Average Price of Athletic Footwear Rises in 2009

Preliminary data from NSGA’s “Sporting Goods Market in 2010” puts the average price point for athletic footwear in 2009 at $45.04, a 3.0% increase from 2008.

MOUNT PROSPECT, IL – Preliminary data from the National Sporting Goods Association's (NSGA's) “Sporting Goods Market in 2010” puts the average price point for athletic footwear in 2009 at $45.04, a 3.0% increase from 2008. In 2008, the average price had risen 1.6% to $43.71 versus $43.03 in 2007.

On average, males spent more on athletic footwear than females in 2009, $46.39 versus $44.02. The previous year (2008) it was $45.16 versus $42.75.

“The increase in average price paid for athletic footwear indicates that retailers have not needed to offer deep promotional pricing in 2009,” said NSGA Vice President of Information & Research Thomas B. Doyle. “In part, this can be explained by retailer reaction to consumer demand with tighter inventory levels.”

By age group, the 14-to-17 year olds were the big spenders, doling out $54.66 for a pair of shoes. They were followed closely by the 18-to-24 year olds, who paid an average price of $53.72, and the 25-to-34 year olds, who paid $53.59. Also above the $50 price point were the 35-to-44 year olds and the 65-plusers, who paid $50.31 and $50.18 respectively.

Among males, the highest average price point was paid by the 14-17 year old age group, $59.42.

Among females, the highest average price point was paid by women 65 years of age and older, $50.91. They were followed by the 14-17 year old age group, whose average price point was $50.64.

The information on average shoe prices will be included in the NSGA report “The Sporting Goods Market in 2010,” to be published by the Association in late spring. Based on a consumer study of 100,000 U.S. households, the report summarizes 2009 retail sales totals – in units and dollars – for 22 types of athletic and sports shoes as well as products in more than 20 sport categories.

Also featured are purchaser demographics – annual family income, age and gender of product user, education of household head and sales according to region of the country. Place-of-purchase data allow for analysis of the industry's channels of distribution. Consumer purchases on the Internet are reported.

The report, which NSGA has published for more than two decades, provides selected product sales history for the last 10 years. This allows the analysis of long-term trends. Brand share reports on individual shoe categories are available separately.

Irwin Broh Research, a company nationally recognized for its work in the sports and leisure field, prepares the 84-page report for NSGA. Pre-publication price of the report, good through March 29, to NSGA members is $240, to non-members, $340. Sustaining NSGA retailer/dealer members and manufacturer members receive the report free. For additional information, contact NSGA, 1601 Feehanville Drive, Suite 300, Mount Prospect, Ill. 60056-6035. Phone: (847) 296-6742; fax: (847) 391-9827; e-mail: dkasen@nsga.org; or visit the NSGA website, www.nsga.org.

About NSGA:
NSGA, which has served the sporting goods industry since 1929, organizes and hosts the annual NSGA Management Conference & Team Dealer Summit, the sporting goods industry's premier educational and networking event (Next: May 2-5, 2010, at Saddlebrook Resort/Tampa, Wesley Chapel, Fla.).

For more information on NSGA member services, visit the Association home page (www.nsga.org); call Darlene Plunkett at NSGA, (847) 296-6742, Ext. 131; e-mail: dplunkett@nsga.org; or fax (847) 391-9827.