Back to School: Where Consumers Will Buy Footwear

Value as a Priority: Key Takeaways from the Coresight Report

The return to classrooms is no longer just about backpacks and books; children's and youth footwear has become one of the star categories of the season. According to a recent report from Coresight Research, US consumers continue to prioritize value as the main driver for back-to-school purchases, and the observed habits offer lessons applicable to the Spanish market.

The study details that a significant percentage of respondents plan to spend between $75 and $150 per child on shoes, prioritizing stores that combine competitive pricing with an in-person experience. The best-positioned retailers are department stores, sports chains, and specialized children's footwear stores. Additionally, the report reveals that promotions and immediate availability matter more than seasonal novelties.

Specifically, consumers cite Walmart, Target, and Amazon as top destinations, but chains like DSW and Famous Footwear also emerge. The common factor is the perception of "good value for money" and the convenience of omnichannel shopping: in-store pickup, easy returns, and free shipping.

What Does This Trend Mean for a Footwear Store in Spain?

For a Spanish retailer, the message is clear: back to school remains a critical revenue window, but competition is fierce. It's not enough to have stock of sneakers or loafers; value must be communicated tangibly.

• Pricing strategy: The report confirms that shoppers actively compare. Negotiating terms with wholesalers to offer packs or volume discounts can make a difference.
• Local visibility: Although Amazon is gaining share, the physical store remains the preferred channel for trying on sizes. Investing in attractive window displays and customer service experience (advice on lasts, materials, durability) is key.
• Smart inventory: Coresight data indicates that intermediate sizes (29-35) and unisex models are the most in demand. Avoid stockouts with forecasting based on historical sales and current trends.

Additionally, the report underscores the weight of online reviews. A retailer that does not manage its digital reputation will lose customers to large chains. Real photos, accurate descriptions, and a clear returns policy are essential.

Context of the Spanish Children's Footwear Market

In Spain, back to school is concentrated in September, and footwear purchases are distributed among large retailers (El Corte Inglés, Decathlon), specialized chains (Pabloski, Tu Zapatito), and increasingly the online channel. However, the value trend is accentuated by inflation and rising raw material prices.

According to data from the Spanish Footwear Industries Federation (FICE), the average spend on children's footwear during the back-to-school campaign is around €45-60, lower than the average expenditure estimated in the Coresight report for the US, which forces the Spanish wholesaler to offer very tight prices without sacrificing quality.

Wholesalers distributing in the Iberian market must consider that the Spanish consumer is especially sensitive to brands they already trust, but also open to trying new suppliers if the value is clear. The label "genuine leather" or "Made in Spain" adds points, but it's not everything: the guarantee of fast replenishment and flexibility in small orders has become a decisive factor for independent retailers.

Another aspect connecting with the Coresight report is multichannel retail. More and more small stores combine physical sales with home delivery or online reservation. Wholesalers that offer updated digital catalogs and the possibility of quick samples gain an advantage.

Conclusions for Wholesalers: How to Adapt to the Value-Oriented Buyer

The Coresight report is not just a snapshot of the US market; it is a warning for the entire value chain. If the consumer prioritizes value, wholesalers must:

• Review cost structure: Seek efficiencies in production and logistics to offer competitive prices without eroding margins.
• Offer a rotating assortment: High-turnover basic models (sneakers, ballet flats, rain boots) combined with new arrivals that justify a higher price point.
• Help the retailer communicate value: Promotional materials, training on materials (durability, breathability), and sales arguments.
• Digitization of the relationship: Platforms where the retailer can check real-time stock, download product sheets, and place orders 24/7.

Back to school is a thermometer of consumer health. Distributors who understand that value is not synonymous with cheap, but rather a balance of price, durability, and service, will be the ones to retain their customers and capture new business.

Ultimately, both retailers and wholesalers must align their offering with the mindset of today's buyers: they want footwear that lasts, is comfortable, stays within budget, and is available when they need it.

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