The German shoe market recorded a slight decline in 2024: with total sales of EUR 11.62 billion, the proceeds were 0.8 % below the previous year. Inflation -adjusted, the minus is even stronger. The main -lasting person was inpatient specialist retailers with a decline in sales of 1.5 %, while online trading was able to record a slight increase of 0.7 %. Despite the weakening overall development, individual segments assert themselves very well: Sneakers are by far the most popular shoe model in Germany, followed by sports shoes that have been growing above average for years. Classic business shoes, on the other hand, lose relevance.
More than half of the Germans (54.6 %) buy new shoes several times a year. Women have an average of 17 pairs and buy about six pairs a year, men come to eight pairs and two purchases a year. 48 % of women, but only 22 % of men have more than ten pairs of shoes. The annual per capita expenses are around 350 euros. The majority prefer inexpensive models: Around 50 % prefer to buy shoes up to a maximum of 60 euros, a total of 77.5 % do not spend more than 100 euros per couple. Premium purchases over 100 euros are the exception at 22.5 % – and here, especially in winter boots and sports shoes, while slippers are almost exclusively sold in the low -price segment. The income has a strong influence on the willingness to buy: better earners invest in more expensive models, while low -wage earners use favorable variants.
For many consumers, however, buying shoes is far more than a purely rational decision. Almost every second purchase is spontaneously – often triggered by a special offer or simply out of the desire to shop. Price campaigns and special discounts are a central incentive to buy. 45 % of consumers specifically pay attention to reduced goods, 47 % shop consciously at sale events such as the Black Friday. For younger buyers between the ages of 18 and 29, even 67 % are waiting for such opportunities. About a third of all shoe purchases are now taking place online-social media plays a growing role: 57 % of the 16- to 39-year-olds have already acquired a product via an Instagram advertisement. Sustainability also develops into an important factor: Two thirds of consumers value resource -friendly and regional production, but only 43 % are willing to pay an additional charge.
Internationally, the market is significantly better: sales in 2024 grew by 3.6 % to $ 412.9 billion (EUR 375.8 billion). Drivers are the booming e-commerce, the athleisure trend and investments in large brands in sustainable materials. Experts expect moderate growth for Germany by 2028. A catch -up effect could be used, especially in stationary trade, and at the same time the online trade is expected to continue to win market shares.
