Americans Favored Physical Shoe Stores Over Online
A survey of footwear shopping habits found that most U.S. consumers still prefer buying shoes in person.
Updated on Sept. 30, 2026 in Retail
Live Poll
Do you prefer buying shoes in a physical store over buying them online?
Between August 2025 and August 2026, a YouGov study revealed that 34 percent of Americans exclusively or mostly shop for footwear in physical stores. Another 34 percent of consumers split their purchases evenly between retail locations and online platforms.
Why it matters
The data highlights a persistent preference for in-person shopping in the footwear sector, even as e-commerce remains a major force in the broader retail economy.
Nationwide, 34 percent of Americans choose physical stores for shoe purchases, while 27 percent shop online and 34 percent split their time between both channels. Hawaii and Kansas report the highest in-store preference at 39 percent, compared to online-heavy states like Maryland and Delaware at 32 percent.
The players
YouGov
YouGov is a global public opinion and data company that provides research on consumer habits and political trends.
The details
The research conducted by YouGov provides a snapshot of how U.S. consumers prioritize trying on footwear before purchase versus the convenience of digital storefronts. Regional habits show clear divergences, with certain states leaning heavily into traditional retail experiences while others show a higher appetite for online shopping.
Timeline
The study was conducted from August 2025 to August 2026.
Market Landscape
This data aligns with broader retail trends showing that omnichannel experiences are becoming the standard for major footwear brands. As physical stores remain a primary channel, companies are balancing brick-and-mortar investment against the growing reach of digital marketplaces.
For the average consumer, this suggests that physical stores remain a vital resource for fit and comfort verification before making a purchase. Shoppers in states like Hawaii or Kansas may find more local inventory variety, while those in Delaware or Maryland might benefit from more robust online return policies.
The takeaway
Consumers should consider visiting stores if they require precise fitting, as the data shows that a significant portion of the country still prioritizes physical interaction with footwear. Balancing online convenience with in-store testing can help shoppers minimize the costs and time associated with returns.
Further reading
For a deeper look at how consumers are spending, visit our Retail section.
Source note: This article includes information reported by WWD.
Live Poll
Do you prefer buying shoes in a physical store over buying them online?
