The U.S. footwear industry posted soft dollar growth in the first quarter of 2026, with total sales increasing by +1%, versus the same period last year, according to Circana LLC. While overall units sold declined, higher average selling prices (ASP) continued to support topline revenue.
Circana’s Retail Tracking Service data shows that styles rooted in activity, comfort, and daily wear emerged as the strongest performers, reflecting a persistent preference for shoes that can move seamlessly across multiple occasions, said the consumer research group.
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The performance category outperformed the broader market in Q1, with dollar sales up +5%, supported by both unit demand growth and ASP increases. Running was the standout, delivering double-digit dollar and unit growth – highlighting sustained consumer investment in shoes that support regular movement and wellness routines. Cross-training styles, along with sport-oriented shoes for golf and tennis, also delivered solid gains as participation-based activities and hybrid fitness habits continue to influence purchasing behavior. In the lifestyle space, running-inspired silhouettes continued to gain share while other sport-inspired segments slowed.
“Price increases remain a challenge for the footwear industry in 2026, pressuring unit sales, but certain segments are bucking the trend,” said Beth Goldstein, footwear and accessories industry advisor at Circana. “Categories tied to daily use, activity, and casual comfort proved best positioned to capture consumer spending in Q1. As the year progresses and consumers remain selective in their spending, brands and retailers must connect their merchandising and messaging to their customers’ key lifestyle priorities – those that do this well will be the share winners in this slow growth environment.”
