Sneakers see dip as flats grab attention, buyers look to affordable pricing says JOOR footwear data

There’s been a lot of talk of late about trainers/sneakers’ grip on the modern footwear market weakening slightly and some new data backs that up.

Online wholesale specialist JOOR said its data shows buyers are still looking towards comfort-driven pieces but often picking sandals and more traditional flat shoes.

Not that sneakers are going to fade from view. At 52% of global footwear units sold in 2025, they remain dominant and have seen a rise in popularity from 48% of market share in 2021 to 52% now, although that’s well below their post-pandemic peak of 57% in 2023.

That 5% fall in the past two years has come as those other aforementioned comfort-driven styles have gained market share with sandals growing from 16% to 24% and flats growing from 6% to 8% during the same time frame. This has come as trend reports have focused on shoes such as ballet flats and loafers.

Interestingly though, boots styles have seen a steady decline from 17% in 2021 down to 7% in 2025.

The price issue

The question is whether that’s anything to do with pricing. JOOR operates in an overall premium to higher-end market and boots even in the premium segment can come at prices that are hard to digest for many consumers in an ongoing cost-of-living crisis.

Store buyers are well aware of this and while JOOR didn’t specifically link the boots decline with the price issue, it did say that buyers are focusing on affordable pricing for footwear. 

JOOR said “demand for accessible footwear has accelerated” with shoes retailing under $250 now making up 42% of global market share. While the ultra-luxury ($1K+ retail price) segment has remained relatively consistent over the past five years at 4% of the total market, the $500-$1,000 luxury price window has “seen significant decline from 34% in 2021 down to 25% of total retailer purchases in 2025”.

And price segments under $500 have gained in popularity, with the $250-500 price point increasing from 25% to 29% of retailer purchases and the under $250 price segment growing from 38% to 42% of the market. This has resulted in a fall of 11% in retailers’ average footwear price point, from $425 in 2021 to $378 in 2025.

Geographically, the trend for accessibility in the footwear sector is most pronounced in North America, with shoes under $250 representing 64% of total units purchased. But its transaction data shows that this shift towards lower price points is extending globally. In APAC, footwear priced between $500 and $1,000 has dropped sharply over the past five years from 43% to just 22% of retailer purchases. 

And the region’s demand for footwear under $250 has seen this price segment surging from 20% in 2021 to 37% of total market share in 2025. 

EMEA remains the most luxury-focused footwear market with 41% of units purchased in 2025 by its retailers priced above $500, as compared to just 28% in APAC and 17% in North America.