Performance Footwear Leads Gains in Q3 Sales
Running and soccer styles drove growth in U.S. footwear sales through the third quarter as overall dollar sales stayed flat.
Updated on Nov. 2, 2026 in Retail
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U.S. footwear dollar sales were flat year over year in the three months through September, while units sold declined in the mid-single digits. Performance footwear posted the strongest gains, led by running and soccer styles, according to Circana.
Why it matters
Higher average selling prices offset softer demand, meaning shoppers bought fewer pairs even as spending held steady. The results show consumers remaining selective with discretionary purchases while continuing to invest in active lifestyles.
Running dollar sales within performance footwear rose 10 percent, with units also growing, while total U.S. footwear units declined in the mid-single digits. Circana's point-of-sale data covers the three months through September, and the forecast for the holiday season remains unconfirmed.
The players
Circana
Circana is a market research firm that tracks retail sales through point-of-sale data across consumer product categories.
The details
Soccer footwear posted double-digit gains in both dollars and units, and baseball, football, and volleyball footwear also grew. Fashion footwear remained under pressure, although ballerinas, pumps, fashion flip flops, hiking footwear, and rain boots posted growth.
Timeline
Three months through end of September 2026: footwear dollar sales flat, units down mid-single digits.
Holiday season 2026: Circana forecasts a stable footwear market.
Black Friday and Cyber Monday 2026: footwear spending expected to concentrate.
Market Landscape
The gap between performance footwear growth and pressure on fashion footwear reflects a retail market where active-lifestyle categories are capturing more of consumer spending. Circana's category tracking shows that higher prices are holding dollar sales steady even as unit volumes shrink.
Shoppers are paying more per pair even as they buy fewer, so household footwear budgets are stretching further for the same purchases. Those looking for running or soccer shoes may find broader selection and growth in those categories than in fashion styles.
The takeaway
Watch average selling prices, not just total dollar sales, to understand whether footwear demand is truly holding up. Consumers buying fewer pairs at higher prices may be a sign to prioritize durable, multi-use footwear.
What happens next
Circana's holiday-season footwear spending results will show whether the stable forecast holds through Black Friday and Cyber Monday.
Further reading
For broader retail context, see the Retail section on U.S. consumer spending trends.
Source note: This article includes information reported by Sgbonline.
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