The total footwear market experienced declines in 2020, but the market will rebound to pre-pandemic levels quickly. Online sales will grow as consumers continue to do more shopping online and enjoy doing so. Consumers want an engaging and efficient experience, which brands and retailers will look to provide through technology (eg NFTs, virtual fit tools), sustainability (eg eco-friendly materials, circular shopping options) and social media (eg shoppable content). A focus should continue to be on improving the pre- and post-purchase barriers consumers have when shopping online, offering flexible try-on and return policies. Such options will be crucial to make the entire purchase cycle enjoyable online.

• The impact of COVID-19 on consumer behavior and the online footwear market

• Category performance in light of the pandemic and what will drive future growth

• Interest in sneakers, subculture and circular retail continue to drive the category

• How social media plays a key role in consumers’ online footwear purchase journey

The purpose of this Report is to review the ecommerce market for men’s and women’s footwear and to identify the shopping behaviors and preferences among consumers when shopping for footwear online.

Included in this Report is footwear for men and women.

The types of footwear covered in this Report include the following:

• Dress

• Casual

• Sneaker/athletic

• Hiking/sports

Excluded from this Report are footwear accessories, such as laces, shoe cleaners and shoehorns. Children’s footwear is also excluded.

This Report builds on the analysis presented in Mintel’s Men’s and Women’s Footwear – US, May 2020, May 2018 and September 2016.

This Report includes consumer research fielded in January 2021. The Report was written February-March 2021, and the analysis reflects the state of the pandemic during this time.

The first COVID-19 case was confirmed in the US in January 2020. It was declared a global health pandemic and national emergency in early March 2020. Across the US, various stay-at-home orders were put in place in Spring 2020, and nonessential businesses and school districts closed or shifted to remote operations. The remainder of 2020 saw rolling orders, as state and local governments relaxed and reinforced guidelines according to the spread of the virus in each region.

Vaccine distribution began in December 2020, and it is expected to take until anywhere from July to December 2021 for 70-90% of the population to be vaccinated to reach herd immunity. Mintel anticipates business operations in the US will remain in a state of flux through 2021 as the vaccine is widely administered.

Economic and other assumptions

Mintel’s economic assumptions are based on CBO estimates released on February 1, 2021. The CBO’s previous forecast for US GDP to fall by 5.8% in 2020 was revised after a stronger second half of the year and the updated estimate indicates negative 3.5% GDP for the year. The CBO forecasts GDP to grow by 4.6% in 2021 and projects unemployment to continue to fall to average 5.7% for the year.