Data from NSGA's “Sporting Goods Market in 2009” indicates that the average price point for athletic footwear in 2008 showed no increase in sports and specialty stores. In sporting goods stores, the average price remained unchanged at $50.81. In specialty athletic footwear stores, the price rose a meager 0.8% to $67.58, and in specialty sports shops, fell 1.6% to $62.15. In 2008, the average price across all channels of distribution rose 1.6%.
Factory outlets saw the biggest increase in average price point, up 3.3% to $42.78. Factory outlets captured 7.6% of units sold in the athletic footwear market.
Mass merchants, which represent 40.0% of all unit sold, were able to increase their average price point. In discount stores, it was up 3.0% to $22.93. In department stores, it was up 2.5% to $41.51.
Internet sellers of athletic footwear increased both average price point and market share. Their average price point rose 1.7% to $59.02. Their market share of all units sold in the athletic footwear market rose to 6.0% versus 4.9% the previous year. The Internet average price point was below only that of specialty athletic footwear stores and specialty sport shops.
The channel of distribution with the second highest increase in average price point for athletic footwear was Internet sales. Their $58.06 average price point was a 6.1% increase over 2006.
Factory outlets saw the smallest increase in average price point, up only 0.4% to $41.41.
“The Sporting Goods Market in 2009,” based on a consumer study of 80,000 U.S. households, summarizes 2008 retail sales totals – in units and dollars – for 22 types of athletic and sports shoes as well as products in more than 20 sport categories.
