Outdoor footwear sales rose $ 299 million in the 12 months ended May 2021, Matt Powell, senior advisor to NPD Group Inc. for the sports industry, announced yesterday during the Outdoor Retailer Summer Show. The mark is up 19% over the same period in 2019.
Much of these sales came from e-commerce.
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During NPD’s presentation of Outdoor Retail Trends and Consumer Insights, Powell stated that digital now accounts for more than a third of athletic footwear sales.
According to NPD data, e-commerce accounted for 26% of athletic shoe sales in the 12 months ended May 2019. That number peaked at 41% over the same period in 2020 and then fell slightly to 38% for the year ending May 2021.
“It is really imperative now that every retailer has some kind of e-commerce presence,” Powell said during the presentation. “You can’t ignore this phenomenon when it’s so big.”
The industry insider offered a year-end forecast and doubled its digital stance.
“Those [online] Numbers hold up quite well. We took a small step back, but I’ll bet by the end of the year we’ll be pretty much where we were in 2020, ”said Powell.
One of several outdoor categories with strong double-digit growth this year are hiking and trekking shoes. According to NPD data, sales in this category increased 20% above the same mark in the 12 months ended May 2021 in 2019, with an increase of $ 53 million.
NPD also shared the best-selling outdoor items in the United States by dollar sold and tracked e-commerce channels for sports retail, sporting goods, outdoor specials, and specialty sports.
The story goes on
The data showed that in the 12 months ended May 2021, Merrell had three of the top 10 best-selling hiking / trekking shoes, including the # 1 seller: the Moab 2 Mid WP, which had an average price of $ 128. Other Merrell styles in the top 10 include the Moab 2 WP Low (116), which landed in 5th place, and the Moab 2 Vent ($ 95), which landed in 6th place.
Other boots that top the bestseller list include the Keen Targhee 3 Mid WP ($ 137), the Salomon X Ultra 3 Mid GTX ($ 150), and the Timberland Mt. Maddsen Mid WP ($ 96).
Although Merrell has captured a significant chunk of the hiking market with a 19% share, Powell said the brand was down 4 points on its 2019 volume with losses of 2%.
According to the NPD, Columbia, Salomon, and Skechers were the brands that gained the most market share.
And there is still room to grow.
Powell doubled his stance that the greatest chance in the hike lies with female consumers, a point he publicly debated in late July. During his presentation on the OR, the insider shared NPD data showing that women’s sales outpaced the market by 24% for the year ended May 2021, versus the same period in 2019.
Specifically for the hike, the NPD data showed that men’s hikes accounted for 70% of the volume for the year ending May 2021, an increase of 15% over 2019. For women, the volume was 26%, which corresponds to an increase of 37% compared to the end of the 12 months in May 2019.
“The proportion of women in business is growing faster than that of men, but there is a huge gap between the size of the men’s market and the size of the women’s market,” said Powell. “In my opinion, the women’s business should be just as big as that of the men.”
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