Athletic Shoe Sales Outpace Growth of Total Footwear Market in Canada

Workout shoes account for one quarter of the total amount spent on footwear

TORONTO, July 24, 2013 – Canadians are making a run to their local shoe stores and leaving equipped to jog back home. According to leading global information company The NPD Group, athletic shoe sales are among the top-growing categories in the footwear market in Canada, with running and jogging shoes topping the most popular styles. Rounding out the top four are basketball and aerobic / cross training sneakers.

Accounting for roughly one quarter of the total dollars spent on footwear in Canada, athletic shoe sales experienced significant growth between May 2012 and April 2013. Sales in this category rose by five per cent year over year and reached $1.3 billion across the country.

“Similar to the U.S. market, e-commerce is starting to play an increasingly important role in Canadian retail and this is reflected in our athletic footwear sales,” said Alecsandra Hancas, spokesperson for The NPD Group. “The footwear market is getting a particular boost from the rise in online shopping as the variety of products and freedom to compare pricing at the click of a button is compelling more and more transactions.”

E-commerce purchases have risen consistently year over year and now account for four per cent of the total 1.3 billion dollar athletic footwear market, which is also reflective of the category’s growth in the last year. Of these online purchases, men and women are responsible for 55 per cent and 45 per cent respectively.

Similar to trends in American footwear sales, the majority of Canadian consumers are motivated by discounted pricing. When examining product markdowns, 57 per cent of athletic shoes purchased online were on sale at an average price of $57.85, compared to 52 per cent purchased in physical stores at an average price of $50.61.

“Having reliable, performance-specific shoes is important for achieving one’s fitness goals, and purchasing a new pair is one way people motivate themselves to work out,” continued Hancas. “With the increasing popularity of marathon running and finding personally challenging ways to stay active, Canadians are looking for ways to invest in their interests without breaking the bank; online shopping gives them the flexibility to do just that.”

The total footwear market saw a two-per-cent rise in dollar sales during the May 2012 and April 2013 time period. Across all styles, both men’s and women’s athletic shoe sales have contributed to the overall growth online and in-stores.

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Daina Astwood-George
APEX Public Relations
416-924-4442 ext. 235

The NPD Group, Inc.
900 West Shore Road
Port Washington, NY 11050

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