Athletic Shoe Sales Gain As Overall Retail Traffic Declines

The same retail sales and traffic trends seen over the last few months have leaked into the first week of October.

As has been the pattern, total U.S. athletic footwear point-of-sales gained, up 2.7 percent year-on-year, while total U.S. retail visits decreased, down 3.81 percent year-on-year, Citi Research analyst Kate McShane wrote this week.

The year-on-year improvement in athletic sales, McShane said, were driven by a 3.6 percent increase in unit sales and a 0.8 decline in average selling price.

Athleisure continues to be the standout athletic footwear category, McShane notes, up 18 percent in the week ending Oct. 10.

Sales in the basketball category were also up — improving 7.3 percent year-on-year compared to last year’s same period decline of 10.5 percent.

Regarding overall retail traffic trends, Cowen and Co.’s research team, in an Oct. 12 report, said October traffic was off to “an okay start” with the month-to-date “running about in-line” with September.

National apparel traffic, however, decreased 0.91 percent, a deceleration from the prior week’s increase of 0.82 percent, Cowen and Co. pointed out.

But, weather forecasts indicate that the Midwest and Northeast regions will see significantly cooler temperatures in the second week of October, which should bode well for fall apparel demand, Cowen and Co. said.

The top five selling athletic brands for the week were Nike, Jordan Brand, Skechers USA Inc., Asics and Adidas.


*Citi Research analyst Kate McShane referenced data from SportScan and ShopperTrak’s Market Intelligence product.

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