Port Washington, NY, June 16, 2015 – Athletic footwear captured the lion’s share of children’s footwear online sales in the 12 months ending April 2015*, according to data from The NPD Group’s new Checkout Tracking℠ service, which provides comprehensive information on consumer buying behavior at the market basket-level, based on receipts for online as well as brick-and-mortar retail purchases.
“Athletic footwear and apparel has become the wardrobe of choice for many kids as well as their parents, most of whom have grown up with athletic brands themselves and naturally seek the same for their children,” said Matt Powell, sports industry analyst, The NPD Group. “Much of the growth in children’s footwear has come from increases in average selling price. The price increases are being driven by indulgent millennial parents buying shoes for their kids, the rise in Classic and Marquee basketball which carries higher price points, and the trend of teen girls buying boys- sized shoes, which are less expensive.”
During this time, buyers purchased an average of 2.4 pairs of children’s shoes online, with the largest percentage, or over one-third, of sales coming from the southern portion of the U.S. Nike/Brand Jordan was the number one children’s footwear brand purchased online in the majority of U.S. regional divisions**.
“Just like their millennial parents, Generation Z has a tremendous affinity for and loyalty to sneakers and athletic brands,” added Powell.
*Source: The NPD Group, Inc. / Checkout Tracking Online, 12 months ending April 2015
**U.S. regional divisions are East North Central, West North Central, Middle Atlantic, New England, East South Central, South Atlantic, West South Central, Mountain, and Pacific