CHICAGO – November 2, 2026 – The U.S. footwear industry remained resilient during the third quarter of 2026 as consumers continued to make intentional purchasing decisions, according to Circana, LLC. For the three-month period ending September 2026, footwear dollar sales were flat year over year, while units sold declined in the mid-single-digits. Higher average selling prices helped offset softer demand as consumers remained selective in their discretionary spending.
While sport lifestyle sneakers continued to account for the largest share of sales, performance footwear once again served as the industry's primary growth engine. Running led category gains, with dollar sales up +10% and units also growing, fueled by continued investment in wellness and active lifestyles. Soccer footwear also posted double-digit gains in both dollars and units, while footwear for other sports including baseball, football, and volleyball also experienced gains.
Within fashion footwear, overall sales remained pressured, but several trend-driven categories continued to resonate with consumers. Ballerinas, pumps, and fashion flip flops grew, reflecting interest in versatile styles that balance fashion and functionality. Meanwhile, outdoor-oriented segments including hiking footwear and rain boots also delivered growth, underscoring consumers' ongoing interest in products that support both lifestyle and practical needs.
"Consumers continue to prioritize footwear purchases that deliver a meaningful combination of function, comfort, and personal expression," said Beth Goldstein, executive director and footwear industry advisor at Circana. "Wellness and active lifestyles remain powerful demand drivers, supporting growth in running and other performance categories. At the same time, consumers are still willing to trade up for footwear and accessories that help express their identity, create emotional connection, or support the experiences that matter most to them."
Holiday Spending Intentions Support a Stable Footwear Outlook
For the holiday season, Circana expects the footwear market to remain stable, with flat dollar sales supported by modest increases in average selling prices despite softer unit demand. Findings from Circana's 2026 Holiday Purchase Intentions Report indicate that U.S. consumers are spending selectively rather than stepping away, prioritizing purchases that deliver clear value, purpose, and personal relevance. Despite increasingly early promotional activity, footwear spending is expected to remain concentrated around Black Friday, Cyber Monday, and the final weeks of the season as consumers continue to shop according to key holiday moments and last-minute needs.
"Consumers are making deliberate choices about how and when they spend their discretionary dollars,” said Goldstein. “This holiday season, brands that align with consumers' interests and deliver products that feel relevant, whether through performance, comfort, style, or gifting appeal, will be best positioned to capture demand.”
About Circana
Circana is a leader in providing technology, AI, and data to fast-moving consumer packaged goods companies, durables manufacturers, and retailers seeking to optimize their businesses. Circana’s predictive analytics and technology empower clients to measure their market share, understand the underlying consumer behavior driving it, and accelerate their growth. Circana’s Liquid Data® technology platform is powered by an expansive, high-quality data set, and intelligent algorithms trained on six decades of domain expertise. With Circana, clients can take immediate action to future-proof and evolve their growth strategies amid an increasingly complex, fast-paced, and ever-changing economy.
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