 percent dollar growth in Q1, supported by higher prices despite declining units. Sandals posted growth in both dollars and units, led by slides and flip flops. Shoe silhouettes such as mules, clogs, and ballerinas also contributed positively, “reinforcing demand for silhouettes that can transition easily from casual to more polished settings,” said Circana. In contrast, fashion boots continued to decline despite growth in the high-shaft segment, as soft unit demand across ankle and mid-shaft styles outweighed “meaningful” ASP increases.
“Price increases remain a challenge for the footwear industry in 2026, pressuring unit sales, but certain segments are bucking the trend,” said Beth Goldstein, footwear and accessories industry advisor at Circana. “Categories tied to daily use, activity, and casual comfort proved best positioned to capture consumer spending in Q1. As the year progresses and consumers remain selective in their spending, brands and retailers must connect their merchandising and messaging to their customers’ key lifestyle priorities – those that do this well will be the share winners in this slow growth environment.”
