The National Sporting Goods Association (NSGA) released the findings from its Shopper Playbook survey*, which found that 79 percent of consumers favor shopping at multi-brand sporting goods stores when buying sporting goods over those retailers that offer only one brand. A broader selection of brands and the ability to compare products and prices were the top reasons cited by respondents for shopping at multi-brand sporting goods stores.
Among other categories, 70 percent prefer multi-brand stores or websites when purchasing sports apparel, and 68 percent prefer them when purchasing athletic footwear, over single-brand retailers.

Asked why they prefer multi-brand stores, the top reasons were:

  1. Wider variety of brands and products, 59 percent
  2. Able to compare different brands in one place, 54 percent
  3.  Access to a broader range of styles, 50 percent
  4. Competitive pricing, 49 percent

Coming in lower among the top reasons for preferring multi-brand retail were:

  1. Able to find gear for many different activities, 34 percent
  2. More frequent sales or promotions, 31 percent
  3. Dscover new and trendy brands, 23 percent
  4. Multiple store locations or accessibility, 21 percent
  5. Consistent shopping experience, 19 percent
  6. Better shipping costs/options, 18 percent

“The verdict is a clear victory for multi-brand sporting goods retailers,” stated Nick Rigitano, director of Insights and Analysis at the NSGA. “They win the comparison mission with brand breadth and product curation, side-by-side comparison tools, competitive pricing, inventory visibility, and enticing opportunities for new-brand discovery.”

The NSGA study also found that those surveyed placed a high value on service when shopping for certain sports categories, with nearly 80 percent being “very satisfied” with their local retailer’s servicing of products such as bikes, ice hockey skates, skis and snowboards, and 98 percent were at least somewhat satisfied.

Asked why they prefer a service-oriented sporting goods retailer, the top answer was convenient location, cited by 37 percent; followed by a shop has a good reputation, 35 percent; experienced technicians, 34 percent; specialize in servicing, 28 percent; offers a full range of repair services, 28 percent; uses high-quality tuning machines, 23 percent; recommended by others, 21 percent; received a good experience with them in the past, 21 percent; a one-stop shop for all my needs, 18 percent; and known to have fast turnaround, 18 percent.

The survey overall found that while convenience is of primary importance to respondents, hands-on evaluation, ability to confirm the quality of the product and how it fits, and supporting local businesses and communities were also important in guiding sporting goods purchases.

“The local sporting goods retailer and operator is a connection to the athletes, teams and organizations in their communities,” Rigitano said. “They are ready to deliver whenever an athlete or team needs a piece of equipment.”

Asked why they prefer shopping for sporting good at physical stores, the Top 10 reasons were:

  1. Touch/feel product/check quality in-persons, 40 percent
  2. Try on/check fit, 37 percent;
  3. Location is convenient, 30 percent;
  4. Don’t want to wait for shipping, 19 percent;
  5. Good customer service/support, 19 percent;
  6. Better selection/more that I like, 18 percent;
  7. Don’t want to pay for shipping, 18 percent;
  8. Sell brand I trust/quality merchandise, 17 percent;
  9. Store is organized/easy to find things, 16 percent; and
  10. Familiar with store/loyal/good experience, 15 percent

The survey of 1,000 U.S. adults was conducted by Ipsos in the fall of 2025.

The NSGA Shopper Playbook Study will be available in early 2026.

*The NSGA conducted the survey in partnership  with Ipsos in Fall 2025 with 1,000 participants aged 18 to 65 who purchased sporting goods, footwear or apparel in the previous six months.

Image courtesy Dick’s Sporting Goods