2016 National Public Opinion Survey
of
Holiday Online Footwear Sales

Commissioned by
Footwear Distributors and Retailers of America
& Conducted by
Emerson College Polling Society

 
Contents

Methodology 3
Executive Summary 4
Results 6
Key Cross Tabs 11

 
Methodology

The Emerson College Polling Society, under the supervision of Professor Spencer Kimball is pleased to present Footwear Distributors and Retailers of America with the findings from a survey of likely holiday online footwear shoppers.

All respondents interviewed in this study were part of a fully representative sample using an area probabilistic sampling method of N= 800 (sample size). The margin of error for the sample is +/- 3.4% in 19 of 20 cases.
The survey was administered using both landline, cellphones and online via Survey Sampling International SSI and was conducted between November 15-18,2016.
A screening question was used to gauge if respondents intended to shop for footwear online. Twenty-two percent (22%) qualified of the 4,050 that were asked the question.
The results presented in this report include univariate and bivariate analysis of the data. Frequency distributions for each item included on the questionnaire are shown in the tables. In all cases, cross-tabulation results are also shown. This type of bivariate analysis examines differences between sub-groups of the overall population.
In the cases where cross tabulation results are presented, a chi-square test, an independent t-test for means, or a Z-test for independent percentages is shown. A chi-square test is used in cases where comparisons are made for categorical variables. A t-test is used in cases where comparisons are made for measurement variables. A Z-test is used in cases where comparisons are made between independent population percentages.
The purpose of these statistical tests is to determine whether or not the observed difference between sub-groups in the sample is due to sampling error or whether it is due to a real difference in the population. When the results are statistically significant, it strongly suggests that the observed difference between sub-groups found in the sample is due to a real difference in the population, and not due to sampling error.
A chi-square significance level of.05 indicates significance at the 95 percent level. In other words, it is 95 percent likely that the results are due to a real difference between comparison groups. A chi-square significance level of .01 indicates significance at the 99 percent level. When a t-test or a Z-test is shown, lower- and upper-case letters indicate significance at the 90 and 95 percent levels respectively.
Survey Parameters were gathered from the American Community Survey 2015 and controlled for through rim weighting for region. https://www.census.gov/popclock/data_tables.php?component=growth

Executive Summary

People’s pocketbooks and wallets appear to be the driving force behind their online shopping. The most important factor for purchasing online was the cost, cited by 41% of respondents the next three most important factors were Brand/Fashion (22%), adding variety to their current styles (18%) and actually need for footwear (15%).
The main reason respondents said they were shopping online were for better prices (33%)and the ability to compare prices (32%) and the larger selection (24%). It does not appear that the crowds at the stores are pushing them online with 9% saying that was the main cause.
A majority of shoppers (51%) are looking to spend under $100 for their footwear and an additional 38% are planning to spend upward of $250. Just under 4% of respondents said they were planning to spend over $500 this year and overall 36% said they were going to spend more this year while 33% said they were planning to spend less and 30% said they were going to spend the same.
Minorities are planning on spending more than Caucasians as 19% of Hispanics, 18% of African American, and 13% of Asians said they will spend more than $250, while 5% of Caucasian plan to spend over $250.
A majority of Asians plan to spend more this holiday season than last years (50% to 18%) while Hispanics plan to spend less (42% to 21%).
Casual or Retro sneakers appear to be the most popular style of shoe this holiday season (28%) along with Dress Shoes (24%) and Gym or Performance Shoes at 19%, 13% said they planned on purchasing fashion boots (13%) while 8% said they would be purchasing work boots.
Men are more likely to purchase casual/retro sneakers (36% to 21%). Women are more likely to purchase fashion boots (20% to 5%) while men are more likely to purchase work boots (13% to 4%).
Most people are waiting to do their online shoe shopping with only 18% reporting to have already purchased their footwear but 67% are planning to shop between black Friday and December 14. It also appears shoppers are not expecting any big last minute sales with 15% waiting to shop in the last 10 days with men being nearly twice as likely to wait until then end to shop (20% to 11%) .
Shoppers are using their laptops (40%) and desktops (33%) for their online footwear shopping while 16% are using their phone and 12% are using a tablet or IPad.
Amazon is the most popular site to shop for shoes online with 44% followed by retailer’s website like Nordstroms, Footlocker, or Target (22%), then by shoe Brand’s own website like NIKE or Steve Madden (16%) and least popular were Footwear specific online sales site such as Zappos Shoebuy.com (7%). Eleven percent (11%) said they shopped somewhere else. Amazon is most popular with Asians (70%) while Hispanics prefer a retailers site (36%).
Overall, people are predominantly shopping for themselves online (60%) and for their kids (20%). Women are more likely to be shopping for the kids (27% to 12% for men) and men are more likely to be shopping for themselves (69% to 53% for women).
Thirteen-percent (13%) of respondents said they were very likely to purchase footwear online with an additional 9% saying they were somewhat likely to purchase footwear online.
The online shopper is more likely to be female (57% to 43% male), younger- with 54% under the age of 40 and 83% under the age of 60, and having achieved a higher educational attainment with 97% having at least a high school degree and 57% holding a bachelor degree or more.
The racial composition of the online shopper is predominately Caucasian (44%) but 20% are Asian, 13% African-American and 12% Hispanic.

 
Results

How likely are you to purchase new shoes ONLINE for either yourself or someone else this holiday season?
Frequency Percent Valid Percent Cumulative Percent
Valid Very Likely 483 60.4 60.4 60.4
Somewhat Likely 317 39.6 39.6 100.0
Total 800 100.0 100.0

Who are you purchasing shoes for online this holiday season?
Frequency Percent Valid Percent Cumulative Percent
Valid Yourself 480 60.1 60.1 60.1
Spouse/SO 72 8.9 8.9 69.0
Kids 163 20.4 20.4 89.4
Parents 49 6.1 6.1 95.5
Friends 36 4.5 4.5 100.0
Total 800 100.0 100.0

What is the main reason why you are buying shoes online?
Frequency Percent Valid Percent Cumulative Percent
Valid Larger variety 189 23.6 23.6 23.6
Better prices 262 32.8 32.8 56.4
Easier to compare 259 32.3 32.3 88.7
No crowds 71 8.9 8.9 97.6
Something else 19 2.4 2.4 100.0
Total 800 100.0 100.0

 
Where do you most often shop for shoes online?
Frequency Percent Valid Percent Cumulative Percent
Valid Amazon 353 44.2 44.2 44.2
Brands own site 126 15.8 15.8 59.9
Retailers site 180 22.4 22.4 82.4
Online Sale sites 54 6.7 6.7 89.1
Somewhere else 87 10.9 10.9 100.0
Total 800 100.0 100.0

What is the most important factor when purchasing shoes online this holiday season?
Frequency Percent Valid Percent Cumulative Percent
Valid Cost 329 41.1 41.1 41.1
Adding variety to current styles 143 17.8 17.8 59.0
Brand/fashion styles 174 21.8 21.8 80.7
Need 122 15.2 15.2 95.9
Something else 32 4.1 4.1 100.0
Total 800 100.0 100.0

What type of shoes are you most likely to purchase this holiday season online?
Frequency Percent Valid Percent Cumulative Percent
Valid Gym or performance 154 19.2 19.2 19.2
Casual or Retro sneakers 220 27.5 27.5 46.8
Fashion/Dress Shoes 188 23.5 23.5 70.3
Fashion Boots 106 13.2 13.2 83.5
Winter/ Snow Boots 39 4.9 4.9 88.4
Work boots 61 7.7 7.7 96.1
Something else 31 3.9 3.9 100.0
Total 800 100.0 100.0

 
When do you expect to make your online holiday shoe purchases?
Frequency Percent Valid Percent Cumulative Percent
Valid Already Purchased 145 18.1 18.1 18.1
Black Friday through November 315 39.3 39.3 57.4
Dec 1-14 220 27.5 27.5 84.9
Dec 15-25 121 15.1 15.1 100.0
Total 800 100.0 100.0

Do you plan on spending more or less money this holiday season compared to last year for shoes?
Frequency Percent Valid Percent Cumulative Percent
Valid More Money 291 36.3 36.3 36.3
Less Money 266 33.3 33.3 69.6
Same Amount 243 30.4 30.4 100.0
Total 800 100.0 100.0

What is the total amount of money you plan on spending on footwear this holiday season?
Frequency Percent Valid Percent Cumulative Percent
Valid < $100 411 51.4 51.4 51.4 $100-$250 307 38.3 38.3 89.8 $250-$500 51 6.4 6.4 96.2 > $500 30 3.8 3.8 100.0
Total 800 100.0 100.0

What is your preferred device for browsing and purchasing footwear online?
Frequency Percent Valid Percent Cumulative Percent
Valid Desktop 260 32.5 32.5 32.5
Laptop 317 39.6 39.6 72.1
Tablet/Ipad 99 12.4 12.4 84.5
Phone 124 15.5 15.5 100.0
Total 800 100.0 100.0

What is your gender?
Frequency Percent Valid Percent Cumulative Percent
Valid Male 344 43.0 43.0 43.0
Female 456 57.0 57.0 100.0
Total 800 100.0 100.0

What is your age category?
Frequency Percent Valid Percent Cumulative Percent
Valid 18-29 220 27.5 27.5 27.5
30-39 212 26.5 26.5 53.9
40-49 111 13.9 13.9 67.8
50-59 122 15.3 15.3 83.1
60-69 90 11.2 11.2 94.3
70+ 46 5.7 5.7 100.0
Total 800 100.0 100.0

What is your educational level?
Frequency Percent Valid Percent Cumulative Percent
Valid < HS 25 3.1 3.1 3.1 HS 97 12.1 12.1 15.2 some college 220 27.5 27.5 42.7 Bachelor 247 30.8 30.8 73.6 Grad Degree 211 26.4 26.4 100.0 Total 800 100.0 100.0   For statistical purposes only, will you tell me your ethnic background or ancestry? Frequency Percent Valid Percent Cumulative Percent Valid White 353 44.1 44.1 44.1 Black 102 12.8 12.8 56.9 American Indian 52 6.5 6.5 63.4 Asian 158 19.7 19.7 83.1 Native Hawaiian 3 .3 .3 83.4 Hispanic 92 11.5 11.5 94.9 Other 37 4.6 4.6 99.5 Unsure 4 .5 .5 100.0 Total 800 100.0 100.0 Region Frequency Percent Valid Percent Cumulative Percent Valid NE 144 18.0 18.0 18.0 MW 160 20.0 20.0 38.0 S 192 24.0 24.0 62.0 W 304 38.0 38.0 100.0 Total 800 100.0 100.0 Frequency Percent Valid Percent Cumulative Percent Valid Telephone 375 46.9 46.9 46.9 Online 425 53.1 53.1 100.0 Total 800 100.0 100.0   Key Cross Tabs • Men are more likely to purchase footwear online for themselves (70%) compared with women (53%). Women are more likely to purchase footwear for their children (27%) than men (12%).