Hello, Fun Socks Season
Maria Rugolo, Director, Industry Analyst ;
As I notice the beautiful fall foliage outside my window I’m quickly reminded that boot season is upon us – that means it is time to break out my fun socks. Besides providing me with warmth, socks are a fun accessory to complete my outfit. From no show liners to over-the-knee boot socks, from neon colors to wacky prints, from traditional to stripes…there are an infinite number of options.
Having options is essential as most adults (male and female) say they wear socks. The degree to which they wear socks differs, especially by gender. Seventy-three percent of men say they wear socks for all or most non-athletic activities compared to only 39 percent of women*. But when she is wearing socks, over 40 percent indicated they will coordinate their socks with their outfits all or most of the time**. And the weather plays a huge factor when it comes to women opening their sock draws, with 74 percent saying they wear socks when the weather turns colder*, present company included.
Close to 60 percent of total socks sales stem from the colder months of October through March, with nearly 20 percent solely in the month of December***. And stocking up on your favorite pair is considered the norm, as two-thirds of consumers say they buy multiple pairs of the same socks at one time*. I myself tend to go on sock buying binges once I realize last year’s pairs need replacing.
Not only am I buying socks for myself this time of year, I also find myself picking up a few pairs as holiday stocking stuffers. Moreover, socks are the number one gifted apparel item during the holiday season when looking at units****. But holiday sock gifting for me is more about playing up the novelty than the necessity…after all, print and patterned socks are growing in sales while solid colors are on the decline****.
So, bye-bye bare feet (for now), and hello to a fun sock season ahead…or at least until the groundhog tells me otherwise.
*Source: The NPD Group, Inc. / Omnibus Aug 2016
**Source: The NPD Group, Inc. / Omnibus May 2016
***Source: The NPD Group, Inc. / Retail Tracking Service TMM- 12ME Sep 2016
****Source: The NPD Group, Inc. / Consumer Tracking Service- 2ME Dec 2015 & 12ME Sep 2016