The German shoe dealer Siemes Schuhcenter had the consumption situation on the German shoe market analyzed in a meta study. According to this, the total turnover with shoes in Germany shrank in 2024 by a total of 0.8 percent to 11.62 billion euros compared to the previous year.
The stationary shoe trade in particular had to deal with the development. Here sales decreased by 1.5 percent compared to the previous year. However, if you look at the past few years, it turns out that the market has recovered well again after the strong slump through pandemic. Nevertheless, the trade is currently expecting a break of this upward development. 45 percent of shoe retailers: other sales declines, only 25 percent expect sales plus.
Majority buys shoes under 100 euros
If you look at the importance of shoes for German consumers: According to the study, this is still high. With almost 80 percent, the majority of the consumers prefer: interior shoes in the price range up to 100 euros. On average, around 50 percent of Germans surveyed are willing to only spend up to 60 euros for shoes. If prices are paid for over 100 euros, then the most likely for winter boots – 31 percent of the respondents are ready – and for sports shoes (25 percent) and event shoes (20 percent). With open shoes, such as sandals, only seven percent are willing to invest more than 100 euros.
Big winners of the past few years have been sneakers. 73 percent of Germans wear sneakers, so they are the most frequently represented shoe model in German cupboards. Only eight percent of the respondents still state to wear classic business shoes.
Women have more shoes than men
Over 60 percent of Germans have up to ten pairs of shoes. On average, women have more shoes than men. 48 percent actually have 17 pairs of shoes, and women buy about six more couples every year. Almost 40 percent of women investing up to 40 euros. Almost five percent spend 150 euros per pair. If you look at the men, it shows that only 22 percent have more than ten pairs of shoes in the closet. On average, they have eight pairs of shoes and only buy two more couples every year. Here, only about a quarter of the respondents prefer a price below 40 euros, but 150 euros spend seven percent.
If you look at the sexes together again, just over half of the respondents buy new shoes several times a year. The per capita expenditure is 350 euros, according to the study. However, the study could not make up relevant differences between East and West, but between the city and the country. According to this, city dwellers provide more money for shoes and clothing on the inside due to higher incomes and the larger offer than people who live more rural.
Discounts mainly provide buying impulses, both online through discount campaigns or sale events such as Black Friday. Bonus programs are also used strongly – according to the study, about a quarter of the respondents take part.
Even if the interest in sustainable shoes is growing, only 43 percent would be willing to spend more money.
The META study is based on the results of several studies of various institutions and companies – including Statista, IFH and GfK – to the shoe and consummy market in Germany.