.png)
Competitoor has once again been recognized as a key source of retail intelligence, this time by WWD, one of the most authoritative voices in global fashion and retail. In a recent article examining the outlook for footwear ahead of the holiday season, WWD prominently featured Competitoor’s pricing insights to help explain shifting consumer behavior and the rising cost of shoes in the U.S. market.
According to WWD, U.S. shoppers are expected to spend less this holiday season than they did in 2024. Consumers are still opening their wallets, but how much of that spending will go toward footwear remains uncertain.
Tariff-driven price increases are playing a major role in this shift. As shoe prices climb, analysts believe many households may purchase fewer pairs during the crucial gift-giving months.
Data from a recent UBS survey shows that U.S. spending intentions for softgoods (including apparel and footwear) over the next 90 days are up 5.9% compared to last year. High-income respondents were even more optimistic, reporting a 10.4% increase in planned spending.
UBS softlines retail analyst Jay Sole noted that this matters significantly since wealthier shoppers contribute disproportionately to softgoods sales. He also predicted moderate price increases in the fourth quarter, as brands try to implement low- to mid-single-digit price hikes without scaring shoppers or losing market share to competitors.
Interestingly, political affiliation also appears to influence buying sentiment. The UBS survey found that Republican respondents expect to spend more on apparel and footwear, while Democratic respondents anticipate cutting back, reflecting different perspectives on the economic environment.
Meanwhile, U.S. softgoods market data highlights the scale of these categories: apparel generated $341 billion in sales in 2024, and footwear $91 billion, according to Haver Analytics and Euromonitor.
Wells Fargo economists noted that inflation continues to strain budgets, yet overall spending hasn’t collapsed. While the labor market has softened, unemployment remains low and only a small number of Americans are filing first-time jobless claims. With a 4.6% savings rate in August, many households still have financial cushion to support discretionary purchases.
Deloitte projects that holiday retail sales (November to January) will rise 2.9% to 3.4%, reaching up to $1.62 trillion. This is slightly below the 4.2% growth recorded in 2024. E-commerce, however, is set to expand much faster: 7% to 9%, totaling up to $310.7 billion.
“We expect this holiday season to demonstrate the resiliency of consumers,” said Natalie Martini, Deloitte’s vice chair and U.S. retail and consumer products leader.
But even with this resilience, footwear is emerging as a category where spending may fall behind.
WWD highlighted Competitoor’s latest pricing intelligence, which reveals a clear rise in footwear prices across multiple categories for the 12 months ending September 5:
“These price increases reflect new products that entered the U.S. subject to tariffs,” noted Maurizio Catellani, CEO of Competitoor.
Competitoor’s platform monitors pricing across leading luxury retailers - including Bergdorf Goodman, Bloomingdale’s, Farfetch, Level Shoes, MyTheresa, Neiman Marcus, and Net-a-Porter - providing high-income consumer market visibility.
Catellani added that despite rising prices, footwear remains a key holiday category, especially for performance sneakers, soccer-inspired silhouettes, ballet flats, boat shoes, and heels, which continue to trend across luxury and premium retail.
Another trend highlighted in WWD is the slowdown in footwear spending among older consumers. Data from Belardi Wong shows that 50+ shoppers have become more cautious in the face of economic uncertainty.
According to president Polly Wong, revenue from comfort footwear brands targeting this demographic has been dipping in the low single digits. Brands that continue to outperform are those investing aggressively in direct-to-consumer channels while strengthening wholesale distribution.
Some of the reduction in spring spending among older consumers was attributed to tariff uncertainty, though activity rebounded somewhat in late summer. Wong predicts that categories likely to see the most growth include running shoes, hiking boots, and work boots. Additionally, she noted that 35% of footwear sales occur online, while 65% remain in physical stores.
PwC’s 2025 holiday survey forecasts a 7% to 10% drop in footwear spending compared to last year. Beyond higher prices, this decline is attributed to fewer new customers entering the category and smaller order volumes from major retailers.
Footwear companies have taken varied approaches to pricing this year.
FDRA data shows that shoe prices rose 1.4% in August, the highest increase in 17 months. The trade group has voiced concern about how tariffs disproportionately impact low-income shoppers, who already feel strained by inflation.
A recent FDRA/Emerson College Polling study revealed that:
“Consumers are feeling the pinch, and they know tariffs are part of the problem,” said FDRA president and CEO Matt Priest. “As the holidays approach, families are making tough choices, and shoes are increasingly being left off the list.”
See what our products can do for your retail targets in just a quarter!
Dispell Magic Inc.
444 Madison Ave, 1206
New York, NY 10022, USA