In North America, shoes retailing for under $250 now represent 64% of all units purchased, which is substantially above the global average.
Across all markets, shoes under $250 account for 42% of total sales in 2025, an increase from 38% in 2021.
Joor’s data indicates a decline in retailer purchases within the $500–$1,000 price bracket.
This segment accounted for 34% of purchases in 2021 but has dropped to 25% in 2025. The $250–$500 range has seen an increase in its share from 25% to 29% over the same period.
The average purchase price dropped by 11% from $425 in 2021 to $378 in 2025.
Joor marketing senior vice president, Amanda McCormick Baca, said: “Joor’s exclusive analysis of the global footwear market provides essential data-driven insights into significant shifts in the footwear landscape. Economic uncertainty has driven worldwide demand for more accessible price points, evidenced by a steady decrease in average retail price.
“Simultaneously, comfort-driven styles are evolving, with sandals and flats gaining market share as buyers move past the peak of sneaker saturation. Our actionable report provides brands and retailers with the market intelligence they need to maximise their growth strategy in the coming seasons.”
Regional breakdown shows differing trends
According to Joor’s transaction data, while the shift towards lower price points is most pronounced in North America, other regions are also seeing similar trends.
In Asia-Pacific (APAC), the share of shoes priced between $500 - $1,000 dropped from 43% of retailer purchases in 2021 to just 22% in 2025. At the same time, demand for sub-$250 shoes in APAC rose from 20% to 37%.
The data reveals that Europe, Middle East and Africa (EMEA) region remains more focused on higher-end products compared to other regions.
In EMEA, retailers purchased 41% of units above $500 in 2025, while the figures stand at only 28% for APAC and 17% for North America.
Comfort-led silhouettes maintain dominance
Sneakers remained the leading style globally, accounting for 52% of units sold in 2025 after peaking at 57% post-pandemic in 2023 and up from 48% in 2021.
While sneakers have slightly reduced their market share since then, other comfort-driven categories have increased, with sandals rising from a market share of 16% to 24%, and flats moving up from 6% to 8%.
Meanwhile, boots declined from a share of 17% in 2021 to 7% in 2025.
