The Footwear Distributors and Retailers of America (FDRA) forecasts that consumers will spend slightly less this holiday season on footwear, as they seek value amid higher prices. Athletic footwear will lose ground to casual shoes and fashion/dress shoes in purchase intention.

The FDRA 2025 Holiday Survey, commissioned in partnership with the Fashion Footwear Association of New York (FFANY), interviewed 1,000 likely shoe shoppers from September 16 to 18.

The survey found 48 percent indicating they’re not likely to purchase shoes at all.

Of those planning to buy shoes, the number of surveyed respondents who plan to spend under $100 on shoes this holiday season increased from 30 percent in 2024 to 39 percent in 2025. Of the rest, 44 percent plan to spend between $100 and $250 on footwear over the holiday season, up from 41 percent in the 2024 FDRA holiday survey. Only 12 percent of respondents expect to spend between $250 and $500, down from 18 percent in 2024. Five percent of respondents expect to spend over $500 this year, the same as last year.

Compared to last holiday season, 27 percent expect to spend more on footwear purchases, 46 percent expect to spend about the same amount as last year, 20 percent expect to spend less, and 7 percent weren’t sure. In 2024, 36 percent expected to spend more, 43 percent the same, and 21 percent less. “Not sure” wasn’t an option in the year-ago survey.

Concerns over Rising Footwear Prices
The survey found that three in four respondents (75 percent) notice an increase in footwear prices over the past year, while 25 percent have not. Asked whether the increased costs of footwear changed how they shop for shoes, 49 percent said they are buying fewer pairs, with 19 percent shifting to value brands, and 14 percent are delaying purchases.

Respondents with a household income between $50,000 and $75,000 were found to be more likely to report shifting to value brands, at 27 percent. Of the respondents, 18 percent said the increased prices have led to no changes in how they shop for shoes.

Asked if they expect footwear prices to increase over the next several months, 76 percent of respondents said they do, including 29 percent who said prices will increase “a lot” and 47 percent who said prices will increase “a little.” Only 9 percent of respondents do not expect higher footwear prices, and 15 percent were unsure.

Among likely shoe shoppers, 65 percent agree tariffs are a major reason retail shoe prices have increased.

FDRA President and CEO Matt Priest said in a statement, “This data confirms what we’ve been hearing from retailers and consumers alike — tariffs are driving up prices and dampening holiday shopping enthusiasm. Nearly half of Americans say they’re sitting out shoe purchases this season, and among those who are shopping, most blame tariffs for the price hikes. It’s time for policymakers to take a hard look at how trade decisions are impacting families and the footwear industry.”

Athletic Shoes Losing Favor
Asked which type of shoes they plan to purchase this holiday season, 38 percent of respondents plan to purchase casual shoes; 36 percent, athletic; 20 percent, fashion/dress shoes or boots; and 6 percent, work boots.

Plans to purchase casual shoes increased by 3 points for those surveyed from 2024, while athletic shoes dropped by 6 points, and dress shoes increased by 3 points. Work shoes remained relatively unchanged, with a slight decrease from 6 percent in 2024 to 7 percent in 2025.

Holiday Footwear Buyers Heading Toward Value Chains
The survey found that 56 percent of respondents plan to make a footwear purchase from a store, while 44 percent plan to make it online.

Big box stores and off-pricers have gained more favor this year among respondents looking to purchase shoes in-store over more footwear-focused channels.

Of those planning to shop for shoes in-store, 34 percent plan to shop via large mass retail stores (i.e., Target, Walmart or Costco), up from 30 percent in 2024; while those planning to shop from discount retailers (Ross, TJ Maxx, Nordstrom Rack) increased to 10 percent from 8 percent.

Those planning to shop from a shoe store chain (Famous Footwear, DSW, Rack Room, Foot Locker) declined to 43 percent from 47 percent in the FDRA 2024 Holiday Survey, while those planning to shop at a department store (Macys, Nordstrom, Kohl’s) declined to 13 percent from 16 percent in 2024.

Of those respondents planning to shop online, 39 percent will buy from Amazon, 28 percent from a shoe brand’s website, 23 percent from a retailer’s website (Nordstrom, Footlocker, Target), 4 percent from Zappos or other shoe-specific sites, and 7 percent from somewhere else. Amazon, Zappos and other shoe-specific sites saw the strongest year-over-year gains, while declines were seen at shoe brand websites.

Holiday Footwear Purchase Motivators
When asked which factors influence their shoe purchases the most during the holiday season, the top influencer was sales/promotions, at 48 percent; followed by need-based replacements, at 18 percent; new product launches, at 11 percent; social media inspiration, at 8 percent; and holiday traditions, at 7 percent.

Percent-off offers and dollar-off offers (both 26 percent) were the top promotions surveyed respondents said would drive them to make an actual purchase, followed by BOGO offers (22 percent) and free shipping (16 percent).

As for the timing of holiday shoe purchases, 34 percent of surveyed respondents expect to make holiday footwear purchases between Black Friday and Cyber Monday, 32 percent between Halloween and Thanksgiving, 18 percent sometime in December, and 16 percent before Halloween.

A majority of respondents (61 percent) primarily purchase shoes from known brands, while 39 percent seek quality shoes at the best price, regardless of brand name. Compared to last year, the percentage of respondents planning to shop for shoes based on brand increased from 59 percent to 61 percent. Younger respondents were found to be most likely to shop for shoes from known brands, at 70 percent, decreasing gradually with age to 52 percent among those over 65.

To review FDRA’s 2025 Holiday Shoe Sales Forecast click, HERE.

Image courtesy Nordstrom / Charts courtesy FDRA