NGSA says younger athletic footwear consumers become more cost-conscious
Though the youth market continues to account for the majority of high-end athletic footwear purchases, younger purchases are also becoming more cost-conscious, according to data released by the US National Sporting Goods Association (NSGA).
More than 6% of the athletic footwear purchases by 14-17 year olds in 2001 were for shoes costing $100 or more - an increase from 3.9% in 2000. But this was the only age group to show an increase in purchases of athletic footwear costing $100 or more. Unit purchases of $100-plus athletic shoes accounted for 2.5% of the total in 2001, versus 2.6% in 2000.
The 14-17, 18-24 and 25-34 age groups - historically major purchasers of athletic footwear – all recorded declines in the $60-$99 bracket and increases in the $40-$59 price points in 2001. In the 14-17 age group, for example, purchases in the $60-$99 price point accounted for 33.0% in 2001 versus 41.5% in 2000. The 14-17 age group's purchases of footwear costing $40-$59 was 33.1% compared to 30.6% in 2000.
Athletic footwear purchased at $60 or more represented 22.3% of the 2001 unit sales in athletic footwear, as opposed to 26.1% in 2000, with males making more purchases than females.
Purchases by other age groups (25-34, 35-44, 45-64 and 65 and older) were distributed more evenly across the price points surveyed. The detailed findings of the survey will be contained in the NSGA report: "The Sporting Goods Market in 2002," to be published in May.
