It appears that U.S. households with kids are pulling back on footwear spending more so than those without, as parents are forgoing footwear purchases for themselves, according to Circana (formerly IRI and The NPD Group). The company’s data shows that among households with kids under the age of 18, overall footwear sales revenue declined by 1% and unit sales fell 8%, year over year, in the 12 months ending February 2023. Among households without kids, sales revenue grew by 11% and unit sales were flat.

Families have not pulled back on their kids’ footwear spending, however. Shoes for kids was the fastest-growing segment of the footwear market, according to Consumer Tracking Service data from Circana. In addition, consumers spent more on kids’ footwear, thanks to average price increases. Spending per buyer grew 9%, year over year, according to Circana’s Checkout data, which tracks product sales based on consumer sales receipts.

Circana notes that the fact that families are reallocating their footwear spending is apparent at a generational level, as Millennial households with kids represented about one-quarter of total footwear market declines, and Gen Z households with kids generated half of the declines. Sales of adult footwear drove the declines among these segments, while their spending on kids’ footwear grew. In contrast, Millennial households without kids accounted for almost 45% of the annual growth in the market.

“As footwear brands and retailers look for growth, messaging around value for the family will be important,” said Beth Goldstein, footwear and accessories analyst at Circana. “These consumers are feeling the pinch due to increased prices on many of their household necessities.”